Data mining, data warehousing, decision support and knowledge discovery
make up the universe of DSstar, the only executive business newsletter
supporting strategic employment of these technologies.
The On-Line Executive Journal for Data-Intensive Decision Support
*** Aug 24, 1999: Vol. 3, No. 34 ***
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IN THIS ISSUE:
PART II OF DATA MINING AND ROI
ARE YOUR MODELS WORKING FOR OR AGAINST YOU?
WAL-MART DOUBLES ITS DATA WAREHOUSE
ANALYSIS & COMMENTARY
DATA MINING AND RETURN ON INVESTMENT (PART II)
By Ed Colet
Executive Editor-at-Large Inderpal Bhandari presents a guest editorial by
Virtual Gold's Acting Director of Research:
Data mining tools will discover interesting patterns buried within the
data and develop predictive models. These models will have various measures
for indicating how well they fit the data. But quite often, it's not clear
how to make a decision on the basis of some of the measures reported as part
of data mining analyses. How does one interpret things such as support,
confidence, lift, interestingness and other things in a practical way? As a
result, there is often a disjoint between the output of an analysis and the
decision-making considerations that follow. One way to narrow this gap is to
cast data mining results into terms that the decision-maker (who is often
not the analyst) can understand.
THE DATA WAREHOUSE ON S/390: PART 2
By Dan Graham, global strategy and operations executive,
Global Business Intelligence Solutions, IBM;
and Malcolm Nolan,
marketing manager, Business Intelligence, S/390, IBM
In our previous installment, we put forward the thesis that, because about
75 percent of warehouse data resides in mainframes, those mainframes could
better leverage return on investment by serving the warehouse. Here we
discuss growth.
SPECIAL REPORT: A SUCCESSFUL UNION BASED ON SHARED FACTS
As the direct marketing deity that is customer data becomes subject to
increasingly frenzied worship, the cross-selling opportunities triggered by
mergers are the obvious Holy Grail.
SURVEY - INVESTMENT SOFTWARE: BALANCING THE BOOKS
A recent survey by management consultants KPMG found that 95 per cent of
models contained major errors which could affect decisions based on the
result of the model - 59 per cent of models were judged to have poor model
design. Considering just how widely models are used for analysis and
forecasting, this is cause for concern.
REPORT SHOWS LITTLE CORRELATION BETWEEN CLICK RATES AND
CONVERSION RATES; ONLINE MARKETERS NEED TO UNDERSTAND REAL
DRIVERS OF BRAND AWARENESS
AdKnowledge has released its Q2 Online Advertising Report (OAR). This
report is a compilation of Web advertising statistics and trend analyses
gathered from the AdKnowledge System and analyzed by the new AdKnowledge
eAnalytics division. Together, the AdKnowledge System and eAnalytics enable
marketers and agencies to measure, optimize and execute Web marketing
campaigns.
VISUAL MINING ANNOUNCES DECISION.CONTROL, THE FIRST
CORPORATE DECISION PORTAL SOLUTION
The Decision.Control corporate decision portal gives users the power to
search, create, manage, and present customized desktop views of information
from corporate data stores without needing to understand data structures or
learn new reporting tools. Decision.Control presents the information to
users in real-time with dynamically generated charts, graphs, and reports,
while allowing them to drill down or drill through the information to find
the answers they need to make informed business decisions.
ACTION ITEMS
Sybase And SGI Partner To Deliver Targeted Strategic
Business Analysis Solutions
In addition to vertical solutions, Sybase and SGI will jointly develop and
optimize new 64-bit versions of Adaptive Server Enterprise (ASE), Adaptive
Server IQ (ASIQ) for SGI's IRIX operating system that will fully leverage
SGI's ccNUMA (cache-coherent non-uniform memory access) architecture to
provide ultimate performance and scalability for customers.
Business Objects And Owens & Minor Win TDWI Best Practices
Award
The category covers organizations' innovative use of technology and web
browsers to deliver information from data warehouses to solve business
problems and improve customer service.
Tessera Enterprise Systems And The Polk Company Announce
Strategic Partnership Revolutionizing The Relationship
Management Capabilities Of The Automotive Industry
Tessera's longstanding success in building customer-centric data
warehouses, data access environments and analytic capabilities combined with
Polk's deep automotive experience and robust data resources create a
powerful team able to provide high-value, action-oriented solutions to
automotive manufacturers.
SPSS Inc. And American Century Investments Win 1999
RealWare Award; Data Mining Leader's Analytical Solution
Transforms Financial Giant's Customer Relationship
Management System
The award was granted based on ACI's implementation of a closed-loop
decision support system designed with SPSS products. ACI secured a
competitive edge by using SPSS and Clementine software to transform previous
customer insight into actionable decision-making information.
ShowCase Corporation Provides Infinium Customers With
Quick-Start Template For Smarter Financial Analysis Of
Enterprise AS/400 Data
Responding to market demand for a fast, effective financial data mart
solution, ShowCase Corporation has announced that its Financial Analysis
Deployment Accelerator now supports Infinium Software's transaction systems.
SCO, Compaq And Oracle Drive Reseller And Distribution
Program For Packaged Internet Database Solutions
As the result of a recently formed SCO Division within Oracle, SCO and
Oracle have launched a new program to penetrate the reseller channel with
UnixWare 7 and Oracle8i, the industry's only Internet database, on Compaq
ProLiant Servers.
NCR More Than Doubles Data Warehouse For World's Leading
Retailer To Over 100 Terabytes
At a meeting with more than 4,000 representatives of the company's
merchandise suppliers, Wal-Mart said its system, which has more than twice
the capacity of the next largest Fortune 500 data warehouse, has grown from
44 terabytes to 101 terabytes over the past year.
Clinton Sets Up Group To Datamine For Illegal Internet
Activity
The US President issued an executive order calling for agencies to set up
the working group, which will be responsible for issuing a report and
offering recommendations on how to use existing laws and technology to aid
in the detection, investigation and prosecution of criminal acts conducted
over the Internet.
Ardent Software Speeds The Deployment Of Business
Intelligence And Analytical Applications For SAP Users
Ardent's DataStage Extract PACK for SAP R/3 enables users to extract data
directly from SAP R/3 systems natively and integrate it with data from other
sources, leveraging the powerful visual design process of DataStage for
modeling and deploying source-to-target transformations and loads.
QUOTE OF THE WEEK
"When companies merge, there can be difficulties with
establishing the definition of a customer. One of our clients
has more than 20 definitions of a customer in its enterprise
data warehouse."
business development manager, Harte-Hanks
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