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Practical Business Intelligence: with SQL Server 2005 by Roger Toren, John C. Hancock

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Summary

We added the Internet visit information to the data warehouse and Analysis Services database and built Integration Services packages to load the data from the e-commerce system’s database. We created a mining model to add customer segmentation to the cube, and another model to supply product recommendations to the Web site. We decided not to use the e-commerce application’s built-in BI features because the objectives required extensive data from the existing data warehouse, which was not available in the e-commerce database.

Marketing activities, such as Internet advertising and direct mail, can now be targeted more effectively at customers based on their use of the Web site and their customer profiles. The high-performance ...

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