DATA WAREHOUSING AND BUSINESS INTELLIGENCE FOR E-COMMERCE
To order this title, and for more information, click here
By Alan Simon Steven Shaffer
Description 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.
Audience
Database practicioners and consultants
Contents Foreword
Preface
Part I: Foundations: Concepts and Business Models
Chapter 1: Background, Terminology, Opportunity, and Challenges
Background: A Look Back at the 1990s
ERP Applications Take Hold
CRM Catches On
Organizations Pursue Data Warehousing to Provide
Business Intelligence
The Internet Evolves to a Phenomenally Successful e-Commerce Engine
Terminology and Discussion
Data Warehousing
Terminology
Customer Relationship Management Terminology
Internet Terminology
Opportunity
Challenges
Discipline-Centric Views
Dot-com
Spin-offs
Operating at "Internet Time"
Overcoming the Challenges
Summary
Chapter 2: Business-to-Consumer Data Warehousing
B2C
Business Models
Basic Product Selling
Selling Services
Product and Service Packaging and Brokering
Portals and Communities
Supporting
Site for Traditional Channels
Classifying a B2C Business
A Data Warehousing Content Framework for e-Commerce
B2C Data Warehousing
Needs
Customer-Focused Data Warehousing and Business Intelligence
Operationally Focused Data Warehousing and Business Intelligence
Summary
Chapter 3: Data Warehousing for Consumer-to-Consumer and Consumer-to-Business Models
Why the Distinction?
C2C Business
Models
Online Auction Sites
C2B Business Models
A Closer Look at Integrating Business Intelligence into a C2C Business Model
Summary
Chapter 4: Business-to-Business Data Warehousing
B2B Business Models
Supply-Chain-Oriented B2B
Marketplace-Centric B2B
Hybrid
B2B Models
More about Business Intelligence Models for B2B
Basic Customer Intelligence
e-Marketplace Intelligence
Value Chain Intelligence
Summary
Chapter 5: e-Government and Data Warehousing
Government-to-Citizen e-Commerce Models
G2C Data Warehousing Implications
Click-and-Mortar Environments
Necessity of a Complete "Customer Database"
Geographic Boundaries
Point Solution vs. Enterprise Data
Warehousing
Government-Specific Business Intelligence Metrics
Business-to-Government e-Commerce Models
B2G Data Warehousing Implications
Bids and Awards
Ongoing Supply Chain Operations
Marketplaces and Exchanges
Summary
Chapter 6: Business-to-Employee Models and
Data Warehousing
The ERP Link
Matching Employees with Appropriate Services
Analyzing B2E Data
Click-and-Mortar Environments
Summary
Part II: Building Blocks, Challenges, and Solutions
Chapter 7: Core Technologies and Building Blocks
Internet Protocols and
Environment
HyperText Markup Language (HTML)
HyperText Transport Protocol (HTTP)
Extensible Markup Language (XML)
Cookies
Wireless
Access Protocol (WAP) and Wireless Markup Language (WML)
SSL
Database Technology
Relational Database Technology
Nonrelational Database
Technology
e-Commerce Data Warehousing Implications
Application Development and Integration
Extraction, Transformation, and Loading
(ETL) Tools
Messaging-Oriented Middleweave (MOM)
Publish-and-Subscribe
Directory Services
Intelligent Agents
Web Servers
Application
Servers
ASPs
Procedural Logic
e-Commerce Data Warehousing Implications
Vendor Web Development Platforms
IBM
Microsoft
Allaire
(Cold Fusion)
Networking, Communications, and Protocols
LANs (Ethernet)
Interface Devices
Wide Area Networks (WANs)
Internet-Specific
Networking
User-Facing Technology
Web Browsers
Personal Digital Assistants (PDAs)
e-Commerce Data Warehousing Implications
Summary
Chapter 8: Products for e-Commerce Intelligence
Vignette
The V/5 e-Business Platform
Relationship Marketing Server Overview
V/5 Relationship Marketing Server Architecture
Ithena
Ithena e-CI Premise
Key Concepts in Ithena e-CI
Ithena e-CI Architecture
Ithena
e-CI in Other e-Commerce Business Models
Revenio Dialog
Dialog Marketing Premise
A Simple Example of Dialog Marketing
Underlying
Data Warehousing Environment
Designing and Building the Dialog Marketing Environment
Supported e-Commerce Business Models
Summary
Chapter 9: Data Quality and Integrity Issues
A Brief Overview of Data Quality and Data Warehousing
B2C Considerations and Complications
B2B Considerations and Complications
Solving the Data Quality Problem, Part 1: Source Data Analysis
Solving the Data Quality Problem,
Part 2: Operationalizing Data Quality and Integrity
Summary
Chapter 10: Information Privacy and Systems Security Issues for e-Commerce
Environments
e-Commerce Foundations That Underlie Privacy and Security Needs
Acting on Personalization Information
Buying and Selling
Collections of Information
Information Accessibility via the Internet
Information Privacy?Are There Any Protections?
The Current State
of Web Site Privacy
How Can Information Be Collected? A Discussion of Cookies
The Purpose of Cookies
Cookies and Consumer Targeting
Cookies?Fundamental Privacy Risks
Cookie Application Development Vulnerabilities
Cookies and Internet Privacy
The Conflict between
Web Advertising and Privacy
Cookies?Where Are We Going from Here?
Platform for Privacy Preferences Project
Internet Aggregation Services
Access to Government Information
Privacy?Where Do We Go from Here?
Security for e-Commerce
Developing an e-Commerce Security Strategy
Security Policy
Risk Analysis
e-Commerce Threats
Attack Methods
The "Insider" Threat
Security Countermeasures and Approaches
Security
Administration
Security Processes and Procedures
Security Education
Encryption
e-Commerce Data Warehousing Implications
Privacy
Security
Summary
Chapter 11: Solutions Architecture Case Study
The Current (Pre-e-Commerce) Acme Computer Business Model
Acme's
Business Operations: Current and Desired States
Strategy Decisions
Acme's e-Commerce Data Warehousing Strategy
e-Commerce Solutions
Architecture
Infrastructure Architecture
B2C Software and Applications Architecture
More about the Acme Computer Data Warehousing
Environment
B2B Architecture
Human Resources Initiatives
Summary
Index
Books and book related electronic products are priced in US dollars (USD), euro (EUR), and Great Britain Pounds (GBP). USD prices apply to the Americas and Asia Pacific. EUR prices apply in Europe and the Middle East. GBP prices apply to the UK and all other countries.
To order this title, and for more information, click 
