Data warehousing and business intelligence for e-commerce

Library	Item Barcode	Call Number	Material Type	Item Category 1	Status
Searching... PSZ JB	30000004557959	HF5548.32 S56 2001	Open Access Book	Book	Searching... Unknown
Searching... PSZ JB	30000004558007	HF5548.32 S56 2001	Open Access Book	Book	Searching... Unknown

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.

Foreword	p. vii
Preface	p. xix
Part I Foundations: Concepts and Business Models	p. 1
Chapter 1 Background, Terminology, Opportunity, and Challenges	p. 3
Background: A Look Back at the 1990s	p. 4
ERP Applications Take Hold	p. 5
CRM Catches On	p. 6
Organizations Pursue Data Warehousing to Provide Business Intelligence	p. 7
The Internet Evolves to a Phenomenally Successful e-Commerce Engine	p. 8
Terminology and Discussion	p. 9
Data Warehousing Terminolog	p. 9
Customer Relationship Management Terminology	p. 12
Internet Terminology	p. 15
Opportunity	p. 16
Challenges	p. 27
Discipline-Centric Views	p. 27
Dot-com Spin-offs	p. 29
Operating at "Internet Time"	p. 29
Overcoming the Challenges	p. 29
Summary	p. 30
Chapter 2 Business-to-Consumer Data Warehousing	p. 33
B2C Business Models	p. 34
Basic Product Selling	p. 34
Selling Services	p. 38
Product and Service Packaging and Brokering	p. 40
Portals and Communities	p. 41
Supporting Site for Traditional Channels	p. 42
Classifying a B2C Business	p. 43
A Data Warehousing Content Framework for e-Commerce	p. 46
B2C Data Warehousing Needs	p. 50
Customer-Focused Data Warehousing and Business Intelligence	p. 51
Operationally Focused Data Warehousing and Business Intelligence	p. 59
Summary	p. 59
Chapter 3 Data Warehousing for Consumer-to-Consumer and Consumer-to-Business Models	p. 61
Why the Distinction?	p. 61
C2C Business Models	p. 63
Online Auction Sites	p. 63
C2B Business Models	p. 66
A Closer Look at Integrating Business Intelligence into a C2C Business Model	p. 67
Summary	p. 72
Chapter 4 Business-to-Business Data Warehousing	p. 75
B2B Business Models	p. 76
Supply-Chain-Oriented B2B	p. 76
Marketplace-Centric B2B	p. 78
Hybrid B2B Models	p. 80
More about Business Intelligence Models for B2B	p. 81
Basic Customer Intelligence	p. 81
e-Marketplace Intelligence	p. 85
Value Chain Intelligence	p. 86
Summary	p. 86
Chapter 5 e-Government and Data Warehousing	p. 91
Government-to-Citizen e-Commerce Models	p. 92
G2C Data Warehousing Implications	p. 94
Click-and-Mortar Environments	p. 94
Necessity of a Complete "Customer Database"	p. 95
Geographic Boundaries	p. 104
Point Solution vs. Enterprise Data Warehousing	p. 105
Government-Specific Business Intelligence Metrics	p. 107
Business-to-Government e-Commerce Models	p. 107
B2G Data Warehousing Implications	p. 109
Bids and Awards	p. 109
Ongoing Supply Chain Operations	p. 111
Marketplaces and Exchanges	p. 113
Summary	p. 113
Chapter 6 Business-to-Employee Models and Data Warehousing	p. 115
The ERP Link	p. 116
Matching Employees with Appropriate Services	p. 117
Analyzing B2E Data	p. 119
Click-and-Mortar Environments	p. 119
Summary	p. 120
Part II Building Blocks, Challenges, and Solutions	p. 122
Chapter 7 Core Technologies and Building Blocks	p. 125
Internet Protocols and Environment	p. 127
HyperText Markup Language (HTML)	p. 127
HyperText Transport Protocol (HTTP)	p. 129
Extensible Markup Language (XML)	p. 130
Cookies	p. 132
Wireless Access Protocol (WAP) and Wireless Markup Language (WML)	p. 133
SSL	p. 135
Database Technology	p. 136
Relational Database Technology	p. 136
Nonrelational Database Technology	p. 137
e-Commerce Data Warehousing Implications	p. 137
Application Development and Integration	p. 138
Extraction, Transformation, and Loading (ETL) Tools	p. 139
Messaging-Oriented Middleweave (MOM)	p. 139
Publish-and-Subscribe	p. 140
Directory Services	p. 141
Intelligent Agents	p. 142
Web Servers	p. 142
Application Servers	p. 144
ASPs	p. 147
Procedural Logic	p. 148
e-Commerce Data Warehousing Implications	p. 149
Vendor Web Development Platforms	p. 150
IBM	p. 150
Microsoft	p. 154
Allaire (Cold Fusion)	p. 155
Networking, Communications, and Protocols	p. 158
LANs (Ethernet)	p. 159
Interface Devices	p. 160
Wide Area Networks (WANs)	p. 163
Internet-Specific Networking	p. 165
User-Facing Technology	p. 168
Web Browsers	p. 168
Personal Digital Assistants (PDAs)	p. 169
e-Commerce Data Warehousing Implications	p. 169
Summary	p. 170
Chapter 8 Products for e-Commerce Intelligence	p. 173
Vignette	p. 174
The V/5 e-Business Platform	p. 174
Relationship Marketing Server Overview	p. 174
V/5 Relationship Marketing Server Architecture	p. 177
Ithena	p. 178
Ithena e-CI Premise	p. 179
Key Concepts in Ithena e-CI	p. 179
Ithena e-CI Architecture	p. 182
Ithena e-CI in Other e-Commerce Business Models	p. 183
Revenio Dialog	p. 183
Dialog Marketing Premise	p. 184
A Simple Example of Dialog Marketing	p. 184
Underlying Data Warehousing Environment	p. 187
Designing and Building the Dialog Marketing Environment	p. 189
Supported e-Commerce Business Models	p. 190
Summary	p. 191
Chapter 9 Data Quality and Integrity Issues	p. 193
A Brief Overview of Data Quality and Data Warehousing	p. 193
B2C Considerations and Complications	p. 197
B2B Considerations and Complications	p. 198
Solving the Data Quality Problem, Part 1: Source Data Analysis	p. 200
Solving the Data Quality Problem, Part 2: Operationalizing Data Quality and Integrity	p. 203
Summary	p. 207
Chapter 10 Information Privacy and Systems Security Issues for e-Commerce Environments	p. 209
e-Commerce Foundations That Underlie Privacy and Security Needs	p. 211
Acting on Personalization Information	p. 211
Buying and Selling Collections of Information	p. 211
Information Accessibility via the Internet	p. 212
Information Privacy--Are There Any Protections?	p. 213
The Current State of Web Site Privacy	p. 214
How Can Information Be Collected? A Discussion of Cookies	p. 215
The Purpose of Cookies	p. 216
Cookies and Consumer Targeting	p. 216
Cookies--Fundamental Privacy Risks	p. 217
Cookie Application Development Vulnerabilities	p. 217
Cookies and Internet Privacy	p. 217
The Conflict between Web Advertising and Privacy	p. 219
Cookies--Where Are We Going from Here?	p. 220
Platform for Privacy Preferences Project	p. 221
Internet Aggregation Services	p. 222
Access to Government Information	p. 223
Privacy--Where Do We Go from Here?	p. 223
Security for e-Commerce	p. 224
Developing an e-Commerce Security Strategy	p. 225
Security Policy	p. 226
Risk Analysis	p. 226
e-Commerce Threats	p. 227
Attack Methods	p. 229
The "Insider" Threat	p. 232
Security Countermeasures and Approaches	p. 232
Security Administration	p. 233
Security Processes and Procedures	p. 233
Security Education	p. 234
Encryption	p. 234
e-Commerce Data Warehousing Implications	p. 238
Privacy	p. 238
Security	p. 240
Summary	p. 241
Chapter 11 Solutions Architecture Case Study	p. 243
The Current (Pre-e-Commerce) Acme Computer Business Model	p. 244
Acme's Business Operations: Current and Desired States	p. 245
Strategy Decisions	p. 253
Acme's e-Commerce Data Warehousing Strategy	p. 255
e-Commerce Solutions Architecture	p. 257
Infrastructure Architecture	p. 257
B2C Software and Applications Architecture	p. 259
More about the Acme Computer Data Warehousing Environment	p. 262
B2B Architecture	p. 265
Human Resources Initiatives	p. 266
Summary	p. 266
Index	p. 269

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