This comprehensive guide is the first to provide practical, step-by-step directions for designing and delivering data warehousing and mining applications - specifically in a telecommunications environment. Data Warehousing and Data Mining for Telecommunications offers a unique perspective based on actual experiences of individuals who have successfully designed and developed similar systems in the past. Through dozens of case studies and real-world examples, you'll learn how to build more efficient, more effective data warehouses without wasting time and money on impractical, untenable approaches. You'll also learn how these telecommunications technologies can solve some of your most immediate problems. The book's in-depth analysis of basic fundamentals helps you understand how to engineer and implement a warehouse/mining strategy that reduces costs, maximizes profits, and supports long-term corporate goals. Providing new insights and knowledge-based management approaches, this new telecommunications-specific guide will help you: Build a telecommunications data warehouse; Develop the business case for financing system deployment; Use mining tools to solve problem sets specific to telecommunications; Organize the warehousing effort in order to guarantee effective and efficient deployment; Determine whether your warehousing efforts are on target and competitive. This focused guide is invaluable to telecommunications executives, particularly those responsible for information technology, engineering, marketing, and finance, who need to understand how to develop, finance, and support data warehousing activities - then leverage this type of system to best advantage. By serving as a how to reference, the book also helps other telecommunications professionals implement data warehousing and perform their jobs better and faster.
1. Everything's Up to Date in Kansas City: The Current Industry Composition. Why is Telecommunications So BIG? Telecommunications: The Major Driving Economic Force of the 21st Century. Knowledge Management Enablement - The Biggest Factor of All. The Ultimate Environment. Future Directions. Telecommunications and Technological Innovation. The Three Strategic Options. Customer Intimacy - From Network is King to Customer is King. Operational Efficiency - Being the Low-Cost Provider of Choice. Technical Proficiency - Being the Best at What You Do. 2. Why Warehousing and How to Get Started: Background of Data Warehousing. Data Mining. Why Are These Approaches So Exceptionally Valuable to Telecommunications Firms? Organizing the Process. 3. The Knowledge Management View of Business and Warehousing: The Knowledge Management Revolution. Efficiency Optimization - Optimize the Silo or Optimize the Whole. The Corporate Global Warehouse Model. Overall Strategy for Development (One Piece at a Time, Fitting into the Overall Architecture). 4. The Telecommunications Value Chain: The Knowledge Roadmap Solution. Steps in the Process of Deriving a Business' Value Chain. Telecommunications Functions and Systems. Organizational Structure and the Value Chain. Allocating the Business Units to the Value Chain and the Knowledge Management Process. 5. Building the Warehouse - One Step at a Time: Challenges to Infrastructure Design. The Functional Components of a Warehouse Environment. The Step-By-Step, Cost-Justified Approach. How Do You Build a Warehouse? 6. Value Propositions in Telecommunications: Mining Tools and Value Delivery. Value Propositions by Functional Area. 7. Simple Sales Analysis - AnIntroduction to Operational Monitoring Using Microsoft Query: Operational Efficiency - An Overview. Sales Monitoring and Control. A Universal Problem. Using Microsoft Query and Excel to do Sales Tracking. Managing More Complicated Needs. Alternative Methods of Accessing Data. 8. Sales Product Management - Advanced Operational Monitoring Using COGNOS PowerPlay: Monitoring Complex Business Organizations. Exploring Sales and Product Performance. Additional PowerPlay Features. 9. Customer Intimacy - AnIntroduction Using SPSS: AnIntroduction to Analytical Mining. Statistical Analysis - Options and Objectives. Descriptive Approaches. Inferential Approaches - Regression Analysis. Conclusions on Statistical Analysis. 10. Predicting Customer Behavior - AnIntroduction to Neural Networks: Unraveling Complex Situations. How Can a Neural Network Help with Marketing? Step-by-Step Use of a Neural Network. Applying the Model to Prospects. Conclusion on Neural Networks. 11. Engineering and Competitive Analysis Support - AnIntroduction to Geographical Systems and MapInfo: AnIntroduction to MapInfo Professional. Using Geographical Information to Solve Telecommunications Problems. Cellsite Analysis with MapInfo Professional. Market Analysis Capabilities. Viewing a Local Market in Greater Detail. Accessibility to Fiber Analysis. Working with the Underlying Database. Appendices
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Robert M. Mattison
Rob Mattison is a leading international authority on knowledge management, database implementation, data warehousing, and data mining. He is the author of five books, and his skills as both a speaker and consultant to the telecommunications industry are in constant demand.