Data Warehousing and Data Mining for Telecommunications (Artech House Computer Science Library)

Foreword xiii......Page 13
Preface xvii......Page 16
1 Everything’s up to date in Kansas City 1......Page 18
1.1 The current industry composition 3......Page 20
1.2 Why is telecommunications so BIG? 4......Page 21
1.3 Telecommunications: the major driving economic force of the 21st century 5......Page 22
1.4 Knowledge management enablement—the biggest factor of all 6......Page 23
1.5 The ultimate environment 7......Page 24
1.6 Future directions 8......Page 25
1.7 Telecommunications and technological innovation 9......Page 26
1.9 Customer intimacy—from “network is king” to “customer is king” 10......Page 27
1.10 Operational efficiency—being the low-cost provider of choice 11......Page 28
1.12 Conclusion 12......Page 29
2 Why warehousing and how to get started 13......Page 30
2.1 Background of data warehousing 14......Page 31
2.2 Data mining 18......Page 35
2.3 Why are these approaches so exceptionally valuable to telecommunications firms? 20......Page 37
2.4 Organizing the process 22......Page 39
3 The knowledge management view of business and warehousing 25......Page 41
3.1 The knowledge management revolution 26......Page 42
3.2 Efficiency optimization—optimize the silo or optimize the whole 32......Page 48
3.3 The corporate global warehouse model 38......Page 54
3.4 Overall strategy for development (one piece at a time, fitting into the overall architecture) 45......Page 61
4 The telecommunications value chain 51......Page 67
4.2 Steps in the process of deriving a business’ value chain 52......Page 68
4.3 Telecommunications functions and systems 53......Page 69
4.4 Organizational structure and the value chain 63......Page 79
4.5 Allocating the business units to the value chain and the knowledge management process 66......Page 82
5 Building the warehouse—one step at a time 79......Page 95
5.1 Challenges to infrastructure design 80......Page 96
5.2 The functional components of a warehouse environment 84......Page 100
5.3 The step-by-step, cost-justified approach 89......Page 105
5.4 How do you build a warehouse? 92......Page 108
6 Value propositions in telecommunications 95......Page 110
6.1 Mining tools and value delivery 96......Page 111
6.2 Value propositions by functional area 98......Page 113
6.3 Conclusions 105......Page 120
7 Simple sales analysis: an introduction to operational monitoring using Microsoft Query 107......Page 122
7.1 Operational efficiency—an overview 109......Page 124
7.2 Sales monitoring and control 110......Page 125
7.4 Using Microsoft Query and Excel to do sales tracking 111......Page 126
7.6 Alternative methods of accessing data 115......Page 130
8 Sales and product management: advanced operational monitoring using COGNOS PowerPlay 117......Page 132
8.1 Monitoring complex business organizations 118......Page 133
8.2 Exploring sales and product performance 121......Page 136
8.3 Additional PowerPlay features 124......Page 139
8.4 Summary 127......Page 142
9 Customer intimacy: an introduction using SPSS 129......Page 143
9.1 An introduction to analytical mining 130......Page 144
9.2 Statistical analysis—options and objectives 131......Page 145
9.3 Descriptive approaches 133......Page 147
9.4 Inferential approaches—regression analysis 137......Page 151
9.5 Conclusions on statistical analysis 140......Page 154
10 Predicting customer behavior: an introduction to neural networks 143......Page 156
10.1 Unraveling complex situations 144......Page 157
10.3 Step-by-step use of a neural network 145......Page 158
10.5 Conclusion on neural networks 152......Page 165
11 Engineering and competitive analysis support: an introduction to geographical systems and MapInfo 155......Page 167
11.1 An introduction to MapInfo Professional 156......Page 168
11.2 Using geographical information to solve telecommunications problems 158......Page 170
11.3 Cellsite analysis with MapInfo Professional 159......Page 171
11.4 Market analysis capabilities 162......Page 174
11.5 Viewing a local market in greater detail 164......Page 176
11.6 Accessibility to fiber analysis 165......Page 177
11.7 Working with the underlying database 167......Page 179
11.8 Conclusion 168......Page 180
Appendix A: Real world warehousing: France Telecom and STATlab tools 169......Page 181
A data warehouse solution with STATlab tools 170......Page 182
The corporate information system of France Telecom 171......Page 183
Cases of telecommunications data exploration 172......Page 184
Churn customer data and decision making 187......Page 199
Fraud detection 196......Page 208
Architecture and Technical Specifications 200......Page 212
Enduser tools 201......Page 213
Conclusion 209......Page 221
Appendix B: The business case for business intelligence 211......Page 223
B.1 Our credentials: background of Holistic Systems/Seagate Holos 212......Page 224
B.2 Technology alone is the wrong emphasis 213......Page 225
B.3 Focusing on the business is the right emphasis 214......Page 226
B.4 What distinguishes enterprise business intelligence? 215......Page 227
B.5 Talking about the technology 218......Page 230
B.6 Individual technology components of enterprise business intelligence systems 219......Page 231
B.7 A closer look at OLAP 220......Page 232
B.8 Open OLAP—a better approach 222......Page 234
B.9 Seagate Holos’ architecture 224......Page 236
B.10 Thin client with agents, neural nets, and more 225......Page 237
B.12 BT uses Seagate Holos for project tracking 229......Page 241
B.13 Ameritech uses Seagate Holos for sales reporting 235......Page 247
C.1 Extend your analysis 239......Page 250
C.2 Use a comprehensive solution 240......Page 251
C.4 Company information 241......Page 252
C.5 SPSS offices 242......Page 253
Appendix D: The DecisionWORKS suite from Advanced Software Applications 245......Page 256
D.1 ModelMAX: the new standard for predictive modeling 246......Page 257
D.2 dbPROFILE: a breakthrough for custom clustering and data visualization 249......Page 260
D.3 For more information 250......Page 261
Data management terms 251......Page 262
Data analysis terms 254......Page 265
Selected bibliography 257......Page 268
About the author 261......Page 272
Index 263......Page 273