The data webhouse toolkit: building the web-enabled data warehouse
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
Wiley
2000
|
| Schriftenreihe: | Wiley computer publishing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 401 S. Ill., graph. Darst. |
| ISBN: | 0471376809 |
Internformat
MARC
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| 245 | 1 | 0 | |a The data webhouse toolkit |b building the web-enabled data warehouse |c Ralph Kimball ; Richard Merz |
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Datensatz im Suchindex
| _version_ | 1804127775632654336 |
|---|---|
| adam_text | Titel: The data webhouse toolkit
Autor: Kimball, Ralph
Jahr: 2000
Contents
Introduction 1
Building the Infrastructure for the Revolution 1
The Data Webhouse 3
What This Book Is About 4
Who the Book Is For 7
What You Need to Know 8
How to Use This Book 9
The Purpose of Each Chapter 10
Goals of a Data Webhouse 18
Goals of the Book 19
PART ONE BRINGING THE WEB TO THE WAREHOUSE 21
Chapter 1 Why Bring the Web to the Warehouse? 23
Why the Clickstream Is Not Just Another Data Source 24
Analyzing Behavior 26
Ensuring Privacy 29
The Webhouse Architecture 30
77ie User and the ISP 33
The Public Web Server and Business Transactions 33
The Hot Response Cache 34
The Data Webhouse System 37
Summary 38
vi Contents
41
44
46
47
47
47
50
51
51
52
52
53
54
56
59
60
60
61
Chapter 2 Tracking Website User Actions
A Brief Catalog of User Actions
Steps in Product Purchase ^
Recognition of Need _
Trying to Find What s Needed
Searching for Information about Alternatives
Selection
Cross-Selling and Up-Selling
Checkout
Post-Order Processing
Steps in Software or Content Purchase
Trials and Demos
Elements of Tracking
User Origin
Session Identification
User Identification
Behavioral Analysis
Entry Point
Dwell
Querying
Intra-Site Navigation ®z
Exit Point 6^
Associating Diverse Actions
The Requirements of Personalization
Recognition of Re-visits °
User Interface and Content Personalization 5
Collateral and Impulse Sales *¦*
Active Collaborative Filtering
Calendar and Lifestyle Events
Localization 6
Summary 68
Chapter 3 Using the Clickstream to Make Decisions 69
Decisions About Identifying and Recognizing Customers 71
Customizing Marketing Activities by Identifying
Your Customers 71
Targeting Marketing Activities by Clustering Your
Customers 73
Deciding Whether to Encourage or Support a
Referring Cross-Link 75
Deciding Whether a Customer Is About to Leave Us 76
Chapter 4
Contents vii
Decisions About Communicating 77
Deciding Whether a Particular Web Ad Is Working 77
Deciding If Custom Greetings Are Working 78
Deciding If a Promotion Is Profitable 80
Responding to a Customer s Life Change 81
Improving the Effectiveness of Your Website 82
Fostering a Sense of Community 83
Fundamental Decisions About Your Web Business 83
Deciding which Products and Services We Provide
over the Web 84
Providing Real Time Status Tracking of Our
Operations 85
Determining If Our Web Business Is Profitable 87
Summary 89
Understanding the Clickstream as a Data Source 91
Web Client/Server Interactions?A Brief Tutorial 92
Basic Client / Server Interaction 92
Advertisements 94
The Referrer 94
The Profiler 94
Composite Sites 95
Proxy Servers and Browser Caches 95
Browser Caches 97
Web Server Logs 97
Host 99
Ident 101
Authuser 101
Time 101
Request 101
Status 102
Bytes 102
Referrer 102
User-Agent 102
Filename 104
Time-to-Serve 104
IP Address 104
Server Port 104
Process ID 105
URL 105
Cookies 105
Cookie Contents 107
Cookie Tutorial?Examining Your Own Cookie File 108
viii Contents
Universal System Identifiers H°
Query Strings H^
Templates m
119
Summary X1^
Chapter 5 Designing the Website to Support
Warehousing 113
Monolithic vs. Distributed Web Servers 114
Synchronize Your Servers 115
Time Synchronization Tools and Techniques 116
Content Labels for Pages 119
Content Indexes for Static HTML 120
Content Indexes for Dynamic HTML 121
A Simple Content Index Application 121
Consistent Cookies 122
Null Logging Server 123
Personal Data Repository 126
Building Trust 127
Special Issues in Collecting Information from
Children 127
Summary 128
Chapter 6 Building Clickstream Data Marts 129
A Lightning Tour of Dimensional Modeling 129
Stringing Stars Together 134
Clickstream Dimensions 139
Calendar Date Dimension 139
Time of Day Dimension 142
Customer Dimension 143
Page Dimension 148
Event Dimension 149
Session Dimension 150
Referral Dimension 151
Product (or Service) Dimension 152
Causal Dimension 154
Business Entity Dimension 155
Clickstream Tracking Keys 157
The Clickstream Data Mart 158
A Clickstream Fact Table to Analyze Complete
Sessions 159
Contents ix
A Clickstream Fact Table to Analyze Individual
Page Use 163
Aggregate Clickstream Fact Tables 167
Summary 168
Chapter 7 Assembling Clickstream Value Chains 169
The Sales Transaction Data Mart 170
The Customer Communication Data Mart 171
The Web Profitability Data Mart 172
A Supply Chain for a Web Retailer 176
A Policies and Claims Chain for Insurance 178
A Sales Pipeline Chain 180
A Health Care Value Circle 182
Summary 185
Chapter 8 Implementing the Clickstream Post-Processor 187
Post-Processor Architecture 189
The Page Event Extractor 191
The Content Resolver 192
The Session Identifier 192
Computing Dwell Time 193
Host and Referrer Resolver 195
Summary 197
PART TWO BRINGING THE WAREHOUSE TO THE WEB 199
Chapter 9 Why Bring the Warehouse to the Web? 201
The Web Pulls the Data Warehouse 202
The Web Pushes the Data Warehouse 204
Tightening the User Interface Feedback Loop 205
Mixing Query and Update 206
Speed Is Nonnegotiable 206
The Sun Never Sets on the Data Webhouse 207
Multimedia Merges into Communication 208
The Web Is Mass Customization 209
The Webhouse Is Profoundly Distributed 210
We Must Face Security and Its Cousin, Privacy 211
Summary 212
x Contents
Chapter 10 Designing the User Experience 215
How the Second Revolution Differs from the First 215
Second Generation User Interface Guidelines 217
Ensure Near-Instantaneous Performance 217
Meet User Expectations 226
Make Each Page a Pleasant Experience 234
Streamline Processes 237
Reassure Users 239
Provide a Means for Resolving Problems 241
Build Trust 243
Provide Communication Hooks 246
Support International Transparency 247
Summary 248
Chapter 11 Driving Data Mining from the Webhouse 251
The Roots of Data Mining 252
The Activities of Data Mining 253
Preparing for Data Mining 255
Data Transformations for Webhouses in General 255
Data Transformations for all Forms of Data Mining 256
Special Data Transformations Depending on the
Data Mining Tool 259
Handing the Data to the Data Miner 261
OLAP, Data Mining, and the Webhouse 265
Summary 266
Chapter 12 Creating an International Data Webhouse 269
The Evolving International Web 270
UNICODE 271
Parallel Hypertext and Machine Translation 273
Multilingual Search 275
Time Zone Converter Services 276
Holiday Lookup Services 277
International Webhouse Techniques 278
Synchronize Multiple Time Zones and Time Formats 278
Support Multiple National Calendars and Date
Formats 280
Collect Revenue in Multiple Currencies 281
Handle International Names and Addresses 284
Support Variable Number Formats 290
Contents xi
Support International Telephone Numbers 290
Handle Multinational Queries, Reports, and
Collating Sequences 290
Apply Localization in the Data Webhouse 292
Summary 292
Chapter 13 Data Webhouse Security 295
Recommended Security Techniques 297
Provide Two-Factor Authentication 297
Secure the Connection 300
Connect the Authenticated User to a Role 302
Access All Webhouse Objects Through the Roles 304
Manage a Security Process, Not a Solution 305
Summary 306
Chapter 14 Scaling the Webhouse 307
The Webhouse Is Not the Web Server 308
Explosive Changes in Clickstream Activity 309
Web-Enabled Population Growth 310
Increasing Click Rates 311
User-Level Auto-Search 312
Deeper Economic Penetration 312
Sudden Fame 312
IP as a Universal Transport Protocol 313
XML?Universal Transfer 313
Explosive Changes in Demand for Data Warehouse
Services 314
Critical Bottlenecks in Hardware and Software 314
Avoiding the Single Bottleneck 315
Avoiding Process Duplication 317
Physical Considerations: Co-Location 317
Operating Systems 318
Programming Languages 319
Databases 319
Query and Reporting Software 320
Balance the Use of E-Mail and Links 321
Hardware Characteristics 321
The Granularity Tradeoff 322
Summary 323
xii Contents
Chapter 15 Managing the Webhouse Project 325
Define the Project 326
Identify the Roles 328
Front Office: Sponsors and Drivers 328
Coaches: Project Managers and Leads 330
Regular Lineup: Core Project Team 331
Gather Business Requirements and Audit Data 337
Plan and Manage the Implementation 339
Launch the System 340
Loop Back and Do It Again 341
Summary 341
Chapter 16 The Future of Webhousing 343
CRM Will Continue to Drive Data Webhousing 344
Describing Behavior Better 345
We Will Finally Need Data Mining 346
ISPs Own a Gold Mine 348
Wanted: Better Search Engines 349
Is Data Winning the War over Storage and Speed? 350
Full Inversion of Databases 351
Website Application Logs 351
Everything Is a Module 352
Summary 353
Glossary of Abbreviations and Terms 355
Bibliography 387
Index 391
|
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| language | English |
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| spelling | Kimball, Ralph Verfasser aut The data webhouse toolkit building the web-enabled data warehouse Ralph Kimball ; Richard Merz New York [u.a.] Wiley 2000 XIV, 401 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Wiley computer publishing Data-Warehouse-Konzept (DE-588)4406462-7 gnd rswk-swf Data-Warehouse-Konzept (DE-588)4406462-7 s DE-604 Merz, Richard Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008910046&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | The data webhouse toolkit building the web-enabled data warehouse |
| title_auth | The data webhouse toolkit building the web-enabled data warehouse |
| title_exact_search | The data webhouse toolkit building the web-enabled data warehouse |
| title_full | The data webhouse toolkit building the web-enabled data warehouse Ralph Kimball ; Richard Merz |
| title_fullStr | The data webhouse toolkit building the web-enabled data warehouse Ralph Kimball ; Richard Merz |
| title_full_unstemmed | The data webhouse toolkit building the web-enabled data warehouse Ralph Kimball ; Richard Merz |
| title_short | The data webhouse toolkit |
| title_sort | the data webhouse toolkit building the web enabled data warehouse |
| title_sub | building the web-enabled data warehouse |
| topic | Data-Warehouse-Konzept (DE-588)4406462-7 gnd |
| topic_facet | Data-Warehouse-Konzept |
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