Data Warehousing and Business Intelligence for e-commerce

Transcription

1 Data Warehousing and Business Intelligence for e-commerce. ' * ; :, _ MORGAN KAUFMANN PUBLISHERS AN IMPRINT OF ACADEMIC PRESS A Harcourt Science and Technology Company SAN FRANCISCO SAN DIEGO NEW YORK BOSTON

2 Contents Foreword vii Preface xix Part I: Foundations: Concepts and Business Models 1 Chapter 1: Background, Terminology, Opportunity, and Challenges 3 Background: A Look Back at the 1990s 4 ERP Applications Take Hold 5 CRM Catches On 6 Organizations Pursue Data Warehousing to Provide Business Intelligence 7 The Internet Evolves to a Phenomenally Successful e-commerce Engine 8 Terminology and Discussion 9 Data Warehousing Terminolog 9 Customer Relationship Management Terminology 12 Internet Terminology 15 Opportunity 16 Challenges 27 Discipline-Centric Views 27 Dot-com Spin-offs 29 Operating at "Internet Time" 29 Overcoming the Challenges 29 Summary 30

3 xjj,.contents Chapter 2: Business-to-Consumer Data Warehousing 33 B2C Business Models 34 Basic Product Selling 34 Selling Services 38 Product and Service Packaging and Brokering 40 Portals and Communities 41 Supporting Site for Traditional Channels 42 Classifying a B2C Business 43 A Data Warehousing Content Framework for e-commerce 46 B2C Data Warehousing Needs 50 Customer-Focused Data Warehousing and Business Intelligence 51 Operationally Focused Data Warehousing and Business Intelligence 59 Summary 59 Chapter 3: Data Warehousing for Consumer-to-Consumer and Consumer-to-Business Models 61 Why the Distinction? 61 C2C Business Models 63 Online Auction Sites 63 C2B Business Models 66 A Closer Look at Integrating Business Intelligence into a C2C Business Model 67 Summary 72 Chapter 4: Business-to-Business Data Warehousing 75 B2B Business Models 76 Supply-Chain-Oriented B2B 76 Marketplace-Centric B2B 78 Hybrid B2B Models 80

4 Contents More about Business Intelligence Models for B2B 81 Basic Customer Intelligence 81 e-marketplace Intelligence 85 Value Chain Intelligence 86 Summary 86 Chapter 5: e-government and Data Warehousing 91 Government-to-Citizen e-commerce Models 92 G2C Data Warehousing Implications 94 Click-and-Mortar Environments 94 Necessity of a Complete "Customer Database" 95 Geographic Boundaries 104 Point Solution vs. Enterprise Data Warehousing 105 Government-Specific Business Intelligence Metrics 107 Business-to-Government e-commerce Models 107 B2G Data Warehousing Implications 109 Bids and Awards 109 Ongoing Supply Chain Operations 111 Marketplaces and Exchanges 113 Summary 113 Chapter 6: Business-to-Employee Models and Data Warehousing 115 The ERP Link 116 Matching Employees with Appropriate Services 117 Analyzing B2E Data 119 Click-and-Mortar Environments 119 Summary 120

5 ... Contents Part II: Building Blocks, Challenges, and Solutions 122 Chapter 7: Core Technologies and Building Blocks 125 Internet Protocols and Environment 127 HyperText Markup Language (HTML) 127 HyperText Transport Protocol (HTTP) 129 Extensible Markup Language (XML) 130 Cookies 132 Wireless Access Protocol (WAP) and Wireless Markup Language (WML) 133 SSL 135 Database Technology 136 Relational Database Technology 136 Nonrelational Database Technology 137 e-commerce Data Warehousing Implications 137 Application Development and Integration 138 Extraction, Transformation, and Loading (ETL) Tools 139 Messaging-Oriented Middleweave (MOM) 139 Publish-and-Subscribe 140 Directory Services 141 Intelligent Agents 142 Web Servers 142 Application Servers 144 ASPs 147 Procedural Logic 148 e-commerce Data Warehousing Implications 149 Vendor Web Development Platforms 150 IBM 150 Microsoft 154 Allaire (Cold Fusion) 155 Networking, Communications, and Protocols 158 LANs (Ethernet) 159 Interface Devices 160 Wide Area Networks (WANs) 163 Internet-Specific Networking 165

6 Contents User-Facing Technology 168 Web Browsers 168 Personal Digital Assistants (PDAs) 169 e-commerce Data Warehousing Implications 169 Summary 170 Chapter 8: Products for e-commerce Intelligence 173 Vignette 174 The V/5 e-business Platform 174 Relationship Marketing Server Overview 174 V/5 Relationship Marketing Server Architecture 177 Ithena 178 Ithena e-ci Premise 179 Key Concepts in Ithena e-ci 179 Ithena e-ci Architecture 182 Ithena e-ci in Other e-commerce Business Models 183 Revenio Dialog 183 Dialog Marketing Premise 184 A Simple Example of Dialog Marketing 184 Underlying Data Warehousing Environment 187 Designing and Building the Dialog Marketing Environment 189 Supported e-commerce Business Models 190 Summary 191 Chapter 9: Data Quality and Integrity Issues 193 A Brief Overview of Data Quality and Data Warehousing 193 B2C Considerations and Complications 197 B2B Considerations and Complications 198 Solving the Data Quality Problem, Part 1: Source Data Analysis 200 Solving the Data Quality Problem, Part 2: Operationalizing Data Quality and Integrity 203 Summary 207

7 xvj Contents Chapter 10: Information Privacy and Systems Security Issues for e-commerce Environments 209 e-commerce Foundations That Underlie Privacy and Security Needs Acting on Personalization Information 211 Buying and Selling Collections of Information 211 Information Accessibility via the Internet 212 Information Privacy Are There Any Protections? 213 The Current State of Web Site Privacy 214 How Can Information Be Collected? A Discussion of Cookies 215 The Purpose of Cookies 216 Cookies and Consumer Targeting 216 Cookies Fundamental Privacy Risks 217 Cookie Application Development Vulnerabilities 217 Cookies and Internet Privacy '. 217 The Conflict between Web Advertising and Privacy 219 Cookies Where Are We Going from Here? 220 Platform for Privacy Preferences Project 221 Internet Aggregation Services 222 Access to Government Information 223 Privacy Where Do We Go from Here? 223 Security for e-commerce 224 Developing an e-commerce Security Strategy 225 Security Policy 226 Risk Analysis 226 e-commerce Threats 227 Attack Methods 229 The "Insider" Threat 232 Security Countermeasures and Approaches 232 Security Administration 233 Security Processes and Procedures 233 Security Education 234 Encryption 234

8 Contents xvjj e-commerce Data Warehousing Implications 238 Privacy 238 Security 240 Summary 241 Chapter 11: Solutions Architecture Case Study 243 The Current (Pre-e-Commerce) Acme Computer Business Model 244 Acme's Business Operations: Current and Desired States 245 Strategy Decisions 253 Acme's e-commerce Data Warehousing Strategy 255 e-commerce Solutions Architecture 257 Infrastructure Architecture 257 B2C Software and Applications Architecture 259 More about the Acme Computer Data Warehousing Environment 262 B2B Architecture 265 Human Resources Initiatives 266 Summary 266 Index 269