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Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
The Operational Data StoreTactical Analysis at Your Fingertips
Claudia Imhoff, PhDIntelligent Solutions, [email protected]
www.IntelSols.com
1
2Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Agenda
Architectural Differences Between the ODS and the Data WarehouseClasses of the Operational Data StoreODS Interfaces–What Comes in and What Goes Out!Which do You Build First – ODS or Data Warehouse?
3Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Corporate Information FactoryInformation Workshop
Meta Data Management
Operation & Administration
Library & Toolbox Workbench
Change Management
Service Management
Data Acquisition Management
Systems Management
Data Acquisition
CIF Data Management
Data Delivery
Information Feedback
API
API
API
API DSI
DSI
TrI
DSI
DSI
Operational Systems
OperationalData Store
Data Warehouse
Exploration Warehouse
Data Mining Warehouse
OLAP Data Mart
Oper Mart
External
ERP
Internet
Legacy
Other
4Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Challenges
New data requirements that do not appear to support traditional analytical BI
Membership number?Customer name, address, and phone number?Current status of problem?
Increasing demands for data freshness, currencyDailyHourlyUp-to-the-second
5Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
ChallengesIncreasing demands for availability
24 X 365!99.999% up time stats!
Increasing demands for query responseSub second
New requirement to manage data in the data warehouse that was produced by the data martAn old user with a new look asking unusual questions
6Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
CIF - Some Unusual Requests
I need hourly reportingon call center performance.
I need to be notified immediately if fraudis detected againsta customer’s account.
I need access to the status and results of previous contacts
with the customer.
I need to know whatorders from the 30 daybacklog are scheduledto be shipped today?
I need the DataMart rebuilt daily!
I need to know whatproducts belong to acustomer.
I need the customer’sname and address.
I need the DataWarehouse updateddaily!
I need to be able to assignand manage campaigns.
7Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
CIF - Some Unusual RequestsI need access to the status and results of previous contacts with the customer.
I need the DataMart rebuilt daily! I need hourly reporting
on call center performance.
I need to know whatproducts belong to acustomer.
I need to be notified immediately if fraudis detected againsta customer’s account. I need the customer’s
name and address.I need to know whatorders from the 30 daybacklog are scheduledto be shipped today?
I need the DataWarehouse updateddaily!
I need to be able to assignand manage campaigns.
8Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Major Business FunctionsInformation Workshop
Meta Data Management
Operation & Administration
Library & Toolbox Workbench
Change Management
Service Management
Data Acquisition Management
Systems Management
Data Acquisition
CIF Data Management
Data Delivery
Information Feedback
API
API
API
API DSI
DSI
TrI
DSI
DSI
Operational Systems
OperationalData Store
Data Warehouse
Exploration Warehouse
Data Mining Warehouse
OLAP Data Mart
Oper Mart
External
ERP
Internet
Legacy
Other
Business Operations
Business Intelligence
Business Management
9Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Operational Data StoreInformation Workshop
Meta Data Management
Operation & Administration
Library & Toolbox Workbench
Change Management
Service Management
Data Acquisition Management
Systems Management
Data Acquisition
CIF Data Management
Data Delivery
Information Feedback
API
API
API
API DSI
DSI
TrI
DSI
DSI
Operational Systems
OperationalData Store
Data Warehouse
Exploration Warehouse
Data Mining Warehouse
OLAP Data Mart
Oper Mart
External
ERP
Internet
Legacy
Other
The Operational Data Store is a subject-oriented, integrated, current, volatile collection of data used to support the tactical decision-making process for the enterprise.
10Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Operational Data Store
... is a:
subject-orientedintegratedcurrentvolatile
… collection of data used to support the tactical decision making process for the enterprise.
as defined by W. H. Inmon, Claudia Imhoff and Greg Battasin Building the Operational Data Store
11Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Operational Data StoreRole
Is the central point of data integration for Tactical AnalysisDelivers a common view of enterprise dataCurrent dataOLTP capabilities
ObservationsSupports actions resulting from Business IntelligenceactivitiesRelatively simple to deploy but expect more difficulty as data currency demands growProvide access from anywhere in the corporation via common messaging interface
12Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Operational Data Store
Organizations are building Operational Data Stores to:Provide operational data integration or
consolidation to facilitate the sharing of critical data (e.g., integrated customer or product data)Provide integrated operational reporting across
the organization (daily batch reporting)Provide integrated operational level tactical
analysis that does not require time-series data.
13Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Operational Data Store is NOT…Corporate
Information FactoryArchitecture
The ODS is NOT used for strategic analysisThe ODS is NOT the lowest level of detail in the data warehouse architectureThe ODS is NOT a staging area for the data warehouseThe ODS is NOT a department-specific application
14Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
CorporateInformation Factory
ArchitectureSummary
The ODS is a different structure than a data warehouse.
The ODS is not a staging area for the data warehouse.
The ODS is subject oriented, integrated, volatile and updated.
15Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Agenda
Architectural Differences Between the ODS and the Data WarehouseClasses of the Operational Data StoreODS Interfaces – What Comes in and What Goes Out!Which do You Build First – ODS or Data Warehouse?
16Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Classes ofODS
Classes of Operational Data Stores
Frequency of updateSynchronous with source systemsAsynchronous with source systems
Degree of integration and transformationDegree of summarization
Class I
Class II
Class III
Class IV
NOTE: Managing users frequency expectations can be difficult!
17Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Classes ofODS
Class I - CharacteristicsClass I
Updated synchronouslyUpdates appear within 2 to 3 seconds after entered into source systemUses messaging middleware or enterprise application interface (EAI)Little – if any – integration and transformationHigh-performance, transaction dominated environmentLimited on instantaneous summarization
18Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Classes ofODS
Class I - Example
Airline Flight Information ODS: A flight delay updated in the flight scheduling system in New York shows up both in San Francisco airport’s gate management system and on the airline’s web site within secondsSophisticated middleware or EAI makes this feasibleResource intensive High maintenance overheadDifficult to get initially synchronizedDifficult and complex to maintainAn expensive system!
19Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Classes ofODS
Class II - Characteristics
Class IIData is stored and forwarded laterRefreshment multiple times a dayAnywhere from 15 minutes to several hours
Not the immediacy of Class I ODS
Some integration and transformation can occur as the data flows into the Class II ODS
20Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Classes ofODS
Class II - ExampleBank Consolidated Accounts ODS: Consolidated
information on bank’s corporate customers with numerous dispersed accounts
The customer has many accounts with a nation-wide bank
Multiple branches
The bank has disparate source systemsCustomer information everywhere Consolidation is needed!
ODS will contain relatively simple data structures and integrationLess load on network than a Class I ODSLess expensive
21Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Classes ofODS
Class III - Characteristics
Class IIIMost asynchronous class of ODSOvernight data movement to the ODS
Once a day and ONLY once a dayData is trapped in the operational environment and updated into the ODS
Some source data may be a snapshot at end of the dayUsually updated in batch modeSignificantly more integration and transformation possible
22Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Classes ofODS
Class III - ExampleIntegrated Customer – Product Profile ODS: Computer peripherals manufacturer needs customer product profile information on a national basis for better customer support and enhanced sales opportunities
ODS is fully integrated and complex transformations are possible allowing integrationODS has complex data structuresEasiest to maintain
23Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Classes ofODS
Class IV - Characteristics
Class IVAnalysis (profiling) completed in the data warehouse
Via Feedback loop knowledge is applied to current list on the ODS
Data movement at regular/irregular intervalsA Class I, II, or III can become a Class IVRequires the data warehouse to be in place
24Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Other ODS RenditionsRefresh daily
Truncate tables and reloadEasy to buildNo integrationData starts aging immediatelyShort life
Combining a Class I, II, III and/or IVVery powerfulDifficult to constructChallenging to maintainFrequency of updates can be global
Classes ofODS
25Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Classes ofODS
Class Comparisons Class I Class II Class III Class IV
Refresh Frequency
Seconds to Minutes
Minutes to Hours
Daily
W henever
Technologies Real-tim e m essaging m iddleware and ETL products
Store and forward m iddleware and ETL products
Batch oriented, store and forward m iddleware and ETL products
ETL
Degree of enterprise integration and transformation
None to Low Low to Medium Medium to High High
Cost High Moderate to High
Moderate Minim al
Sum marization None * Very Little ** Yes Yes
26Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Classes ofODS
Summary
Classes of ODSDifferent technologies and purposesBased on different refresh needs and strategies
Class I is instantaneous updatesClass II has a frequency of 15 minutes to several hoursClass III is updated once a dayClass IV feeds information from the data warehouse to any class of ODS
27Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Agenda
Architectural Differences Between the ODS and the Data WarehouseClasses of the Operational Data StoreODS Interfaces–What Comes in and What Goes Out!Which do You Build First – ODS or Data Warehouse?
28Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Operational Systems to ODS –ODS to Operational Systems
Information Workshop
Meta Data Management
Operation & Administration
Library & Toolbox Workbench
Change Management
Service Management
Data Acquisition Management
Systems Management
Data Acquisition
CIF Data Management
Data Delivery
Information Feedback
API
API
API
API DSI
DSI
TrI
DSI
DSI
Operational Systems
OperationalData Store
Data Warehouse
Exploration Warehouse
Data Mining Warehouse
OLAP Data Mart
Oper Mart
External
ERP
Internet
Legacy
Other
Data Acquisition is the set of processes that capture, integrate, transform, cleanse, and load source data into the data warehouse and operational data store.
29Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
ODSInterfaces
Messaging Products
IBM MQSeries
Tibco
Neon
Tuxedo
30Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
ODSInterfaces
EAI VendorsBizTalk –MicrosoftData Junction –Integration ArchitectiWay – IBISeeBeyondVirtuoso – OpenLinkVitriaWebMethodsWebSphere - IBM
31Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
ODSInterfaces
ETL Tools and the ODSCoglin Mill – RodinData Mirror - ConstellarAb InitioEmbarcadero –DT/StudioMicrosoft – DTSHummingbird – GenioBusiness Objects –Data IntegratorSAS
IBM – Visual Warehouse, Data Propagator, Data JoinerCA – Data MoverData JunctionEtiInformatica – PowerCenterAscential – DataStageOracle – Warehouse Builder (Carleton)Sagent – Group 1
32Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
ODSInterfaces
EAI and ETL TogetherETL can use the logical goodness of EAI to pull dataReal-time integration and consolidation for the ODSETL becomes the ‘heavy-lifter’EAI becomes the connectivity
NOTE: Will these technologies merge into one?
33Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
ODS to Oper-MartInformation Workshop
Meta Data Management
Operation & Administration
Library & Toolbox Workbench
Change Management
Service Management
Data Acquisition Management
Systems Management
Data Acquisition
CIF Data Management
Data Delivery
Information Feedback
API
API
API
API DSI
DSI
TrI
DSI
DSI
Operational Systems
OperationalData Store
Data Warehouse
Exploration Warehouse
Data Mining Warehouse
OLAP Data Mart
Oper Mart
External
ERP
Internet
Legacy
Other
The Oper-Mart is a subset of data derived from of the operational data store used in tactical analysis and usually stored in a multidimensional manner (star schema or hypercube). They may be created in a temporary manner and dismantled when no longer needed.
34Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
ODSInterfaces
Oper-Marts or ODS “Data Marts”Reporting cubes (OLAP), summary tables, small star schemasNot synchronous or dynamic
Rebuilt often
Reflect the data as of a point in timeWill likely lag in currency from the rest of the ODS
35Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
ODSInterfaces
Cubes and the ODS
Drill thru to Operational systemsDigital DashboardsPlug in ODS, Oper Mart with a portalVendors
Cognos – PowerPlaySQLServer – Analytic ServicesHyperion – EssbasePackaged Analytics
36Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Managed Query Tools and the ODS
Business ObjectsCognos - ImpromptuCrystal Reports (Business Objects)Brio Query (Hyperion)SASCA – Forest and TreesCA – Info BeaconOracle ReportsMicrostrategies
37Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
ODS to DW and DW or Data Mart to ODS
ODSInterfaces
Information Workshop
Meta Data Management
Operation & Administration
Library & Toolbox Workbench
Change Management
Service Management
Data Acquisition Management
Systems Management
Data Acquisition
CIF Data Management
Data Delivery
Information Feedback
API
API
API
API DSI
DSI
TrI
DSI
DSI
Operational Systems
OperationalData Store
Data Warehouse
Exploration Warehouse
Data Mining Warehouse
OLAP Data Mart
Oper Mart
External
ERP
Internet
Legacy
Other
38Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
ODSInterfaces
Transactional Interface
Meta Data Management
Data Acquisition
CIF Data Management
Data Delivery
Information Feedback
API
API
API
API DSI
DSI
TrI
DSI
DSI
Operational Systems
OperationalData Store
Data Warehouse
Exploration Warehouse
Data Mining Warehouse
OLAP Data Mart
Oper Mart
External
ERP
Internet
Legacy
Other
Information Workshop
Meta Data Management
Operation & Administration
Library & Toolbox Workbench
Change Management
Service Management
Data Acquisition Management
Systems Management
Data Acquisition
CIF Data Management
Data Delivery
Information Feedback
API
API
API
API DSI
DSI
TrI
DSI
DSI
Operational Systems
OperationalData Store
Data Warehouse
Exploration Warehouse
Data Mining Warehouse
OLAP Data Mart
Oper Mart
External
ERP
Internet
Legacy
Other
The Transactional Interface is an easy-to-use and intuitive interface for the end user to access and manipulate data in the operational data store.
39Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Transactional Interface Programming Tools and the ODS
ODSInterfaces
Microsoft - Visual BasicSybase – PowerbuilderJAVAC, C++COBOLOracle Forms
40Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
ODSInterfaces
Decision Support InterfaceInformation Workshop
Meta Data Management
Operation & Administration
Library & Toolbox Workbench
Change Management
Service Management
Data Acquisition Management
Systems Management
Data Acquisition
CIF Data Management
Data Delivery
Information Feedback
API
API
API
API DSI
DSI
TrI
DSI
DSI
Operational Systems
OperationalData Store
Data Warehouse
Exploration Warehouse
Data Mining Warehouse
OLAP Data Mart
Oper Mart
External
ERP
Internet
Legacy
Other
The Decision Support Interface is an easy-to-use, intuitive tool to enable end user capabilities such as exploration, data mining, OLAP, query, and reporting to distill information from data.
41Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
ODSInterfaces
SummaryInterfaces will need to be created:
From the operational systems to the ODS (and back)From the ODS to the oper-martFrom the ODS to the data warehouseFrom the data warehouse or data mart to the ODSTransactional interface
Middleware software – a very useful where frequency of update is extremely importantETL tools (with meta data) – a large part of work effort
42Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Agenda
Architectural Differences Between the ODS and the Data WarehouseClasses of the Operational Data StoreODS Interfaces–What Comes in and What Goes Out!Which do You Build First – ODS or Data Warehouse?
43Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
ODS BestPractices
Reasons to Build an ODS
Integration of corporate data
Tactical decision support
Data sharing and accessibility
Reporting to off-load the operational system
44Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
ODS BestPractices
ODS First
Complex operational systems
Multiple merges and acquisition
CRM – current customer informationAttention to customer touch processes
Objective: Integrated, high-quality, current accessible data
45Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Reasons to Build a Data Warehouse
Need for historical analysis – trends, patterns
No clear picture of profitability
Losing customers and market share but don’t know why
46Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
ODS BestPractices
Data Warehouse First
Strategic marketing analysisAttract and retain a customer
NeedsWantsDesires
Determine customer buying habitsDetermine customer profitabilityPerform demographic profiling
Assumption: well integrated operational systems
48Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Hybrid Environment
Can’t I build a hybrid environment?
The answer is - Of course you can.
A hybrid environment (mixing tactical OLTP and DSSwith strategic DSS) CAN be implemented.
However, just because you CAN do it doesn't meanyou SHOULD.
The massive differences in these two constructs shouldmake it clear that they should NEVER be combined.
49Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Hybrid Environment
ODS and Data Warehouse differ greatly in:Table space allocationsReferential integrity strategyRow level lockingAmount of detailed data (historical versus current)Currency of the dataBackup and recovery strategiesIndexing schemesDisaster recovery strategyReorganization of the database
50Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Hybrid Environment
Implications of mixing the two together:Architectural objectives will not be met.
Environment developed may not meet ANY client requirements (for either OLTP or OLAP).
Credibility and validity of analytical information may be compromised.Performance becomes a big issue.The cost in terms of technology and resources to maintain and monitor this hybrid are great.
51Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
ODS BestPractices
Summary
An organization builds an ODS for various reasons, one of the most important is an integrated customer database.The ODS plays an important role in CRM for customer integration.An integrated corporate operational data store can become crucial for day to day business in every industry.
54Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
RecommendedReading
BooksMastering Data Warehouse Design - Relational and Dimensional Techniques, by Claudia Imhoff, Nicholas Galemmo, and Jonathan G. Geiger (John Wiley & Sons, 2003)
Claudia Imhoff, Nicholas Galemmo, and Jonathan GeigerJohn Wiley & Sons – ISBN 0-471-32421-3
Corporate Information FactoryW. H. Inmon, Claudia Imhoff and Ryan SousaJohn Wiley & Sons - ISBN 0-471-19733-5
Building the Customer Centric Enterprise: Data Warehousing Techniques for Supporting Customer Relationship Management
Claudia Imhoff, Lisa Loftis, and Jonathan G. GeigerJohn Wiley & Sons - ISBN 0-471-31981-3
55Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
RecommendedReading
BooksData Warehousing for e-Business
W. H. Inmon, R. H. Terdeman, Joyce Norris-Montanari, Dan MeersJohn Wiley & Sons – ISBN 0-471-41579-0
Building the Data WarehouseW. H. InmonJohn Wiley & Sons - ISBN 0-471-14161-5
Building the Operational Data StoreW. H. Inmon, Claudia Imhoff and Greg BattasJohn Wiley & Sons - ISBN 0-471-12822-8
56Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
RecommendedReading
BooksThe Data Warehouse Lifecycle Toolkit
Ralph Kimball, L. Reeves, M. Ross, W. ThornthwaiteJohn Wiley & Sons - ISBN 0-471-25547-5
Mastering Data MiningMichael J. A. Berry, Gordon LinoffJohn Wiley & Sons – ISBN 0-471-33123-6
Data Warehouse PerformanceW. H. Inmon, Ken Rudin, Christopher K. Buss, Ryan SousaJohn Wiley & Sons – ISBN 0-471-29808-5
Building and Managing the Meta Data RepositoryDavid MarcoJohn Wiley & Sons – ISBN 0-471-35523-2
57Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
RecommendedReading
BooksThe Data Model Resource Book (Volumes 1 and 2)
Len SilverstonJohn Wiley & Sons – ISBN 0-471-38023-7 & 0-471-35348-5
Improving Data Warehouse and Business Information QualityLarry P. EnglishJohn Wiley & Sons – ISBN 0-471-25383-9
Data Warehouse Management HandbookRichard KachurPrentice Hall – ISBN 0-130-83346-0
Data Warehouse Project ManagementSid Adelman and Larissa T. MossAddison Wesley – ISBN 0-201-61635-1
58Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Articles“The Devil You Know: Integrating Old Reports into New BI Systems” by Claudia Imhoff and Mike Biensen (DM Review, June 2003)“The Staging Area” by Joyce Norris-Montanari (TDWI Flashpoint, May 2003)“Just Plug in the Data Appliance and GO! By Claudia Imhoff (DM review, May 2003)“Keep your friends close, and your enemies closer” by Claudia Imhoff (DM Review, April 2003)“All Parallelism Is NOT Created Equal!” by Joyce Norris-Montanari (TDWI Flashpoint, March 2003)“End Users – Use ‘em or Lose ‘em – Round Two” by Claudia Imhoff (DM Review, March 2003)
59Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Articles“Growing Pains” by Claudia Imhoff and David Imhoff (DM Review, February 2003)“Take a Trip and Never Leave the Farm” by Claudia Imhoff (DM Review, January 2003)“We are fam-i-ly – Managing Corporate Relationships for Better CRM” by Claudia Imhoff & Lisa Loftis (DM Review, December 2002)“Financial Analytics: Delivering Metrics That Matter” by ClaudiaImhoff and Raymond Pettit (DM Review, November 2002)“Crystal Clear Customers – The Role of the Operational Data Store” by Claudia Imhoff (DM Review, October 2002)“Want to Maximize Data Quality? Make Data an Enterprise Asset” by Claudia Imhoff and Jonathan G. Geiger (DM Review, September 2002)
60Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Articles“CRM Analytics” by Claudia Imhoff and Lisa Loftis (DM Review, August 2002)“Where’s the Brain? The Role of the Program Management Office” by Claudia Imhoff (DM Review July 2002)“Analytical Applications – The New Kids on the Block” by Claudia Imhoff (DM Review June 2002)“The Oper Mart Application – Continuing the Story” by Claudia Imhoff and Joyce Norris-Montanari (DM Review May 2002)“Sharing the Wealth: Putting it all together in the Corporate Information Factory” by Claudia Imhoff (DM Review April 2002)
61Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Articles“The Corporate Information Factory Comes of Age” by Claudia Imhoff and the Intelligent Solutions Team (DM Review March 2002)“The CRM Maturity Scale” by Claudia Imhoff (DM Review, February 2002)“I’ve Got a Secret – Preserving Customer Trust and the Role of Privacy” by Claudia Imhoff and Jonathan Geiger (DM Review, January 2002)“Making CRM Technologies Work – Hard! The Interplay of the Information Factory Components” by Claudia Imhoff (DM Review, December 2001)
62Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Articles“Instant CRM – Just add vendors!” by Claudia Imhoff and Lisa Loftis (DM Review, November 2001)“Do It My Way or the Highway…Evolving from Personalization to Customization” by Claudia Imhoff (DM Review, October 2001)“Subject-Orientation in a Data Warehouse” by Jonathan G. Geiger (The Data Warehousing Institute Flashpoint, September 26, 2001)“Oper-Marts – An Evolution of the Operational Data Store” by Claudia Imhoff (DM Review, September 2001)“Getting to Know You, Getting to Know All About You” (DM Review, August 2001)“All Mach – No Vector” by Claudia Imhoff (DM Review, July 2001)“CRM ROI – Oxymoron or Management Mandate?” by Claudia Imhoff (e-Business Advisor, July 2001)
63Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Articles“CRM – Technology is not Enough” by Claudia Imhoff and Lisa Loftis (DM Review, June 2001)“The Good, the Quick and the Easy” by Claudia Imhoff (DM Review, May 2001)“Consultant Prescription: Augmenting your IT blood bank for a BI project” by Claudia Imhoff (DM Review, May 2001 Consultant’s Guide)“Create an Enterprise Portal Infrastructure” by Claudia Imhoff (eBusiness Advisor, May 2001)“Mass Customization – The Next Technological Advance for Business Intelligence” by Claudia Imhoff (DM Review, April 2001)“Creating a Truly Customer-Centric Enterprise - The Role of Analytical CRM” by Claudia Imhoff (Microsoft Executive Circle, Q2 2001)
64Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved
Articles“Quality Relationships Begin With Quality Data” by Claudia Imhoff and Jonathan G. Geiger (e-Business Advisor March 2001)“Howdy Pard’ner” by Claudia Imhoff and Jonathan G. Geiger (DM Review March 2001)“My, How Times Change” by Claudia Imhoff and Jonathan G. Geiger (DM Review, February 2001)