Data Warehousing - by Sean Kelly (Paperback)

About the Book

Though companies have amassed an enormous amount of data, they haven't always been able to use it because it is unstructured, unintegrated or polluted. This book shows how to transform this vast pool of data into information of strategic significance. Taking up where database marketing leaves off, it offers practical ideas for businesses to realize staggering response rates from mailings, focuses marketing campaigns, and more.

Book Synopsis

Though companies have amassed an enormous amount of data, they haven't always been able to use it because it is unstructured, unintegrated, or polluted. This book shows how to transform this vast pool of data into information of strategic significance. Taking up where database marketing leaves off, it offers practical ideas for businesses to realize staggering response rates from mailings, focused marketing campaigns, and more.

From the Back Cover

Data warehousing is about transforming the data which an organization possesses and turning it into information of strategic significance. Data Warehousing explores the most pressing issue in business today - the means to improve strategic decision making. Data Warehousing represents a map for a new way of looking at data and information. Data exists in abundance but it is often unusable to support decision making because it is unstructured, unintegrated, aged or polluted.

• explores the issue whether to build a full enterprise data warehouse, or whether to go for a scaled down "data mart"
• updated to include the latest developments, acronyms, and techniques
• compares and contrasts relational and multidimensional databases
• evaluates the use of data warehousing to support operational processing
• reports on innovative designs for optimal performance of relational databases for a "query intensive" world
• analyzes artificial intelligence data mining tools
• examines new case histories...and the reactions of the organizations involved

It has been a momentous change. Information Technology is no longer a business resource, it is the business environment. The Economist 1994 Successfully combines theory with hard-headed practical advice for those who want to proceed with a data warehouse project. Technology Strategies 1995 ... this intriguing no-nonsense guide to the pleasures and pitfalls will illuminate your steps .... Can't do without it. Managing Information 1995 Data warehousing is used in marketing, strategic decision making ... even crime detection. Whichever business you're in, if you supply data to management, or need information in order to manage - you'll need to know about data warehousing.

About the Author

Seán Kelly is an author, lecturer, software engineer and international business consultant who has founded a number of separate businesses in the field of customer intelligence and information exploitation. Seán was formerly head of the European business intelligence division of Sybase Inc. and was a founder of the prestigious Data Warehouse network. His groundbreaking book Data Warehousing: The route to mass customization, published by Wiley in the early 1990s, was a major influence on the tide of business intelligence investment that occurred in the following decade. Seán is now involved in a new enterprise, based in Ireland, that is devoted to customer segmentation and profiling solutions.