Data Warehousing And Business Intelligence For e-Commerce


  • Alan Simon
  • Steven Shaffer

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.

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Database practicioners and consultants


Book information

  • Published: May 2001
  • ISBN: 978-1-55860-713-2

Table of Contents

ForewordPrefacePart I: Foundations: Concepts and Business ModelsChapter 1: Background, Terminology, Opportunity, and ChallengesBackground: A Look Back at the 1990sERP Applications Take HoldCRM Catches OnOrganizations Pursue Data Warehousing to Provide Business IntelligenceThe Internet Evolves to a Phenomenally Successful e-Commerce EngineTerminology and DiscussionData Warehousing TerminologyCustomer Relationship Management TerminologyInternet TerminologyOpportunityChallengesDiscipline-Centric ViewsDot-com Spin-offsOperating at "Internet Time" Overcoming the ChallengesSummaryChapter 2: Business-to-Consumer Data WarehousingB2C Business ModelsBasic Product SellingSelling ServicesProduct and Service Packaging and BrokeringPortals and CommunitiesSupporting Site for Traditional ChannelsClassifying a B2C BusinessA Data Warehousing Content Framework for e-CommerceB2C Data Warehousing NeedsCustomer-Focused Data Warehousing and Business IntelligenceOperationally Focused Data Warehousing and Business IntelligenceSummaryChapter 3: Data Warehousing for Consumer-to-Consumer and Consumer-to-Business ModelsWhy the Distinction?C2C Business ModelsOnline Auction SitesC2B Business ModelsA Closer Look at Integrating Business Intelligence into a C2C Business ModelSummaryChapter 4: Business-to-Business Data WarehousingB2B Business ModelsSupply-Chain-Oriented B2BMarketplace-Centric B2BHybrid B2B ModelsMore about Business Intelligence Models for B2BBasic Customer Intelligencee-Marketplace IntelligenceValue Chain IntelligenceSummaryChapter 5: e-Government and Data WarehousingGovernment-to-Citizen e-Commerce ModelsG2C Data Warehousing ImplicationsClick-and-Mortar EnvironmentsNecessity of a Complete "Customer Database"Geographic BoundariesPoint Solution vs. Enterprise Data WarehousingGovernment-Specific Business Intelligence MetricsBusiness-to-Government e-Commerce ModelsB2G Data Warehousing ImplicationsBids and AwardsOngoing Supply Chain OperationsMarketplaces and ExchangesSummaryChapter 6: Business-to-Employee Models and Data WarehousingThe ERP LinkMatching Employees with Appropriate ServicesAnalyzing B2E DataClick-and-Mortar EnvironmentsSummaryPart II: Building Blocks, Challenges, and SolutionsChapter 7: Core Technologies and Building BlocksInternet Protocols and EnvironmentHyperText Markup Language (HTML)HyperText Transport Protocol (HTTP)Extensible Markup Language (XML)CookiesWireless Access Protocol (WAP) and Wireless Markup Language (WML)SSLDatabase TechnologyRelational Database TechnologyNonrelational Database Technologye-Commerce Data Warehousing ImplicationsApplication Development and IntegrationExtraction, Transformation, and Loading (ETL) ToolsMessaging-Oriented Middleweave (MOM)Publish-and-SubscribeDirectory ServicesIntelligent AgentsWeb ServersApplication ServersASPsProcedural Logice-Commerce Data Warehousing ImplicationsVendor Web Development PlatformsIBMMicrosoftAllaire (Cold Fusion)Networking, Communications, and ProtocolsLANs (Ethernet)Interface DevicesWide Area Networks (WANs)Internet-Specific NetworkingUser-Facing TechnologyWeb BrowsersPersonal Digital Assistants (PDAs)e-Commerce Data Warehousing ImplicationsSummaryChapter 8: Products for e-Commerce IntelligenceVignetteThe V/5 e-Business PlatformRelationship Marketing Server OverviewV/5 Relationship Marketing Server ArchitectureIthenaIthena e-CI PremiseKey Concepts in Ithena e-CIIthena e-CI ArchitectureIthena e-CI in Other e-Commerce Business ModelsRevenio DialogDialog Marketing PremiseA Simple Example of Dialog MarketingUnderlying Data Warehousing EnvironmentDesigning and Building the Dialog Marketing EnvironmentSupported e-Commerce Business ModelsSummaryChapter 9: Data Quality and Integrity IssuesA Brief Overview of Data Quality and Data WarehousingB2C Considerations and ComplicationsB2B Considerations and ComplicationsSolving the Data Quality Problem, Part 1: Source Data AnalysisSolving the Data Quality Problem, Part 2: Operationalizing Data Quality and IntegritySummaryChapter 10: Information Privacy and Systems Security Issues for e-Commerce Environmentse-Commerce Foundations That Underlie Privacy and Security NeedsActing on Personalization InformationBuying and Selling Collections of InformationInformation Accessibility via the InternetInformation Privacy—Are There Any Protections?The Current State of Web Site PrivacyHow Can Information Be Collected? A Discussion of CookiesThe Purpose of CookiesCookies and Consumer TargetingCookies—Fundamental Privacy RisksCookie Application Development VulnerabilitiesCookies and Internet PrivacyThe Conflict between Web Advertising and PrivacyCookies—Where Are We Going from Here?Platform for Privacy Preferences ProjectInternet Aggregation ServicesAccess to Government InformationPrivacy—Where Do We Go from Here?Security for e-CommerceDeveloping an e-Commerce Security StrategySecurity PolicyRisk Analysise-Commerce ThreatsAttack MethodsThe "Insider" ThreatSecurity Countermeasures and ApproachesSecurity AdministrationSecurity Processes and ProceduresSecurity EducationEncryptione-Commerce Data Warehousing ImplicationsPrivacySecuritySummaryChapter 11: Solutions Architecture Case StudyThe Current (Pre-e-Commerce) Acme Computer Business ModelAcme's Business Operations: Current and Desired StatesStrategy DecisionsAcme's e-Commerce Data Warehousing Strategye-Commerce Solutions ArchitectureInfrastructure ArchitectureB2C Software and Applications ArchitectureMore about the Acme Computer Data Warehousing EnvironmentB2B ArchitectureHuman Resources InitiativesSummaryIndex