Data mining, data warehousing, decision support and knowledge discovery make up the universe of D S * ( dsstar ), the only executive business newsletter supporting strategic employment of these technologies.

The On-Line Executive Journal for Data-Intensive Decision Support
*** October 6, 1998: Vol. 2, No. 40 ***
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IN THIS ISSUE:

MEASURING THE EFFECTS OF INTERNET ADVERTISING: PART II
BY LARRY COLEMAN
SEQUENT AND PARTNERS TEST NEXT-GENERATION DATA CENTER SOLUTIONS
SAS INSTITUTE DELIVERS PHARMATECHNOLOGY PROCESS

ANALYSIS & COMMENTARY

MEASURING THE EFFECTS OF INTERNET ADVERTISING: PART II
by Larry Coleman

This week, executive editor at large Inderpal Bhandari presents the concluding portion of a guest editorial by Mr. Larry Coleman. Prior to joining Virtual Gold, Inc. as its Director of New Media Solutions, Coleman was President of Prospect Network, an Internet database marketing company that created a significant new kind of advertising and messaging inventory distributed exclusively through a network of Internet Service Providers (ISPs). In the last nine years, he has established a reputation as an industry leader in the effective application of marketing and advertising using new media platforms including interactive television and the Internet. In addition to Prospect Network, he has led pioneering advertising product development and marketing teams at and at Bell Atlantic/TELE-TV, where he was Vice President of Product and Business Development, Marketing/Advertising Applications and at EON (formerly TV Answer). He has nearly eighteen years experience in database marketing, including three years as founder of a successful direct marketing start-up. He has held senior business development management positions with Specialty Direct Marketing and Communicolor (a division of Standard Register Corporation). Coleman holds degrees from the University of Dayton and St. John's University.

The first part of this commentary may be retrieved as D S * article 100320 .

SEQUENT AND PARTNERS TEST NEXT GENERATION DATA CENTER SOLUTIONS

Sequent Computer Systems, Inc., a leader in Intel-based data center solutions, together with over a dozen partners, has unveiled its Enterprise Solutions Center (ESC), a proofing and demo center for next generation data center solutions with over $15 million in dedicated systems. An initiative of Sequent's Solution Integration Group, the ESC provides real world proofing and characterization of large-scale multi-vendor solutions running on NUMA-Q systems and NUMACenter environments. The ESC will also host solution demos and proofing exercises that will be accessible to customers and partners worldwide via Sequent's Intranet.

SAS INSTITUTE DELIVERS PHARMATECHNOLOGY PROCESS

SAS Institute Inc., a leader in decision support for clinical R&D, has announced that the SAS PharmaTechnology Process -- a technology architecture created to make the clinical research processes more efficient and productive -- will be generally available during fourth quarter 1998. Applying data warehouse technology specifically to the field of clinical research, this unique model includes Web-enabled publishing and reporting systems and a broad range of client-side viewers for specific tasks within the clinical-research process.

INTEGRATED DW PRODUCTS INCREASING IN POWER & POPULARITY

IT executives are increasingly utilizing emerging software suites that combine data mining tools with a data warehouse and vertical applications to more effectively predict customer behavior. Vendors such as Informix Software Inc., SAS Institute Inc. and IBM are enhancing their data warehouse products with prepackaged solutions for Windows NT and Unix servers in response to this need.

DATA MINING WITH NEURAL NETWORKS
by Rich Edwards, Marketing Director, Trajecta, Inc

Artificial neural networks are capable of modeling extremely large and complex problems which may involve hundreds of variables. The models they generate can identify patterns and relationships in data that were previously unknown. Neural networks are non-parametric and are capable of taking on any form that the data requires. This ability makes neural networks extremely accurate predictors of non-linear real world events.

ACTION ITEMS

Sagent Technology Experts' New Book Applies a Business Focus for Constructing Data Warehouses
Sagent Technology, Inc., provider of a leading turnkey solution for bringing data marts to the Web, has announced the immediate availability of Data Warehouse Design Solutions, a new book published by John Wiley & Sons, Inc. and co-authored by Sagent Professional Services's vice president, Michael Venerable, and data warehousing consultant, Christopher Adamson. The book approaches data warehouse design from the business perspective. The reader learns how to understand a business problem and how to design a dimensional model that supports it.

New Version of NCR's Database Query Manager Assists More Efficient Use of Teradata Database
NCR Corporation has introduced version 3.0 of its Database Query Manager, a client/server query management tool that helps customers more efficiently use their NCR Teradata relational databases. NCR's Database Query Manager prioritizes questions asked of the warehouse by type, based on current database workloads and estimated impact of the request to the system, and then schedules the jobs to run in the best possible order of execution.

Prism Solutions Announces Plans to Support SAP's Business Information Warehouse
Prism Solutions, Inc., a leading provider of solutions to deliver business intelligence applications, has announced that it will fully support SAP AG's SAP Business Information Warehouse by introducing a new module in the Prism Executive Suite. The module, which will be developed to support SAP's BW Business Application Programming Interface (BAPI), will be released in the fourth quarter of this year.

PolyAnalyst PRO/Power DM Solution Released for Windows 95/NT
Megaputer has announced a new release of its data mining solutions: PolyAnalyst PRO for Win NT and PolyAnalyst Power for Win 95. The new comprehensive multi-strategy solutions utilize an additional self-learning algorithm -- PolyNet Predictor -- a hybrid between the GMDH and Neural Net approaches, most efficient when processing large volumes of data.

Red Brick Ships Major Upgrade to Red Brick Warehouse 5.1
Red Brick Systems, Inc. has announced the availability of Red Brick Warehouse 5.1.5, a major upgrade to its relational database management server (RDBMS) component of Red Brick DecisionScape. Red Brick DecisionScape is Red Brick's comprehensive, integrated environment of products, services, methodology and partnerships designed to provide successful decision support solutions.

PowerPlan Announces Financial Analytic Software to Support Microsoft OLAP Technology
PowerPlan Corporation, a leading provider of analytical financial and business management software to medium to large corporations, has announced a plan to introduce new capabilities at historically low costs through product development effort targeting Microsoft Corporation's new OLAP technology included in Microsoft SQL Server 7.0.

QUOTE OF THE WEEK

"Everyone is talking about one-to-one marketing and intimate relationships, but the implication is that you are taking advantage of every opportunity to interact with the customer. That is where data mining and other types of technology come in."

CONFERENCES & SEMINARS 10.6.98

D S * INFORMATION

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