Sean Kelly - Data Warehousing: The Route to Mass Communication

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title	:	Data Warehousing : The Route to Mass Customisation
author	:	Kelly, Sean.
publisher	:	John Wiley & Sons, Ltd. (UK)
isbn10 | asin	:	0471963283
print isbn13	:	9780471963288
ebook isbn13	:	9780585241951
language	:	English
subject	Industrial management--Data processing, Decision support systems, Data warehousing, Business planning--Data processing.
publication date	:	1996
lcc	:	HD30.2.K457 1996eb
ddc	:	658.4/012/0287
subject	:	Industrial management--Data processing, Decision support systems, Data warehousing, Business planning--Data processing.

Page iii Data Warehousing The Route to Mass Customisation Sean Kelly JOHN WILEY & SONS Chichester New York Brisbane Toronto Singapore

Page iv Copyright 1996 by John Wiley & Sons Ltd Baffins Lane, Chichester, West Sussex PO19 1UD, England, Telephone (+44) 1234 779777 First printed in hardback 1994, reprinted 1995. Paperback edition with revisions, February 1996. Reprinted May 1996 and October 1996, January 1997 All rights reserved No part of this book may be reproduced by any means or transmitted, or translated into a machine language without the written permission of the publisher. Other Wiley Editorial Offices John Wiley & Sons, Inc., 605 Third Avenue, New York, NY 10158-0012, USA Jacaranda Wiley Ltd, 33 Park Road, Milton, Queensland 4064, Australia John Wiley & Sons (Canada) Ltd, 22 Worcester Road, Rexdale, Ontario M9W 1L1, Canada John Wiley & Sons (Asia) Pte Ltd, 2 Clementi Loop #02-01, Jin Xing Distripark, Singapore 129809 Library of Congress Cataloging-in-Publication Data Kelly, Sean, 1960 Data warehousing: the route to mass customization updated & expanded Sean Kelly. p. cm. Includes bibliographical references and index. ISBN 0-471-96328-3 1. Industrial managementData processing. 2. Decision support systems. 3. Corporate planningData processing. I. Title. HD30.2.K457 1994 658.40120285dc20 94-8497 CIP British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library ISBN 0-471-96328-3 Printed and bound in Great Britain by Redwood Books from author's camera-ready copy

Page v To Nicola, of course

Page vii Contents Preface xi Acknowledgements xv Thoughts on the subject xvii Chapter 1 A General Introduction What is a Data Warehouse?Why Build a Data Warehouse?The Development of Decision Support SystemsThe Need for Integrated DataKnowing your CustomerThe Strategic Nature of InformationMining Data: Harvesting Knowledge. 1 Chapter 2 Information Enterprises: the Early Innovators Competition as a Motor for the Data WarehouseThe Telecommunications IndustryThe Retailing IndustryThe Banking and Insurance IndustriesUsing Corporate Data in Marketing AlliancesThe Integrated Customer Profile. 13 Chapter 3 The Case for Utilising Corporate Data: the Basis for Strategy Strategic and Operational Decision MakingThe Orientation of Decision MakingThe Impact of Cognitive PsychologyDecision TheorySources of Internal Corporate DataSources of External DataCorporate Planning ModelsAnalysis Techniques. 21 Chapter 4 The History of Decision Support Systems: a Record of Failure The Failure of Online Transaction Systems to Provide a Decision Support CapabilityHistory of Database DevelopmentThe Obstacles to Integrated DataSemantic and Syntactic Meaning in DataDecentralised ProcessingExecutive Information SystemsExpert SystemsQuery ToolsStructured Query LanguageAn Overview of the Development of Decision Support Systems. 41

Page viii Chapter 5 Defining the Business Requirements: Building an 'Enterprise Model' What is an Enterprise Model?Why Build an Enterprise Model?Linking Business Processes and Key Information NeedsEnterprise IntegrationDefining Data Warehouse ApplicationsUsing Focusing SessionsManaging ConflictAn Overview of Enterprise Modelling Techniques. 61 Chapter 6 Mass Customisation of Products and Servicesthe Future Trend From Mass Production to Mass CustomisationMechanisms for Segmenting MarketsPersonalisation versus CustomisationIntegrating Customer ServiceSeeing a Single Customer, Not Many Accounts.

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