The Data Webhouse Toolkit Building the Web-Enabled Data Warehouse

, by Kimball, Ralph; Merz, Richard

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ISBN: 9780471376804 | 0471376809
Cover: Paperback
Copyright: 2/3/2000

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Summary

Author Biography

Supplemental Materials

The companion Website at www.wiley.com/compbooks/kimball provides updates on Webhouse technologies and techniques, as well as links to related sites and resources.

Introduction

(1)

Building the Infrastructure for the Revolution

(3)

The Data Webhouse

(1)

What This Book Is About

(17)

Who the Book Is For

(1)

What You Need to Know

(1)

How to Use This Book

(1)

The Purpose of Each Chapter

(8)

Goals of a Data Webhouse

(1)

Goals of the Book

(2)

PART ONE BRINGING THE WEB TO THE WAREHOUSE

(178)

Why Bring the Web to the Warehouse?

(18)

Why the Clickstream Is Not Just Another Data Source

(2)

Analyzing Behavior

(3)

Ensuring Privacy

(1)

The Webhouse Architecture

(8)

The User and the ISP

(1)

The Public Web Server and Business Transactions

(1)

The Hot Response Cache

(3)

The Data Webhouse System

(1)

Summary

(3)

Tracking Website User Actions

(28)

A Brief Catalog of User Actions

(2)

Steps in Product Purchase

(5)

Recognition of Need

(1)

Trying to Find What's Needed

(1)

Searching for Information about Alternatives

(1)

Selection

(1)

Cross-Selling and Up-Selling

(3)

Checkout

(1)

Post-Order Processing

(1)

Steps in Software or Content Purchase

(1)

Trials and Demos

(1)

Elements of Tracking

(7)

User Origin

(1)

Session Identification

(2)

User Identification

(3)

Behavioral Analysis

(4)

Entry Point

(1)

Dwell

(1)

Querying

(1)

Intra-Site Navigation

(2)

Exit Point

(1)

Associating Diverse Actions

(1)

The Requirements of Personalization

(4)

Recognition of Re-visits

(1)

User Interface and Content Personalization

(1)

Collateral and Impulse Sales

(1)

Active Collaborative Filtering

(1)

Calendar and Lifestyle Events

(1)

Localization

(2)

Summary

(1)

Using the Clickstream to Make Decisions

(22)

Decisions About Identifying and Recognizing Customers

(6)

Customizing Marketing Activities by Identifying Your Customers

(2)

Targeting Marketing Activities by Clustering Your Customers

(2)

Deciding Whether to Encourage or Support a Referring Cross-Link

(1)

Deciding Whether a Customer Is About to Leave Us

(1)

Decisions About Communicating

(6)

Deciding Whether a Particular Web Ad Is Working

(1)

Deciding If Custom Greetings Are Working

(2)

Deciding If a Promotion Is Profitable

(1)

Responding to a Customer's Life Change

(1)

Improving the Effectiveness of Your Website

(1)

Fostering a Sense of Community

(1)

Fundamental Decisions About Your Web Business

(6)

Deciding Which Products and Services We Provide over the Web

(1)

Providing Real Time Status Tracking of Our Operations

(2)

Determining If Our Web Business Is Profitable

(2)

Summary

(2)

Understanding the Clickstream as a Data Source

(22)

Web Client/Server Interactions---A Brief Tutorial

(3)

Basic Client / Server Interaction

(2)

Advertisements

(1)

The Referrer

(1)

The Profiler

(1)

Composite Sites

(1)

Proxy Servers and Browser Caches

(2)

Browser Caches

(1)

Web Server Logs

(8)

Host

(2)

Ident

101

(1)

Authuser

101

(1)

Time

101

(1)

Request

101

(1)

Status

102

(1)

Bytes

102

(1)

Referrer

102

(1)

User-Agent

102

(2)

Filename

104

(1)

Time-to-Serve

104

(1)

IP Address

104

(1)

Server Port

104

(1)

Process ID

105

(1)

URL

105

(1)

105

(5)

Cookie Contents

107

(1)

Cookie Tutorial---Examining Your Own Cookie File

108

(2)

Universal System Identifiers

110

(1)

Query Strings

110

(2)

Templates

111

(1)

Summary

112

(1)

Designing the Website to Support Warehousing

113

(16)

Monolithic vs. Distributed Web Servers

114

(1)

Synchronize Your Servers

115

(4)

Time Synchronization Tools and Techniques

116

(3)

Content Labels for Pages

119

(3)

Content Indexes for Static HTML

120

(1)

Content Indexes for Dynamic HTML

121

(1)

A Simple Content Index Application

121

(1)

Consistent Cookies

122

(1)

Null Logging Server

123

(3)

Personal Data Repository

126

(1)

Building Trust

127

(1)

Special Issues in Collecting Information from Children

127

(1)

Summary

128

(1)

Building Clickstream Data Marts

129

(40)

A Lightning Tour of Dimensional Modeling

129

(10)

Stringing Stars Together

134

(5)

Clickstream Dimensions

139

(19)

Calendar Date Dimension

139

(3)

Time of Day Dimension

142

(1)

Customer Dimension

143

(5)

Page Dimension

148

(1)

Event Dimension

149

(1)

Session Dimension

150

(1)

Referral Dimension

151

(1)

Product (or Service) Dimension

152

(2)

Causal Dimension

154

(1)

Business Entity Dimension

155

(2)

Clickstream Tracking Keys

157

(1)

The Clickstream Data Mart

158

(10)

A Clickstream Fact Table to Analyze Complete Sessions

159

(4)

A Clickstream Fact Table to Analyze Individual Page Use

163

(4)

Aggregate Clickstream Fact Tables

167

(1)

Summary

168

(1)

Assembling Clickstream Value Chains

169

(18)

The Sales Transaction Data Mart

170

(1)

The Customer Communication Data Mart

171

(1)

The Web Profitability Data Mart

172

(4)

A Supply Chain for a Web Retailer

176

(2)

A Policies and Claims Chain for Insurance

178

(2)

A Sales Pipeline Chain

180

(2)

A Health Care Value Circle

182

(3)

Summary

185

(2)

Implementing the Clickstream Post-Processor

187

(12)

Post-Processor Architecture

189

(8)

The Page Event Extractor

191

(1)

The Content Resolver

192

(1)

The Session Identifier

192

(1)

Computing Dwell Time

193

(2)

Host and Referrer Resolver

195

(2)

Summary

197

(2)

PART TWO BRINGING THE WAREHOUSE TO THE WEB

199

(156)

Why Bring the Warehouse to the Web?

201

(14)

The Web Pulls the Data Warehouse

202

(2)

The Web Pushes the Data Warehouse

204

(8)

Tightening the User Interface Feedback Loop

205

(1)

Mixing Query and Update

206

(1)

Speed Is Nonnegotiable

206

(1)

The Sun Never Sets on the Data Webhouse

207

(1)

Multimedia Merges into Communication

208

(1)

The Web Is Mass Customization

209

(1)

The Webhouse Is Profoundly Distributed

210

(1)

We Must Face Security and Its Cousin, Privacy

211

(1)

Summary

212

(3)

Designing the User Experience

215

(36)

How the Second Revolution Differs from the First

215

(2)

Second Generation User Interface Guidelines

217

(31)

Ensure Near-Instantaneous Performance

217

(9)

Meet User Expectations

226

(8)

Make Each Page a Pleasant Experience

234

(3)

Streamline Processes

237

(2)

Reassure Users

239

(2)

Provide a Means for Resolving Problems

241

(2)

Build Trust

243

(3)

Provide Communication Hooks

246

(1)

Support International Transparency

247

(1)

Summary

248

(3)

Driving Data Mining from the Webhouse

251

(18)

The Roots of Data Mining

252

(1)

The Activities of Data Mining

253

(2)

Preparing for Data Mining

255

(6)

Data Transformations for Webhouses in General

255

(1)

Data Transformations for all Forms of Data Mining

256

(3)

Special Data Transformations Depending on the Data Mining Tool

259

(2)

Handling the Data to the Data Miner

261

(4)

OLAP, Data Mining, and the Webhouse

265

(1)

Summary

266

(3)

Creating an International Data Webhouse

269

(26)

The Evolving International Web

270

(8)

UNICODE

271

(2)

Parallel Hypertext and Machine Translation

273

(2)

Multilingual Search

275

(1)

Time Zone Converter Services

276

(1)

Holiday Lookup Services

277

(1)

International Webhouse Techniques

278

(14)

Synchronize Multiple Time Zones and Time Formats

278

(2)

Support Multiple National Calendars and Date Formats

280

(1)

Collect Revenue in Multiple Currencies

281

(3)

Handle International Names and Addresses

284

(6)

Support Variable Number Formats

290

(1)

Support International Telephone Numbers

290

(1)

Handle Multinational Queries, Reports, and Collating Sequences

290

(2)

Apply Localization in the Data Webhouse

292

(1)

Summary

292

(3)

Data Webhouse Security

295

(12)

Recommended Security Techniques

297

(8)

Provide Two-Factor Authentication

297

(3)

Secure the Connection

300

(2)

Connect the Authenticated User to a Role

302

(2)

Access All Webhouse Objects Through the Roles

304

(1)

Manage a Security Process, Not a Solution

305

(1)

Summary

306

(1)

Scaling the Webhouse

307

(18)

The Webhouse Is Not the Web Server

308

(1)

Explosive Changes in Clickstream Activity

309

(5)

Web-Enabled Population Growth

310

(1)

Increasing Click Rates

311

(1)

User-Level Auto-Search

312

(1)

Deeper Economic Penetration

312

(1)

Sudden Fame

312

(1)

IP as a Universal Transport Protocol

313

(1)

XML---Universal Transfer

313

(1)

Explosive Changes in Demand for Data Warehouse Services

314

(1)

Critical Bottlenecks in Hardware and Software

314

(8)

Avoiding the Single Bottleneck

315

(2)

Avoiding Process Duplication

317

(1)

Physical Considerations: Co-Location

317

(1)

Operating Systems

318

(1)

Programming Languages

319

(1)

Databases

319

(1)

Query and Reporting Software

320

(1)

Balance the Use of E-Mail and Links

321

(1)

Hardware Characteristics

321

(1)

The Granularity Tradeoff

322

(1)

Summary

323

(2)

Managing the Webhouse Project

325

(18)

Define the Project

326

(2)

Identify the Roles

328

(9)

Front Office: Sponsors and Drivers

328

(2)

Coaches: Project Managers and Leads

330

(1)

Regular Lineup: Core Project Team

331

(6)

Gather Business Requirements and Audit Data

337

(2)

Plan and Manage the Implementation

339

(1)

Launch the System

340

(1)

Loop Back and Do It Again

341

(1)

Summary

341

(2)

The Future of Webhousing

343

(12)

CRM Will Continue to Drive Data Webhousing

344

(1)

Describing Behavior Better

345

(1)

We Will Finally Need Data Mining

346

(2)

ISPs Own a Gold Mine

348

(1)

Wanted: Better Search Engines

349

(1)

Is Data Winning the War over Storage and Speed?

350

(1)

Full Inversion of Databases

351

(1)

Website Application Logs

351

(1)

Everything Is a Module

352

(1)

Summary

353

(2)

Glossary of Abbreviations and Terms

355

(32)

Bibliography

387

(4)

Index

391

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The Data Webhouse Toolkit Building the Web-Enabled Data Warehouse

Summary

Author Biography

Table of Contents

Supplemental Materials