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Designing data warehouses : supporting customer relationship management

Langue : Anglais

Auteur :

Couverture de l’ouvrage Designing data warehouses : supporting customer relationship management

The first complete guide to building tomorrows CRM-focused data warehouses!

  • Start-to-finish methodology: Planning, ROI, conceptual/logical models, physical implementation, and beyond.
  • Project management: deliverables, assumptions, risks, and team-building -- including a full breakdown of work.
  • Choosing software for loading, extraction, transformation, querying, data mining, campaign management, personalization, and metadata.
Todays next-generation data warehouses are being built with a clear goal: to maximize the power of Customer Relationship Management. To make CRM-focused data warehousing work, IT professionals need new techniques, and new methodologies. In this book, Dr. Chris Todman delivers the first start-to-finish methodology for defining, designing, and implementing CRM-focused data warehouses. Designing Data Warehouses: Supporting Customer Relationship Management starts by identifying critical design challenges that are unique to CRM-focused data warehousing. In the context of CRM, Todman reviews data warehouse conceptual models, logical models, and physical implementation, and focuses on the crucial implications of time in data warehouse modeling and querying. Youll discover how to estimate the ROI of CRM-focused data warehousing in advance, manage data warehouse projects more effectively, and select the right software for loading, extraction, transformation, querying, data mining, campaign management, personalization, and metadata. Finally, Todman previews the future of data warehousing, covering temporal databases, OLAP SQL extensions, active decision support, the integration of external and unstructured data, next-generation search agents, and more.

Dr. Chris Todman has, for the last decade, specialized in data warehousing projects throughout the telecommunications, financial services automotive and utilities industries. An IT professional for more than 20 years, Todman has earned a Ph.D. based in part on his advanced research into data warehousing.

1. Customer Relationship Management.
The Business Dimension. Business Goals. Business Strategy. The Value Proposition. Customer Relationship Management. Summary.

2. An Introduction to Data Warehousing.
Introduction. What Is a Data Warehouse? Dimensional Analysis. Building a Data Warehouse. Problems When Using Relational Databases. Summary.

3. Design Problems We Have to Face Up To.
Dimensional Data Models. What Works for CRM. Summary.

4. The Implications of Time in Data Warehousing.
The Role of Time. Problems Involving Time. Capturing Changes. First-Generation Solutions for Time. Variations on a Theme. Conclusions to the Review of First-Generation Methods.

5. The Conceptual Model.
Requirements of the Conceptual Model. The Identification of Changes to Data. Dot Modeling. Dot Modeling Workshops. Summary.

6. The Logical Model.
Logical Modeling. The Implementation of Retrospection. The Use of the Time Dimension. Logical Schema. Performance Considerations. Choosing a Solution. Frequency of Changed Data Capture. Constraints. Evaluation and Summary of the Logical Model.

7. The Physical Implementation.
The Data Warehouse Architecture. CRM Applications. Backup of the Data. Archival. Extraction and Load. Summary.

8. Business Justification.
The Incremental Approach. The Submission. Summary.

9. Managing the Project.
Introduction. What Are the Deliverables? What Assumptions and Risks Should I Include? What Sort of Team Do I Need? Summary.

10. Software Products.
Extraction, Transformation, and Loading. OLAP. Query Tools. Data Mining. Campaign Management. Personalization. Metadata Tools. Sorts.

11. The Future.
Temporal Databases (Temporal Extensions). OLAP Extensions to SQL. Active Decision Support. External Data. Unstructured Data. Search Agents. DSS Aware Applications.

Appendix A. Wine Club Temporal Classifications.
Appendix B. Dot Model for the Wine Club.
Appendix C. Logical Model for the Wine Club.
Appendix D. Customer Attributes.
References.
Index.

Date de parution :

Ouvrage de 326 p.

17x23 cm

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Prix indicatif 50,62 €

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