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Data warehousing and business intelligence for e-commerce
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San Francisco : Morgan Kaufmann, 2001
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PSZ JB 30000004557959 HF5548.32 S56 2001 Open Access Book
PSZ JB 30000004558007 HF5548.32 S56 2001 Open Access Book

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You go online to buy a digital camera. Soon, you realize you've bought a more expensive camera than intended, along with extra batteries, charger, and graphics software-all at the prompting of the retailer.

Happy with your purchases? The retailer certainly is, and if you are too, you both can be said to be the beneficiaries of "customer intimacy" achieved through the transformation of data collected during this visit or stored from previous visits into real business intelligence that can be exercised in real time.

Data Warehousing and Business Intelligence for e-Commerce is a practical exploration of the technological innovations through which traditional data warehousing is brought to bear on this and other less modest e-commerce applications, such as those at work in B2B, G2C, B2G, and B2E models. The authors examine the core technologies and commercial products in use today, providing a nuts-and-bolts understanding of how you can deploy customer and product data in ways that meet the unique requirements of the online marketplace-particularly if you are part of a brick-and-mortar company with specific online aspirations. In so doing, they build a powerful case for investment in and aggressive development of these approaches, which are likely to separate winners from losers as e-commerce grows and matures.

Author Notes

Alan Simon is a leading authority on data warehousing and database technology. He is the author of 26 books, including the previous edition of this book and the forthcoming Data Warehousing and Business Intelligence for e-Commerce, available from Morgan Kaufmann Publishers in early 2001. He currently provides data warehousing-related consulting services to clients.

Steven L. Shaffer is currently specializing in the e-business technology market and was formerly the director of sales for Belenos, Inc., a firm specializing in providing e-business and network infrastructure services to the service provider marketplace. He was also formerly a vice president with SSDS, Inc., a Denver-based security and systems integration firm, and a branch manager with Sprint e-Solutions. Mr. Shaffer is currently a senior manager at Sprint.

Table of Contents

Forewordp. vii
Prefacep. xix
Part I Foundations: Concepts and Business Modelsp. 1
Chapter 1 Background, Terminology, Opportunity, and Challengesp. 3
Background: A Look Back at the 1990sp. 4
ERP Applications Take Holdp. 5
CRM Catches Onp. 6
Organizations Pursue Data Warehousing to Provide Business Intelligencep. 7
The Internet Evolves to a Phenomenally Successful e-Commerce Enginep. 8
Terminology and Discussionp. 9
Data Warehousing Terminologp. 9
Customer Relationship Management Terminologyp. 12
Internet Terminologyp. 15
Opportunityp. 16
Challengesp. 27
Discipline-Centric Viewsp. 27
Dot-com Spin-offsp. 29
Operating at "Internet Time"p. 29
Overcoming the Challengesp. 29
Summaryp. 30
Chapter 2 Business-to-Consumer Data Warehousingp. 33
B2C Business Modelsp. 34
Basic Product Sellingp. 34
Selling Servicesp. 38
Product and Service Packaging and Brokeringp. 40
Portals and Communitiesp. 41
Supporting Site for Traditional Channelsp. 42
Classifying a B2C Businessp. 43
A Data Warehousing Content Framework for e-Commercep. 46
B2C Data Warehousing Needsp. 50
Customer-Focused Data Warehousing and Business Intelligencep. 51
Operationally Focused Data Warehousing and Business Intelligencep. 59
Summaryp. 59
Chapter 3 Data Warehousing for Consumer-to-Consumer and Consumer-to-Business Modelsp. 61
Why the Distinction?p. 61
C2C Business Modelsp. 63
Online Auction Sitesp. 63
C2B Business Modelsp. 66
A Closer Look at Integrating Business Intelligence into a C2C Business Modelp. 67
Summaryp. 72
Chapter 4 Business-to-Business Data Warehousingp. 75
B2B Business Modelsp. 76
Supply-Chain-Oriented B2Bp. 76
Marketplace-Centric B2Bp. 78
Hybrid B2B Modelsp. 80
More about Business Intelligence Models for B2Bp. 81
Basic Customer Intelligencep. 81
e-Marketplace Intelligencep. 85
Value Chain Intelligencep. 86
Summaryp. 86
Chapter 5 e-Government and Data Warehousingp. 91
Government-to-Citizen e-Commerce Modelsp. 92
G2C Data Warehousing Implicationsp. 94
Click-and-Mortar Environmentsp. 94
Necessity of a Complete "Customer Database"p. 95
Geographic Boundariesp. 104
Point Solution vs. Enterprise Data Warehousingp. 105
Government-Specific Business Intelligence Metricsp. 107
Business-to-Government e-Commerce Modelsp. 107
B2G Data Warehousing Implicationsp. 109
Bids and Awardsp. 109
Ongoing Supply Chain Operationsp. 111
Marketplaces and Exchangesp. 113
Summaryp. 113
Chapter 6 Business-to-Employee Models and Data Warehousingp. 115
The ERP Linkp. 116
Matching Employees with Appropriate Servicesp. 117
Analyzing B2E Datap. 119
Click-and-Mortar Environmentsp. 119
Summaryp. 120
Part II Building Blocks, Challenges, and Solutionsp. 122
Chapter 7 Core Technologies and Building Blocksp. 125
Internet Protocols and Environmentp. 127
HyperText Markup Language (HTML)p. 127
HyperText Transport Protocol (HTTP)p. 129
Extensible Markup Language (XML)p. 130
Cookiesp. 132
Wireless Access Protocol (WAP) and Wireless Markup Language (WML)p. 133
SSLp. 135
Database Technologyp. 136
Relational Database Technologyp. 136
Nonrelational Database Technologyp. 137
e-Commerce Data Warehousing Implicationsp. 137
Application Development and Integrationp. 138
Extraction, Transformation, and Loading (ETL) Toolsp. 139
Messaging-Oriented Middleweave (MOM)p. 139
Publish-and-Subscribep. 140
Directory Servicesp. 141
Intelligent Agentsp. 142
Web Serversp. 142
Application Serversp. 144
ASPsp. 147
Procedural Logicp. 148
e-Commerce Data Warehousing Implicationsp. 149
Vendor Web Development Platformsp. 150
IBMp. 150
Microsoftp. 154
Allaire (Cold Fusion)p. 155
Networking, Communications, and Protocolsp. 158
LANs (Ethernet)p. 159
Interface Devicesp. 160
Wide Area Networks (WANs)p. 163
Internet-Specific Networkingp. 165
User-Facing Technologyp. 168
Web Browsersp. 168
Personal Digital Assistants (PDAs)p. 169
e-Commerce Data Warehousing Implicationsp. 169
Summaryp. 170
Chapter 8 Products for e-Commerce Intelligencep. 173
Vignettep. 174
The V/5 e-Business Platformp. 174
Relationship Marketing Server Overviewp. 174
V/5 Relationship Marketing Server Architecturep. 177
Ithenap. 178
Ithena e-CI Premisep. 179
Key Concepts in Ithena e-CIp. 179
Ithena e-CI Architecturep. 182
Ithena e-CI in Other e-Commerce Business Modelsp. 183
Revenio Dialogp. 183
Dialog Marketing Premisep. 184
A Simple Example of Dialog Marketingp. 184
Underlying Data Warehousing Environmentp. 187
Designing and Building the Dialog Marketing Environmentp. 189
Supported e-Commerce Business Modelsp. 190
Summaryp. 191
Chapter 9 Data Quality and Integrity Issuesp. 193
A Brief Overview of Data Quality and Data Warehousingp. 193
B2C Considerations and Complicationsp. 197
B2B Considerations and Complicationsp. 198
Solving the Data Quality Problem, Part 1: Source Data Analysisp. 200
Solving the Data Quality Problem, Part 2: Operationalizing Data Quality and Integrityp. 203
Summaryp. 207
Chapter 10 Information Privacy and Systems Security Issues for e-Commerce Environmentsp. 209
e-Commerce Foundations That Underlie Privacy and Security Needsp. 211
Acting on Personalization Informationp. 211
Buying and Selling Collections of Informationp. 211
Information Accessibility via the Internetp. 212
Information Privacy--Are There Any Protections?p. 213
The Current State of Web Site Privacyp. 214
How Can Information Be Collected? A Discussion of Cookiesp. 215
The Purpose of Cookiesp. 216
Cookies and Consumer Targetingp. 216
Cookies--Fundamental Privacy Risksp. 217
Cookie Application Development Vulnerabilitiesp. 217
Cookies and Internet Privacyp. 217
The Conflict between Web Advertising and Privacyp. 219
Cookies--Where Are We Going from Here?p. 220
Platform for Privacy Preferences Projectp. 221
Internet Aggregation Servicesp. 222
Access to Government Informationp. 223
Privacy--Where Do We Go from Here?p. 223
Security for e-Commercep. 224
Developing an e-Commerce Security Strategyp. 225
Security Policyp. 226
Risk Analysisp. 226
e-Commerce Threatsp. 227
Attack Methodsp. 229
The "Insider" Threatp. 232
Security Countermeasures and Approachesp. 232
Security Administrationp. 233
Security Processes and Proceduresp. 233
Security Educationp. 234
Encryptionp. 234
e-Commerce Data Warehousing Implicationsp. 238
Privacyp. 238
Securityp. 240
Summaryp. 241
Chapter 11 Solutions Architecture Case Studyp. 243
The Current (Pre-e-Commerce) Acme Computer Business Modelp. 244
Acme's Business Operations: Current and Desired Statesp. 245
Strategy Decisionsp. 253
Acme's e-Commerce Data Warehousing Strategyp. 255
e-Commerce Solutions Architecturep. 257
Infrastructure Architecturep. 257
B2C Software and Applications Architecturep. 259
More about the Acme Computer Data Warehousing Environmentp. 262
B2B Architecturep. 265
Human Resources Initiativesp. 266
Summaryp. 266
Indexp. 269