Real Life Examples on use of Data Warehousing for a competing in the marketplace

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Business Viewpoint
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Data WarehousingBringing it all together
Primetime Consultants

• Michael Brown
• Jim Foley
• Tom Juntunen
• February 18, 2000

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Data Warehousing
Primetime Consultants

• Single image of business reality
• Database that collects business information from
  many sources
• Provides business users with multidimensional
  view of data needed to make business decisions

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• Problems with Databases
• Switched to Data Warehousing

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How does it work? Extraction Consolidation Filt
ering Cleansing Conversion Aggregation
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Advantages
Primetime Consultants

• Easier to access relevant information
• Sorts through structured information
• extract knowledge from database more efficiently
• Save time and money in long run

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Just the FACTS Maam

• How much does it cost?
• 45,000 to over 150,000
• Successful data warehouses generated an average
  ROI of over 400 percent.
• Project failure rates of over 60 percent.

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Data Warehouse Disadvantages

• Takes time to build
• Undetected problems
• Security
• Storage space
• High maintenance

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Success with Data Warehouses

• Continuously update
• Clean Data
• Large enough resources
• Benefit to Users

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Data Mining

• What is it?
• Extraction of hidden predictive information
• Why our clients use it?
• Understand customer behavior
• Determine website effectiveness
• Measure success of marketing efforts
• How?

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How Data Mining is Used

• Understand customer behavior
• Find hidden patterns
• Determine whos buying
• Determine website effectiveness
• High and low impact areas
• Whats effective vs. Intuition
• Measure success of marketing efforts
• Real measurements of success
• Cluster customers

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Data Mining Techniques

• Neural Networks
• Decision Trees
• Rule Induction
• Data Visualization

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Ultimate Goal of Data Mining
Improve marketplace responsiveness and
awareness STAY ON OFFENSIVE!!!
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The Future

• Data Warehouses
• Database of databases
• Sorted data
• Data Mining
• Harness power of data warehouses
• Competitive edge

Primetime Consultants