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Data Warehousing and E-Commerce

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Data Warehousing and E-Commerce


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  • Copyright 2001
  • Dimensions: K
  • Pages: 304
  • Edition: 1st
  • Book
  • ISBN-10: 0-13-091154-2
  • ISBN-13: 978-0-13-091154-4

Maximize e-commerce profitability with the power of data warehousing.

  • Apply data warehousing technologies to strengthen your e-business value chain
  • Mobilize your existing data, meta-data, and knowledge assets
  • Includes extensive real-world scenarios and examples

This book offers a start-to-finish blueprint for leveraging the power of data warehousing in e-business. Leading consultant William Lewis demonstrates exactly how to use data warehousing to support your transformation into a multichannel digital enterprise that delivers greater value and builds stronger customer relationships. Lewis demonstrates how to define e-business IT architectures that maximize existing databases and data warehouse resources; how to provide state-of-the-art e-business analytics via "data webhouses," and much more. Coverage includes:

  • The role of metadata repositories, JDBC, SQLJ, XML, and other e-Business technologies
  • Using data warehousing to enhance supply chains, value chains, and delivery channels
  • Representative solutions from Microsoft, Broadbase, E.piphany, and other leading players
  • Techniques for making the most of business information portals
  • Cost-effective e-business data warehouse storage solutions

Each chapter concludes with a running case study from a hypothetical brick-and-mortar company using data warehousing to support its transformation into a multi-channel digital enterprise.

Whether you're an e-business executive, IT professional, database specialist, analyst, architect, strategist, or marketer, Data Warehousing and E-Commerce will help you maximize the business value of every byte of data you own.


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The Transition from

Sample Content

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Click here for a sample chapter for this book: 0130911542.pdf

Table of Contents



1. A Crash (or Collision) Course: A History of Data Warehousing.

The Current State of Data Warehousing and E-Commerce. It's the Data, Stupid! The Means to Many Ends. Business Trends and the Use of Data. Technological Underpinnings. Data Warehousing and E-Commerce at Tiosa Corporation.

2. The New Economy: What Is It, Anyway?

Channels. The Value Chain. Channels and the Value Chain. Integration. Tiosa CorporationÕs Value Chain and Channels.

3. Enterprise IT Architecture for the Digital Economy.

Why Do IT Architecture? Who's Doing IT Architecture? What is an IT Architecture, Anyway? Components of an IT Architecture. Developing and Using a Data Architecture for E-Commerce. Tiosa Group Initiates Data Architecture Management.

4. Output: Turning Data into Information.

Successively Broader Scopes of Data. Interactive and Exploratory Data Analysis. Meta-data for E-Commerce and Beyond. The Business Intelligence Dissemination Lifecycle. E-Business Intelligence at Tiosa Group.

5. Keeping the Data Around: Representation and Storage.

Data Representation: Logical Data Storage. Structured and Unstructured Data. Physical Data Storage. Data-Hardware Interfaces for E-Commerce. Data Storage for E-Commerce at Tiosa Group.

6. Input-Moving the Data Around.

E-Commerce Data Integration. Data-Integration Infrastructure. XML, XML, and More XML. Transforming Data. Successively Broader Scopes of Data Integration. Enhancing the Data: Customer Matching and Householding. Assimilating External Data. Knowledge Management: The Input is the Issue. E-Commerce Data Movement at Tiosa Group.

7. Data as a Product.

E-Commerce and the Data Value Chain. A History of Data as a Product. E-Commerce Impact on Data Resources. Data Ownership. Data Specifications and Quality Data. Profiling of Production Data Resources. Refinement of Production Data Resources. The Data Product at Tiosa Group.

8. Managing the Data Side of E-Commerce Projects.

Project Management, in General-And Briefly. Tasks and Deliverables in an E-Commerce Project. Skills and Staffing: The E-Commerce Data Dream Team. Planning and Scheduling. The “Next” Project: E-Business Intelligence. Tiosa and the E-Commerce Data Dream Team.

9. Case Studies: E-Business Data Management and Data Warehousing.

Electronic Banking: EbizPioneer. Retail B2C: EbizDelivery. Financial B2C: EbizMoney. Financial B2B: EbizGlobal. Manufacturing B2B: EbizToolz. Outsourced E-Business Intelligence: EbizBI.

10. Data Warehousing Versus E-Commerce?

E-Commerce Software Standards. Data Versus Objects? Resolution and Accommodation? Tiosa Group: One Last Visit.

11. A Data E-Technologies Product Catalog.

Web Analytics. Business Intelligence. Online Analytical Processing (OLAP). Turnkey Data Marts. Data Mining. Enterprise Information Portals. Specialized Database Products: Main-memory, XML, and Federated DBMS. Virtual Data Warehousing. Data Enrichment. Customer Data Vendors. Product Data Vendors. Payment Processing and Tax Data Vendors. Extract, Transform, and Load (ETL). Knowledge Management. Application Servers. B2C E-Commerce Servers. B2B E-Commerce Servers. Middleware and Enterprise Application Integration. Relational DBMS. Java and Object-Oriented Development. XML Development. Meta-data Management. Database Administration Tools.

Appendix: How to Read a Data Model Diagram.

Bibliography and Recommended Reading.




What does data warehousing have to do with e-commerce? Is this one book, or really two? Data warehousing is a means to an end; e-commerce is much more an end in itself. But with the ever-increasing importance of data in the digital economy, businesses more than ever need to do their very best in managing every last penny of value out of their digital resources—their data. Effective decision support requires effective data management. Data warehousing is an admittedly loosely defined set of techniques and technologies designed to manage data for effective decision support. These same technologies are quite adaptable to managing data assets for e-business.

Data has "come out of the closet." Prior to the widespread implementation of e-commerce, data management was "just" an internal challenge for businesses. Now the rush to the Internet is on, and businesses, in order to stake out a position in the digital marketplace, must expose the state of their data to customers, partners, and even competitors. Ready or not, this requires data integration, or at the very least, an appearance of data integration. Data warehousing technologies are fundamental enablers of data integration.

In some ways, this book is an information portal. Much of its content is available from other sources, but "content aggregation" is often a worthwhile task. Much content has been aggregated here with the hope that some value has been added along the chain from supplier to consumer. There are original thoughts here too, some of which have been simmering during a multi-decade journey through the sometimes fascinating landscape of commercial information technology. Then there are also opinions strewn about here and there ... watch out and step carefully.

Tiosa Corporation Enters the Digital Economy

Tiosa Corporation is a fictional company that we will use as an ongoing example and case study throughout this book. Tiosa is a mid-size firm that provides financial services to the energy and utility industry. It is currently poised at the brink of the digital marketplace on several fronts at once. As various facets of data warehousing and e-commerce are covered in the text, we will visit the offices of Tiosa Corp. to observe how this company confronts these issues as a result of embarking on a "digital strategy."

And away we go...


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