【正文】 2022 by Prentice Hall Ensuring Data Quality ? Poor data quality: Major obstacle to successful customer relationship management ? Data quality problems: Caused by ? Redundant and inconsistent data produced by multiple systems ? Data input errors ? Data quality audit: Structured survey of the accuracy and pleteness of data ? Data cleansing: Detects and corrects incorrect, inplete, improperly formatted, and redundant data Managing Data Resources Essentials of Business Information Systems Chapter 5 Foundations of Business Intelligence: Databases and Information Management 。 2022 by Prentice Hall Using Databases to Improve Business Performance and Decision Making Essentials of Business Information Systems Chapter 5 Foundations of Business Intelligence: Databases and Information Management Figure 515 Users access an anization’s internal database through the Web using their desktop PCs and Web browser software. Linking Internal Databases to the Web 169。 2022 by Prentice Hall ? One popular use of data mining: Analyzing patterns in customer data for onetoone marketing campaigns or for identifying profitable customers ? Predictive analysis: ? Uses data mining techniques, historical data, and assumptions about future conditions to predict outes of events, such as the probability a customer will respond to an offer or purchase a specific product Data Mining Using Databases to Improve Business Performance and Decision Making Essentials of Business Information Systems Chapter 5 Foundations of Business Intelligence: Databases and Information Management 169。 169。 2022 by Prentice Hall 聯(lián)機(jī)分析處理（ OLAP）指的是對(duì)存儲(chǔ)在數(shù)據(jù)庫(kù)或數(shù)據(jù)倉(cāng)庫(kù)中的數(shù)據(jù)提供分析的一種軟件。 2022 by Prentice Hall ? Supports multidimensional data analysis, enabling users to view the same data in different ways using multiple dimensions ? Each aspect of information—product, pricing, cost, region, or time period—represents a different dimension ? . Comparing sales in East in June vs. May and July ? Enables users to obtain online answers to ad hoc questions such as these in a fairly rapid amount of time Online Analytical Processing (OLAP) Using Databases to Improve Business Performance and Decision Making Essentials of Business Information Systems Chapter 5 Foundations of Business Intelligence: Databases and Information Management 169。 2022 by Prentice Hall ? Business intelligence: Tools for consolidating, analyzing, and providing access to large amounts of data to improve decision making ? Software for database reporting and querying ? Tools for multidimensional data analysis (online analytical processing) ? Data mining ? . Harrah’s Entertainment gathers and analyzes customer data to create gambling profile and identify most profitable customers Business Intelligence, Multidimensional Data Analysis, and Data Mining Using Databases to Improve Business Performance and Decision Making Essentials of Business Information Systems Chapter 5 Foundations of Business Intelligence: Databases and Information Management 169。 169。那么數(shù)據(jù)集市就是企業(yè)級(jí)數(shù)據(jù)倉(cāng)庫(kù)的一個(gè)子集，他主要面向部門級(jí)業(yè)務(wù)，并且只面向某個(gè)特定的主題。 2022 by Prentice Hall 數(shù)據(jù)集市也可叫做“小數(shù)據(jù)倉(cāng)庫(kù)”。 2022 by Prentice Hall Using Databases to Improve Business Performance and Decision Making ? Databases provide information to help the pany run the business more efficiently, and help managers and employees make better decisions ? Tools for analyzing, accessing vast quantities of data: ? Data warehousing （數(shù)據(jù)倉(cāng)庫(kù)） ? Multidimensional data analysis ? Data