e-data: Turning Data into Information with Data Warehousing - Hardcover

Dyche, Jill

Hardcover

ISBN 10: 0201710560 ISBN 13: 9780201710564

Publisher: Addison Wesley, 2000

Synopsis

Data warehouse adoption is increasing 30-40% per year, and data warehouse technology is evolving rapidly to serve new requirements. e-Data: Turning Data Into Information with Data Warehousing is the complete manager's briefing on what this technology can do today, and how to achieve optimal results. Start by understanding why data warehousing has generated so much excitement throughout the business community; review four types of decision support analyses commonly performed with data warehouses; understand how data warehouses support powerful new database marketing applications; and see data warehousing at work in a wide range of industries. Next, master data warehouse technologies, understand today's best practices for implementation and staffing, and learn the tough questions to ask vendors before you make product commitments. e-Data includes detailed metrics for evaluating the success of a data warehouse; techniques for identifying both "hard" and "soft" benefits; and "from the trenches" advice on what to do next, once your data warehouse is running successfully. For IT managers, business professionals, consultants, and others who need to understand the benefits of the latest data warehousing technology.

About this title

Review

Data warehousing is one of those concepts that can be very hard to grasp at first--especially if you are not a database person. In e-Data: Turning Data into Information with Data Warehousing, author and data-warehousing expert Jill Dyché offers the big picture of data warehousing in an informative and comfortable read.

Although the title may spark notions of an Internet-specific topic, the author's term "e-data" isn't a Net-related notion at all. By e-data, she means any data that has been refined and stored in a data warehouse, whether Internet related or not. She explains the basic concepts behind data warehousing and decision support systems in refreshingly plain English. Dyché also provides real-world case study summaries of well-known corporations such as Hallmark and Bank of America, as well as the applications of data warehousing by industry segment.

Some of the technologies that make data warehousing possible are discussed, but the book is primarily focused at the managers and executives responsible for implementing successful marketing and data management strategies. The discussion is lifted above the technical details of how data warehousing takes place to examine why your organisation should consider the approach.

There is plenty of focus on the daunting task of implementing a data warehouse and the author provides many tips for selecting the proper consultants, technologies and staff to do the job. This text is a great real-world introduction to the sphere of data warehousing. --Stephen W Plain, Amazon.com

Topics covered: Data warehouses, decision support systems, data mining, target marketing, cross-selling, sales analysis, industry applications, database tools, vendor selection, project planning and pitfalls.

From the Back Cover

"Jill Dyché does an expert job of describing the varied uses of data warehouses and data marts--not only in marketing, but across lines of business."
-- Martha Rogers, Ph.D.

Over the last ten years the strategic use of detailed data has changed the face of business. This change was made possible through the use of data warehouses, which are now widely accepted for their role in the delivery of decision-support and business-intelligence applications. Today's data warehouses are the critical hubs of such burgeoning strategic initiatives as e-commerce, knowledge management, database marketing, and customer relationship management. Given this, a working knowledge of the fundamentals of data warehousing is essential for today's executives, managers, and other professionals who must maximize the power of data warehousing in both existing business contexts and future strategic initiatives.

Written especially for these business professionals, e-Data: Turning Data into Information with Data Warehousing covers data warehousing and its surrounding technologies in a straightforward and engaging way, illustrating how companies are leveraging their data warehouses to serve a wide range of business needs. This book clearly lays out what business people should know about data warehouse implementation and the best techniques for evaluating and justifying new data warehouses and data marts. This book provides:

• Definitions of key data warehousing terms
• Descriptions of emerging database marketing applications that mandate detailed data
• A primer on data warehouse technologies, as well as a clear taxonomy of different analysis types
• Staffing and hiring tips for data warehouse development teams
• A review of the diverse uses of business intelligence across various industries
• Key questions to ask your vendors and consultants
• A fresh perspective on the politics involved with data warehouses
• Checklists and success metrics for evaluating data warehouse effectiveness
• Coming trends in the use of e-data in business

Inspirational real-world case studies and staff profiles appear throughout, showcasing data warehousing's "vanguards"--companies that have succeeded in achieving long-term financial and strategic benefits. Included are Bank of America, Charles Schwab & Co., Qantas Airways, GTE, Royal Bank of Canada, Sears, and Twentieth Century Fox.

e-Data provides invaluable information about data warehousing as a whole, its development and strategic value, the technologies that support it, and its effect on corporate decision making--information that will enable you to turn a gold mine of raw data into valuable information, position your company for market leadership, and enhance customer satisfaction.

0201657805B04062001

Edition details

• Publisher: Addison Wesley
• Publication date: 2000
• Language: English
• ISBN 10: 0201710560
• ISBN 13: 9780201710564
• Binding: Hardcover