Download PDF by Sean Kelly: Data Warehousing: The Route to Mass Communication

By Sean Kelly

ISBN-10: 0471963283

ISBN-13: 9780471963288

ISBN-10: 0585241953

ISBN-13: 9780585241951

Even though businesses have collected a big quantity of information, they have not regularly been capable of use it since it is unstructured, unintegrated, or polluted. This booklet exhibits easy methods to rework this enormous pool of knowledge into details of strategic importance. taking on the place database advertising leaves off, it bargains functional rules for companies to gain mind-blowing reaction premiums from mailings, concentrated advertising and marketing campaigns, and extra.

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Sample text

Good information is the product of inputs from many sources and will, like good art, have in each of its parts something of the other parts. Unfortunately, the nature and evolution of information systems has meant that the quality of the particular has taken precedence over the quality of the whole. And, despite the fact that each particular software application is itself a quality system and can readily produce a profusion of particular detail the combined body of corporate information systems does not generally result in a unified whole.

However, the information systems moved to the rescue as a data warehouse type system guided managers through a carefully Page 16 calculated series of daily markdowns so that by Christmas Day all but a few dolls were soldand none at a discount greater than 25%. 97 plastic ornament was selling heavily which quickly triggered a re-order event. In these two simple instances in the space of a few short weeks K-Mart estimated the increase to their bottom line to be $250 000. Human beings can spot a lot of these patterns after the event; but by then it is too late.

This, in itself, is a welcome development in software engineering but the techniques employed, however rigourous and successful they are in capturing the process requirements, fail completely to capture the decision support requirements. The reason for this is that the business users complain, quite reasonably, that they cannot know all of their requirements for information in advance of the operation of the system. The true reporting requirements are only identified through the dynamic of the business process.

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Data Warehousing: The Route to Mass Communication by Sean Kelly

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