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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.
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.
Readership
Database practicioners and consultants
Table of 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
Operational
Details
- No. of pages:
- 320
- Language:
- English
- Copyright:
- © 2002
- Published:
- 11th May 2001
- Imprint:
- Morgan Kaufmann
- eBook ISBN:
- 9780080491028
- Print ISBN:
- 9781558607132
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.