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Warehousing on the Web Webhouse Why Utilize the Web? What is the data Webhouse Managing clickstreams WWW today ROI DSS Data Webhouse Defined by Ralph Kimball Two distict focuses • Bringing the web to the warehouse – Clickstream data as a source of information • Bringing existing data warehouses to web – Fully distributed environment Required Capabilities Capture clickstream logs and convert to tables for analysis Merge customer demographic and account info with above Interpret customer paths in website Identify abandoned sessions Use dw to drive customer responses appearing on your website DW querying and reporting available through web browsers Attach multimedia to DW DW security Architecture – Web to Warehouse Beyond comprehensive snapshot of business on real-time basis also want knowledge of customer behavior Extended design factors • Timliness – real-time • Data volume – no upper limit • Response time – less than 10 seconds Hot Response Cache A file server holding complex file objects As a file server it is an I/O engine (bandwidth) Must hold objects which will be requested Security responsibility of requesting server Extension of original operational data store (ODS) Does not physically speed up database creates illusion by storing predictable answers Who are our users? Traditional • Power users – need database connectivity • Analysts – want to manipulate existing data • Report viewers – view standardized reports Web • Our customers • Our business partners • Our employees Clickstreams Clickstream not another data source • Distributed nature leads to multiple data sources which require synchronization • Multiple parties • More than a dozen log file formats for capturing clickstream data • Search specification Basic form of clickstream data stateless • Log shows isolated page retrieval event Clickstream data anonymous Todays Promotions • Clickthroughs and referrals as a revenue source Clickstreams Clickstream post-processor – receives raw long data from web server and normalizes it into a format which can be combined with application derived data for insertion into dw Todays Promotions • Clickthroughs and referrals as a revenue source Why Bring DW to Web? Primary function of dw to publish information – web good partner Need distrnuted dw – web provides universal connectivity Universal front-end – web browser Web Pushes Data Warehouse User interface effectiveness measurable Queries and updates mixed Speed expected – 10 second rule Global • 27 X 7 expected • International characters, dates, addresses Expanded multimedia • Animation, zoomable images, maps, video clips • Need material in digital form • Enterprise information portal will require items to be searchable Web Pushes Data Warehouse Mass customization • Dynamically created web pages – XML Fully distributed • Linking together all the data marts Security and Privacy • Publish only to those who need to know • User profiles and access profiles defined in one place • Full-time expert security person Second Generation User Interface Guidelines Near- instantaneous performance Website Design • • • • • • • • Design for lowest common denominator Measure page performance on a continuous basis Paint navigation buttons immediately Disclose content progressively Implement page caching Cache data, reports Improve web server bandwidth Improve server throughput Second Generation User Interface Guidelines Data Webhouse design • Adapt all web design responses • Select appropriate DBMS software – dimensional models, OLAP • Use indexes, aggregations • Partition files • Increase RAM • Use parallel processing Meet User Expectations Website design • Site navigation choices • Help choices • Communication with various groups – response must be assured • Headlines serious and define content • Indicate off-screen material • Survey customer needs and wants Meet User Expectations Data Webhouse design • Report library • Folder of previous queries, reports … • Dimension browser – viewing dimension can assist report creation • Business metadata interface –understand organizations data assets Streamline Process Business processes designed from ground up to work seamlessly on web Website design • Reengineer to streamline process and make navigation easier, uniform interfaces • Remove barriers to reaching page • Minimize clicks and new windows • Allow interruption and return Streamline Process Data Webhouse design • Build an explicit value chain for reporting and analysis around the application suite using conformed dimensions and facts • Drill across functions • Single user interface for reporting against all parts of business • Master report library and FAQs • Single login and single console access to webhouse Reassure Users Website Design • Map of processes Data Webhouse design • • • • • • Provide status and lineage of current data Provide status of running reports Active notification Allow for entry of NA if data not available Time stamped dimensions Time stamped reports Allow Problem Resolution Website design • • • • Allow backtracking, rollback, play forward Keep old transactions Easy error reporting Acknowledge, track and follow-up all user inputs, show wait time • Assist searching Data Webhouse design • Provide adequate end user support • Show aggregates in use and available • Show system load and percent completed Build Trust Clearly state and observe website’s policies for using customer’s identity Website design • • • • Do not abuse privacy Link to privacy statement Use friendly pictures of people Distinguish between ad content and editorial content Build Trust Data Webhouse design • Two-factor security – What you know – password – What you posses – token • Track changes in employee and contractor status • Create and enforce roles for employees, contractors and customers • Manage webhouse security directly Provide Communication Hooks Website design • Provide useful links to others – internal and external • Remove links that invalidate the “back” button • Use copyable URLs • Use URL as medium of distribution Advantages of Web Today 1998 2000 Immediate worldwide access Centralized management Decentralized Thin client Multi-platform (client and server) Distributed Little or no software distribution Downloads A+ Disadvantages of Web Today 1998 2000 Immature technology - Teenager Security - Solutions Speed restricted by bandwidth - data and logic must both travel across internet Design limited to least common denominator or access restricted to specific browser Vulnerabilities Physical assets Information assets • theft • modification Software assets Ability to conduct business Web Architecture Thin Client Communication layer (network/internet) •Browser •Applets/ActiveX •Email •Spreadsheet •Word-processing Application Application Internet Server Analysis/ Graphics statistics Report SQL Writer Query OLAP Server Database Servers Multidimensional Database Summary/Alternative Relational Tables Data Warehouse - Relational Database Business Management through Information Analysis of historical records • order processing, inventory levels, shipments, receivables, customer history, etc. Goals include: • Measures of efficiency • Anticipate changes (planning and forecasting) • Make adjustments • Integration of model and control function Rule-Based Management Create Strategic rules • IF market demand increases THEN implement marketing campaign A3 • IF profit margin drops below value X THEN adjust overhead by … Must not forget alert rules • If unanticipated condition, then notify CFO Must not be too reactive • would cause thrashing OLDM Decision Process Simultaneous capture of: • Decision support information – Surveyed customer on-line in exchange for an additional discount • with business function inputs Immediate computation or estimation of secondary information • based on planning and forecasting rules Decision support information is: Management • available on-line Defined ! • ready to use “as is” OLDM Decision Process Derived data becomes control information Automation of analysis and decision support • immediately available to management Problems documented on-line Classes of problem and corrective action codified • problem recognition • decision rules OLDM Decision Process Requires four types of information • Characteristics which identify a class of problem • Corrective action ( management responses by problem class) • Rules to implement actions • Record of result Potential of OLDM Better managed business • knowledge asset capture and retention • consistency across enterprise • flexible, highly responsive Close loop with customer • event and market driven but controlled Direct customer interaction • via web, telephone, remote connection Improved systems capacity planning and system management Re-alignment of business and IT