Home > Store

Internet-Enabled Business Intelligence

Register your product to gain access to bonus material or receive a coupon.

Internet-Enabled Business Intelligence

Premium Website

  • Sorry, this book is no longer in print.
Not for Sale

Description

  • Copyright 2003
  • Edition: 1st
  • Premium Website
  • ISBN-10: 0-13-040951-0
  • ISBN-13: 978-0-13-040951-5

Link business intelligence to the Web! Technologies, integration, and applications.

  • Internet-enabled business intelligence: from planning to profit
  • In-depth coverage of integration and key enabling technologies, including Java and XML
  • Advanced analysis and profiling: understand customers better, and respond faster
  • Clickstrean analysis: understanding how customers use your site
  • Linking data warehouses to CRM and other enterprise/value chain systems

This is the first start-to-finish guide to planning, deploying, and profiting from Internet-enabled data warehouses. Leading business intelligence specialist William Giovinazzo covers every enabling technology, every analysis approach, and every key challenge you'll face in linking business intelligence to the Web. From infrastructure integration to state-of-the-art profiling and wireless applications, Giovinazzo shows how everything fits together—and exactly how to use Web-enabled data warehouses to deliver powerful ROI in your business.

  • How the Internet enhances your business intelligence infrastructure
  • Leveraging key enabling technologies: Java, XML, XSL, and more
  • Breakthrough analysis techniques: understand customers better, and respond faster!
  • Integrating data warehouses with CRM and other enterprise and inter-enterprise systems
  • Establishing common warehouse metadata
  • Drawing on the clickstreams generated by your Web and e-commerce sites
  • Personalization techniques that work

Sample Content

Online Sample Chapter

Internet-Enabled Business Intelligence

Downloadable Sample Chapter

Click here for a sample chapter for this book: 0130409510.pdf

Table of Contents



Acknowledgments.


Introduction.

I. THE SOLUTION.

1. The Solution.
2. Evolution to e-Enterprise.

The Internet: Hype or Hope? Building the Internet. The Evolution to e-Commerce. The Internet Marketplace. Conclusion.

3. Internet-Enabled Business Intelligence.

Intelligence. Anatomy of Business Intelligence. Conclusion.

II. MAKING THE INTERNET WORK.

4. The Web-Enabled Information Infrastructure.
5. Servers: The Heart of IEBI.

The Server. The Mainframe. Client/Server Architecture: The Upstart Crow. The Internet. The Oracle 9 Internet Application Server. Conclusion.

6. The Internet Network.

Standards Bodies. The ISO/OSI Reference Model. IEEE 802 Specifications. TCP/IP. Talking Over the Internet. Dynamic Host Configuration Protocol. Conclusion.

III. THE SOFTWARE OF THE INTERNET.

7. Empowering the Internet-Enabled Information Infrastructure.
8. Java.

Object Orientation. The Java Programming Language. Introduction to the Java Platform. Java Specification Request (JSR). JavaBeans. Conclusion.

9. eXtensible Markup Language.

The Origins of XML. XML as a Medium of Exchange. The All-Powerful Wizard of XML. Parsers: Nothing Happens Until Someone Sells Something. XSL: The Internet's Rosetta Stone. XML in the Real World. Conclusion.

10. Common Warehouse Metadata.

What Is Metadata? Metadata and IEBI. Types of Metadata. The Central Metadata Repository. Enterprise Data Model. OMG & OMA. Common Warehouse Metadata Interchange. The CWMI Architecture. XML Metadata Interchange. Summary.

IV. BUILDING RELATIONSHIPS OVER THE INTERNET.

11. Look Outward Angel.
12. CRM in the Internet Age.

The Customer-Driven Organization. The Ultimate in Customer-Driven. CRM in the Internet Age. Conclusion.

13. Swimming in the Clickstream.

The Importance of Customer Identification. Understanding Customer Behavior in the Internet Age. The Clickstream. Cookies. Conclusion.

14. Personalization.

Defining Personalization. Data Mining. The Data Mining Process. Summary.

15. The Road Goes Ever Onward.

One Last Visit with Billy Boy. Web Services. Go Gently Into that Dark Night. Summary.

Appendix A. Recommended Reading.
Appendix B. Glossary.
Index.

Preface

INTRODUCTION

So, whatUs the problem? In this book, we present Internet Enabled Business Intelligence(IEBI) as a solution. Unfortunately, the word solution has been so abused bymarketers that it has lost meaning. We begin, therefore, by looking at the characteristicsof a solution. One of the responses I received to this approach from anearly reviewer caught me a bit off guard. "Great, Internet Enabled Business Intelligenceis a solution," he said. "So, whatUs the problem?" At first I sputtered outsome inarticulate platitude, aggravated that he was giving me a hard time. Then,after some reflection, I realized that often, as system engineers, we forget the realissue when we build systems. Whether they are Business Intelligence (BI) systems,supply chain management, or even email, they all have a problem for which we aretrying to find a solution.

So, letUs ask the question one more time. WhatUs the problem?

The easy access to information provided by the Internet has intensified thecompetitive environment. Today we live in what has become known as the informationage. Information has taken on more value today than at any other time inhuman history. People are more informed, more connected, than ever before. Politiciansstruggle with a 24-hour news cycle. Governments wrestle with the conflictbetween freedom of information and national security concerns. During the PersianGulf war, CNN was a major source of strategic information for Iraq. The sameis true of consumer information. Product reviews, consumer advocacy groups, andindividual customer opinions are all there for anyone to read. ThatUs the goodnews. There is a lot of information out there.

The bad news is that there is a lot of information out there. We all know bynow that our organizations are awash in data. In the summer of 2001, the WhiteHouse received warnings of a terrorist attack. FBI field agents sent in warningsconcerning possible terrorists attending flight schools. The problem was that allthese separate pieces of information were couched in a cacophony, other nonrelatedpieces of information. Imagine yourself for a moment at your local consumerelectronics store, standing in front of a wall of televisions. Then imagine each televisionon a different channel with the volume turned up as loud as possible. Thinkof the challenge in trying to understand all those different information feeds anddevelop some consolidated view of the world. That is what the average organizationfaces today. We are drowning in data. Do we sleep, perchance to dream? Or,do we take up arms against a sea of data? If we sleep, if we continue to try todo business as usual, then we will most certainly die. Our organizations will loseout in the marketplace to those competitors who have adapted to this changingenvironment, to those who have learned how to harness the power of this sea ofinformation.

In short, our problem is twofold. On one hand, we are competing in an environmentwhere consumers and competitors are better informed. On the otherhand, there is so much information flowing through the organization that it isalmost impossible to make any sense of it. This is the problem; IEBI is the solution.

This text is divided into four sections. The first section, chapters 1 through 3,describes the IEBI solution. We begin this section by differentiating a solution froma mixture. The text then describes the ingredients of the IEBI solution. In Chapter2, we discuss the evolution of the Internet from both a technical and economic perspective.Chapter 3 discusses the anatomy of BI, exploring the BI loop and its componentsin detail.

In the second section, chapters 4 through 6, we study the Internet itself. InChapter 5, we discuss servers, the heart of the Internet, distinguishing between thedifferent architectural alternatives available to systems designers. We discuss howcommunication occurs over the Internet in Chapter 6. How does a thing called aURL connect a client to a server on the other side of the planet? While this mayseem basic to some, understanding the nuances of this architecture will have animpact on our implementations.

The third section, chapters 7 through 10, studies the software of the Internet.We discuss application development on a multi-tier architecture in Chapter 8. InChapter 9, we discuss how XML provides a structure for sharing data over the Net.We then discuss in Chapter 10 how the Common Warehouse Metadata Interchange(CWMI) uses this structure for the communication of metadata betweensystems.

In the final section, we examine the ultimate objective, using IEBI to be morecompetitive in the information age. The key to being more competitive is to createa customer-driven culture in our organizations. We discuss what this means in Chapter 12. In Chapter 13, we see how we can use the Internet to capture the informationnecessary to understand our customers, and in Chapter 14, we see how touse it.

You will note that I have provided a recommended reading list as an Appendixto the book. I am not so foolish to believe that any one book can be the one booka person will ever need to read on this subject. I donUt know of any topic so narrowthat any one book can be the exclusive work on that subject, much less so broad asubject as IEBI. Even if such an accomplishment were possible, I am not so vain asto believe that I could write it. Rather, I see this book as one step in a very long journey.For some, it may be the first step, for others it may be much farther down theroad. In either case, the books IUve listed provide additional resources for you tocontinue your study beyond what we have done here.

Now that we understand what it is we are discussing, let me tell you about mysisterUs kitchen. Having inherited the old homestead, she has become the matriarchof the family. When any of my siblings or I go back home, we are going back to ouractual home. As we sit in her kitchen, my motherUs kitchen, the phantoms of thosewho have gone linger in the shadows. The thousand raucous family gatheringswith all the laughter, debates, shouting, and roughhousing, still reverberate in thevery structure of that old house. In the increasingly rare quiet moments, you canhear them. I can see my father sitting at the head of the table telling stories of hisown childhood, my uncle leaning over telling me his own version of the story. Inmy mindUs eye my Mother is at her post, cooking. "Get out of here with your longhair," she tells my sisters. She lived in fear of their hair getting in the food. Theyare all still there, faint echoes you can only hear with your heart.

While most of my fatherUs generation has gone on, new memories are beingcreated. If you sit at my sisterUs kitchen table long enough, you will eventuallymeet everyone in my home town. Everyone passes through. It is the stereotypicalItalian kitchen, lots of food and lots of conversation, lots and lots and lots of veryloud conversation. In all that talk, there is no tangent too wild, no reference tooobscure, no metaphor stretched too thin to be leveraged for forensic advantage.The only rule of engagement seems to be, the more wild the claim or ludicrous thestatement, the louder it must be stated. Most participants in family discussionsleave one very hoarse and a little deaf.

This is how I have learned to discuss topics. Wild tangents and clever anecdotesonly deepen the discussion. Many topics we will discuss in our explorationof IEBI have their traditional explanations. Rather than opt for the same worn, triteexamples, I have attempted to take a different route, a more scenic excursion. Wewill go down paths that seem tangential, or make references that are somewhatwild, but in the end, they will only add to our understanding of the subject. I hopethrough this unorthodox style to provide you with a richer, more rewarding experiencethan typically found in technical books.

Everything is connected. We cannot be myopic in our view of any one subject.We must endeavor to see the whole as well as the individual parts. It is my objectivethat through such an experience, I can share with you the same thrill, the sameexcitement that I feel for this subject. It is my desire that after reading this book,you will feel the same eager anticipation I feel for what we—you and I—canaccomplish with Internet Enabled Business Intelligence.

—William A. Giovinazzo
2002

Updates

Submit Errata

More Information

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.

Overview


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information


To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.

Surveys

Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.

Newsletters

If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information


Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.

Security


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

Children


This site is not directed to children under the age of 13.

Marketing


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information


If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

Choice/Opt-out


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information


Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents


California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure


Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

Links


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact


Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice


We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020