Active DW外文电子书籍.pdfVIP

Solve your business puzzles with Intelligent Solutions Active Data Warehousing ñ the Ultimate Fulfillment of the Operational Data Store Written by: Dr. Claudia Imhoff Intelligent Solutions, Inc. P. O. Box 4587 Boulder, CO 80306 Voice: (303) 444-2411 www.IntelS Active Data Warehousing — The Ultimate Fulfillment of the Operational Data Store Introduction Over the years, data warehousing has gone through a number of evolutions ñ from a relatively simple reporting database to sophisticated analytical applications such as analyzing customer lifetime values, market basket analyses, potentially defecting customers, fraud patterns, inventory churns, and so on. In all, though, these static sets of data could not give us the most current and recent changes necessary to ACT upon the results of Business Intelligence analyses. For example, once we could identify a customer likely to go to a competitor, we still could not view their current situation ñ e.g., what products does the customer have with the company, is the customer a VIP requiring special treatment, where are they in the sales cycle? The reason for this lack of insight was that the warehouse was set up to give us static snapshots of data, perhaps as recently as last week. But last weekís (or even last nightís) data is often not sufficient to react to current situations. Things change rapidly in todayís e-business economy and the company with the best set of integrated, current data is the one that will not only survive but will actually thrive in this economy. Unfortunately most enterprises today do not have any integrated data other than the snapshot