Potentials of Data Warehousing in Ecommerce

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Potentials of Data Warehousing in E-commerce

• University of Tartu
• Igor Sinkevich

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Introduction

• Data Warehousing Background
• Data warehousing is one of the fastest growing
  client/server applications. It is informational
  and analysis and decision support oriented, not
  operational or transaction processing oriented
  Babcock, 1995. Whitten, et al. (1994) define
  data warehouses as stored data that is extracted
  from production databases and conventional files.
  William Inmon, who coined the term "data
  warehouse" in 1990, defined a data warehouse as a
  managed database in which the data is
• Subject oriented
• Integrated
• Time-variant
• Nonvolatile

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Introduction

• E-commerce background
• E-commerce is the buying and selling of goods and
  services on the Internet, especially the WWW. In
  practice, this term and a new term, "e-business,"
  are often used interchangably. For online retail
  selling, the term e-tailing is sometimes used.
  E-commerce can be divided into www.whatis.com
• E-tailing or "virtual storefronts" on Web sites
  with online catalogs
• The gathering and use of demographic data through
  Web contacts
• Electronic Data Interchange (EDI)
• E-mail and fax and their use as media for
  reaching prospects and established customers (for
  example, with newsletters)
• Business-to-business buying and selling
• The security of business transactions

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DW Benefits in E-commerce

• More cost-effective decision making
• Better enterprise intelligence
• Enhanced customer service
• Business Process Re-Engineering
• Information System Re-Engineering
• Immediate information delivery
• Data integration from across, and even outside,
  the organization
• Outsourcing by using Web farming
• External data value

In short, data warehousing can be a solution for
maintaining your company's competitive edge
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Web Farming

• Web farming has the objective of refining Web
  content in a systematic manner for business
  goals. Therefore, the specific objectives of Web
  farming are
• To discover Web content that is highly relevant
  to the business
• To acquire that content so it is properly
  validated within a historical context
• To structure the content into a useful form
  that's compatible with the data warehouse
• To disseminate the content to the proper people
  so it has direct and positive impacts on specific
  business processes
• To manage the previous steps in a systematic
  manner as part of the production operations of a
  data center environment

In effect, a Web farming system acts as the eyes
and ears of the enterprise, focusing externally
to be aware of important changes in the business
environment
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Web Farming
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Web Farming
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DW Architecture in E-commerce
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Conclusion

• What can we do with warehousing in E-commerce?
• Sales Analysis
• Financial Analysis
• Human Resource Analysis
• Other Areas

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Step towards future
INTERNET
Data Warehousing
Business