Data Warehousing And Business Intelligence For e-Commerce

Data Warehousing And Business Intelligence For e-Commerce

1st Edition - May 11, 2001

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  • Authors: Alan Simon, Steven Shaffer
  • eBook ISBN: 9780080491028

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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.

Key Features

* Includes the latest from successful data warehousing consultants whose work has encouraged the field's new focus on e-commerce.
* Presents information that is written for both consultants and practitioners in companies of all sizes.
* Emphasizes the special needs and opportunities of traditional brick-and-mortar businesses that are going online or participating in B2B supply chains or e-marketplaces.
* Explains how long-standing assumptions about data warehousing have to be rethought in light of emerging business models that depend on customer intimacy.
* Provides advice on maintaining data quality and integrity in environments marked by extensive customer self-input.
* Advocates careful planning that will help both old economy and new economy companies develop long-lived and successful e-commerce strategies.
* Focuses on data warehousing for emerging e-commerce areas such as e-government and B2E environments.


Database practicioners and consultants

Table of Contents

  • Foreword


    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



    Discipline-Centric Views

    Dot-com Spin-offs

    Operating at "Internet Time"

    Overcoming the Challenges


    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


    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


    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


    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


    Chapter 6: Business-to-Employee Models and Data Warehousing

    The ERP Link

    Matching Employees with Appropriate Services

    Analyzing B2E Data

    Click-and-Mortar Environments


    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)


    Wireless Access Protocol (WAP) and Wireless Markup Language (WML)


    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)


    Directory Services

    Intelligent Agents

    Web Servers

    Application Servers


    Procedural Logic

    e-Commerce Data Warehousing Implications

    Vendor Web Development Platforms



    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


    Chapter 8: Products for e-Commerce Intelligence


    The V/5 e-Business Platform

    Relationship Marketing Server Overview

    V/5 Relationship Marketing Server Architecture


    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


    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


    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


    e-Commerce Data Warehousing Implications




    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



Product details

  • No. of pages: 320
  • Language: English
  • Copyright: © Morgan Kaufmann 2001
  • Published: May 11, 2001
  • Imprint: Morgan Kaufmann
  • eBook ISBN: 9780080491028

About the Authors

Alan Simon

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 Shaffer

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.

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