The Operational Data Store

Tactical Analysis at Your Fingertips

Claudia Imhoff, PhD

Intelligent Solutions, Inc.
[email protected]
www.IntelSols.com

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 1

 Agenda
 Architectural Differences Between the
ODS and the Data Warehouse
 Classes of the Operational Data Store
 ODS Interfaces–What Comes in and What
Goes Out!
 Which do You Build First – ODS or Data
Warehouse?

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 2

 Corporate Information Factory
Library & Toolbox Information Workshop Workbench

Information Feedback

External Exploration DSI

Warehouse
Data
API ERP Warehouse Data Mining
DSI
Warehouse
Data CIF Data Data
API Internet
Acquisition Management Delivery
OLAP Data DSI
Mart
API Legacy Operational
Data Store
TrI Oper Mart
API Other DSI

Operational
Systems Meta Data Management

Systems Data Acquisition Operation & Service Change

Management Management Management Management
Administration
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 3
 Challenges
 New data requirements that do not appear to
support traditional analytical BI
 Membership number?
 Customer name, address, and phone number?
 Current status of problem?
 Increasing demands for data freshness, currency
 Daily
 Hourly
 Up-to-the-second

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 4

 Challenges
 Increasing demands for availability
 24 X 365!
 99.999% up time stats!
 Increasing demands for query response
 Sub second
 New requirement to manage data in the data
warehouse that was produced by the data mart
 An old user with a new look asking unusual questions

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 5

 CIF - Some Unusual Requests
I need access to the status and
I need the Data results of previous contacts
Mart rebuilt daily! with the customer. I need hourly reporting
on call center performance.
I need to know what
products belong to a
I need to be notified
customer.
immediately if fraud
is detected against
I need the customer’s a customer’s account.
name and address.
I need to know what
I need the Data orders from the 30 day
Warehouse updated I need to be able to assign backlog are scheduled
daily! and manage campaigns. to be shipped today?
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 6
 CIF - Some Unusual Requests
I need access to the status and
I need the Data results of previous contacts
Mart rebuilt daily! with the customer. I need hourly reporting
on call center performance.
I need to know what
products belong to a
I need to be notified
customer.
immediately if fraud
is detected against
I need the customer’s a customer’s account.
name and address.
I need to know what
I need the Data orders from the 30 day
Warehouse updated I need to be able to assign backlog are scheduled
daily! and manage campaigns. to be shipped today?
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 7
 Major Business Functions
Library & Toolbox Information Workshop Workbench

Information Feedback

External Business Intelligence Exploration

Warehouse
DSI

Data
API ERP Warehouse
Business Data CIF Data Data
Data Mining
Warehouse
DSI

Operations
API Internet
Acquisition Management Delivery
OLAP Data DSI
API Legacy Operational Mart
Data Store

API Other
Business Management
TrI Oper Mart DSI

Operational
Systems Meta Data Management

Systems Data Acquisition Operation & Service Change

Management Management Management Management
Administration
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 8
 Operational Data Store
Library & Toolbox
The Operational Information
Data Store is a subject-Workshop Workbench

oriented, integrated, current, volatile

collection of data used to support the
Information tactical
Feedback
decision-making process for the enterprise.
External Exploration DSI
Warehouse
Data
API ERP Warehouse Data Mining
DSI
Warehouse
Data CIF Data Data
API Internet
Acquisition Management Delivery
OLAP Data DSI
API Legacy Operational Mart
Data Store
TrI Oper Mart
API Other DSI

Operational
Systems Meta Data Management

Systems Data Acquisition Operation & Service Change

Management Management Management Management
Administration
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 9
 Operational Data Store
... is a:

 subject-oriented
 integrated
 current
 volatile

… collection of data used to support the tactical

decision making process for the enterprise.
as defined by W. H. Inmon, Claudia Imhoff and Greg Battas
in Building the Operational Data Store
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 10
 Operational Data Store
 Role
 Is the central point of data integration for Tactical
Analysis
 Delivers a common view of enterprise data
 Current data
 OLTP capabilities
 Observations
 Supports actions resulting from Business Intelligence
activities
 Relatively simple to deploy but expect more difficulty as
data currency demands grow
 Provide access from anywhere in the corporation via
common messaging interface
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 11
 Operational Data Store
Organizations are building Operational Data
Stores to:
 Provide operational data integration or

consolidation to facilitate the sharing of critical

data (e.g., integrated customer or product data)
 Provide integrated operational reporting across

the organization (daily batch reporting)

 Provide integrated operational level tactical

analysis that does not require time-series data.

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 12

 Corporate
Information Factory

Operational Data Store is NOT…

Architecture

 The ODS is NOT used for

strategic analysis
 The ODS is NOT the lowest
level of detail in the data
warehouse architecture
 The ODS is NOT a staging
area for the data warehouse
 The ODS is NOT a
department-specific
application

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 13

 Corporate
Information Factory

Summary
Architecture

 The ODS is a different structure than a data

warehouse.

 The ODS is not a staging area for the data

warehouse.

 The ODS is subject oriented, integrated,

volatile and updated.

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 14

 Agenda
 Architectural Differences Between the ODS
and the Data Warehouse
 Classes of the Operational Data Store
 ODS Interfaces – What Comes in and What
Goes Out!
 Which do You Build First – ODS or Data
Warehouse?

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 15

 Classes of Operational Data Classes of
ODS

Stores
 Frequency of update
 Synchronous with source
Class I systems
 Asynchronous with source
Class II systems
Class III  Degree of integration and
transformation
Class IV  Degree of summarization

NOTE: Managing users frequency

expectations can be difficult!
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 16
 Classes of
ODS

Class I - Characteristics
Class I
 Updated synchronously
 Updates appear within 2 to 3 seconds after
entered into source system
 Uses messaging middleware or enterprise
application interface (EAI)
 Little – if any – integration and
transformation
 High-performance, transaction dominated
environment
 Limited on instantaneous summarization

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 17

 Classes of
ODS

Class I - Example
Airline Flight Information ODS: A flight delay
updated in the flight scheduling system in
New York shows up both in San Francisco
airport’s gate management system and on the
airline’s web site within seconds
 Sophisticated middleware or EAI makes this feasible
 Resource intensive
 High maintenance overhead
 Difficult to get initially synchronized
 Difficult and complex to maintain
 An expensive system!
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 18
 Classes of
ODS

Class II - Characteristics
 Data is stored and forwarded later Class II
 Refreshment multiple times a day
 Anywhere from 15 minutes to several hours

 Not the immediacy of Class I ODS

 Some integration and transformation can

occur as the data flows into the Class II ODS

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 19

 Classes of
ODS

Class II - Example
Bank Consolidated Accounts ODS: Consolidated
information on bank’s corporate customers with
numerous dispersed accounts

 The customer has many accounts with a

nation-wide bank
 Multiple branches
 The bank has disparate source systems
 Customer information everywhere

 Consolidation is needed!
 ODS will contain relatively simple data
structures and integration
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 20
 Classes of
ODS

Class III - Characteristics

 Most asynchronous class of ODS
 Overnight data movement to the ODS Class III
 Once a day and ONLY once a day
 Data is trapped in the operational environment and updated
into the ODS
 Some source data may be a snapshot at end of the day
 Usually updated in batch mode
 Significantly more integration and transformation
possible

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 21

 Classes of
ODS

Class III - Example

 Integrated Customer – Product Profile ODS:
Computer peripherals manufacturer needs
customer product profile information on a
national basis for better customer support and
enhanced sales opportunities
 ODS is fully integrated and complex
transformations are possible allowing
integration
 ODS has complex data structures
 Easiest to maintain

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 22

 Classes of
ODS

Class IV - Characteristics
 Analysis (profiling) completed in
the data warehouse Class IV
 Via Feedback loop knowledge is
applied to current list on the ODS
 Data movement at
regular/irregular intervals
 A Class I, II, or III can become a
Class IV
 Requires the data warehouse to
be in place

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 23

 Classes of
ODS

Other ODS Renditions

 Refresh daily
 Truncate tables and reload
 Easy to build
 No integration
 Data starts aging immediately
 Short life
 Combining a Class I, II, III and/or IV
 Very powerful
 Difficult to construct
 Challenging to maintain
 Frequency of updates can be global
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 24
 Classes of
ODS

Class Comparisons
Class I Class II Class III Class IV

Refresh Seconds to Minutes to Daily Whenever

Frequency Minutes Hours

Technologies Real-time Store and Batch oriented, ETL

messaging forward store and forward
middleware and middleware and middleware and
ETL products ETL products ETL products

Degree of None to Low Low to Medium Medium to High High

enterprise
integration and
transformation

Cost High Moderate to Moderate Minimal

High

Summarization None * Very Little ** Yes Yes

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 25

 Classes of
ODS

Summary
 Classes of ODS
 Different technologies and purposes
 Based on different refresh needs and strategies
 Class I is instantaneous updates
 Class II has a frequency of 15 minutes to
several hours
 Class III is updated once a day
 Class IV feeds information from the data
warehouse to any class of ODS

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 26

 Agenda
 Architectural Differences Between the ODS
and the Data Warehouse
 Classes of the Operational Data Store
 ODS Interfaces–What Comes in and What
Goes Out!
 Which do You Build First – ODS or Data
Warehouse?

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 27

 Operational Systems to ODS –
ODS to Operational Systems
Library & Toolbox Data Acquisition
Information Workshop is the set of processes
Workbench

that capture, integrate, transform, cleanse,

and load
Information source data into the data
Feedback
warehouse and operational data store.
External Exploration DSI
Warehouse
Data
API ERP Warehouse Data Mining
DSI
Warehouse
Internet
Data CIF Data Data
API
Acquisition Management Delivery
OLAP Data DSI
API Legacy Operational Mart
Data Store
TrI Oper Mart
API Other DSI

Operational
Systems Meta Data Management

Systems Data Acquisition Operation & Service Change

Management Management Management Management
Administration
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 28
 ODS
Interfaces

Messaging Products
 IBM MQSeries

 Tibco

 Neon

 Tuxedo

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 29

 ODS
Interfaces

EAI Vendors
 BizTalk –Microsoft
 Data Junction –
Integration Architect
 iWay – IBI
 SeeBeyond
 Virtuoso – OpenLink
 Vitria
 WebMethods
 WebSphere - IBM

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 30

 ODS
Interfaces

ETL Tools and the ODS

 IBM – Visual Warehouse,  Coglin Mill – Rodin
Data Propagator, Data  Data Mirror - Constellar
Joiner  Ab Initio
 CA – Data Mover  Embarcadero –
 Data Junction DT/Studio
 Eti
 Microsoft – DTS
 Hummingbird – Genio
 Informatica – PowerCenter
 Business Objects –
 Ascential – DataStage Data Integrator
 Oracle – Warehouse  SAS
Builder (Carleton)
 Sagent – Group 1
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 31
 ODS
Interfaces

EAI and ETL Together

 ETL can use the logical
goodness of EAI to pull
data
 Real-time integration
and consolidation for
the ODS
 ETL becomes the
‘heavy-lifter’
 EAI becomes the
connectivity
NOTE: Will these technologies
merge into one?

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 32

 ODS to Oper-Mart
The Oper-Mart is a subsetInformation
Library & Toolbox of data derived from of the Workbench
Workshop
operational data store used in tactical analysis and usually
stored in a multidimensionalInformation
mannerFeedback
(star schema or
hypercube). They may be created in a temporary manner
and dismantled
External when no longer needed. Exploration DSI
Warehouse
Data
API ERP Warehouse Data Mining
DSI
Warehouse
Internet
Data CIF Data Data
API
Acquisition Management Delivery
OLAP Data DSI
API Legacy Operational Mart
Data Store
TrI Oper Mart
API Other DSI

Operational
Systems Meta Data Management

Systems Data Acquisition Operation & Service Change

Management Management Management Management
Administration
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 33
 ODS
Interfaces

Oper-Marts or ODS “Data Marts”

 Reporting cubes (OLAP),
summary tables, small star
schemas
 Not synchronous or
dynamic
 Rebuilt often
 Reflect the data as of a
point in time
 Will likely lag in currency
from the rest of the ODS

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 34

 ODS
Interfaces

Cubes and the ODS

 Drill thru to Operational systems
 Digital Dashboards
 Plug in ODS, Oper Mart with a portal
 Vendors
 Cognos – PowerPlay
 SQLServer – Analytic Services
 Hyperion – Essbase
 Packaged Analytics

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 35

 Managed Query Tools and the
ODS
 Business Objects
 Cognos - Impromptu
 Crystal Reports (Business Objects)
 Brio Query (Hyperion)
 SAS
 CA – Forest and Trees
 CA – Info Beacon
 Oracle Reports
 Microstrategies
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 36
 ODS to DW and DW or Data Mart ODS
Interfaces

to ODS
Library & Toolbox Information Workshop Workbench

Information Feedback

External Exploration DSI

Warehouse
Data
API ERP Warehouse Data Mining
DSI
Warehouse
Internet
Data CIF Data Data
API
Acquisition Management Delivery
OLAP Data DSI
API Legacy Operational Mart
Data Store
TrI Oper Mart
API Other DSI

Operational
Systems Meta Data Management

Systems Data Acquisition Operation & Service Change

Management Management Management Management
Administration
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 37
 ODS
Interfaces

Transactional Interface
InterfaceInformation
Library & Toolbox
The Transactional Workshop
is an easy-to-use and Workbench

intuitive interface for the end user to access

Information Feedback and

manipulate data in the operational data

Information store.
Feedback
External Exploration DSI
Warehouse
External Exploration DSI
Data Warehouse
API ERP Warehouse
Data Data Mining
API ERP DSI
Warehouse Warehouse
Data CIF Data Data Data Mining
DSI
API Internet Warehouse
Internet
Data
Acquisition CIF Data
Management Data
Delivery
API
Acquisition Management Delivery OLAP Data
Mart
DSI
API Legacy Operational OLAP Data DSI
API Legacy Operational Mart
Data Store
DataTrIStore
API Other Oper Mart DSI
TrI Oper Mart
API Other DSI
Operational
Operational
Systems
Systems Meta Data
Meta Data Management
Management

Systems Data Acquisition Operation & Service Change

Management Management Management Management
Administration
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 38
 Transactional Interface ODS
Interfaces

Programming Tools and the ODS

 Microsoft - Visual Basic
 Sybase – Powerbuilder
 JAVA
 C, C++
 COBOL
 Oracle Forms

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 39

 ODS
Interfaces

Decision Support Interface

Library & Toolbox Information Workshop Workbench

Information Feedback
The Decision Support Interface is an easy-to-use,
intuitive tool to enable end user capabilities such
External Exploration DSI
as exploration, data mining, OLAP, query, and Warehouse
Data
reporting
API ERP to distill information from data.
Warehouse Data Mining
DSI
Warehouse
Internet
Data CIF Data Data
API
Acquisition Management Delivery
OLAP Data DSI
API Legacy Operational Mart
Data Store
TrI Oper Mart
API Other DSI

Operational
Systems Meta Data Management

Systems Data Acquisition Operation & Service Change

Management Management Management Management
Administration
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 40
 ODS
Interfaces

Summary
 Interfaces will need to be created:
 From the operational systems to the ODS (and back)
 From the ODS to the oper-mart
 From the ODS to the data warehouse
 From the data warehouse or data mart to the ODS
 Transactional interface
 Middleware software – a very useful where frequency
of update is extremely important
 ETL tools (with meta data) – a large part of work
effort

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 41

 Agenda
 Architectural Differences Between the ODS
and the Data Warehouse
 Classes of the Operational Data Store
 ODS Interfaces–What Comes in and What
Goes Out!
 Which do You Build First – ODS or Data
Warehouse?

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 42

 ODS Best
Practices

Reasons to Build an ODS

 Integration of corporate data

 Tactical decision support

 Data sharing and accessibility

 Reporting to off-load the operational system

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 43

 ODS Best
Practices

ODS First
 Complex operational systems

 Multiple merges and acquisition

 CRM – current customer information

 Attention to customer touch processes

 Objective: Integrated, high-quality, current

accessible data
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 44
 Reasons to Build a Data Warehouse
 Need for historical analysis – trends, patterns

 No clear picture of profitability

 Losing customers and market share but don’t

know why

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 45

 ODS Best
Practices

Data Warehouse First

 Strategic marketing analysis
 Attract and retain a customer

Needs

Wants

Desires
 Determine customer buying habits
 Determine customer profitability
 Perform demographic profiling
 Assumption: well integrated operational
systems

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 46

 Hybrid Environment?

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 47

 Hybrid Environment

Can’t I build a hybrid environment?

The answer is - Of course you can.

A hybrid environment (mixing tactical OLTP and DSS

with strategic DSS) CAN be implemented.
However, just because you CAN do it doesn't mean
you SHOULD.
The massive differences in these two constructs should
make it clear that they should NEVER be combined.

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 48

 Hybrid Environment
 ODS and Data Warehouse differ greatly in:
 Table space allocations
 Referential integrity strategy
 Row level locking
 Amount of detailed data (historical versus current)
 Currency of the data
 Backup and recovery strategies
 Indexing schemes
 Disaster recovery strategy
 Reorganization of the database
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 49
 Hybrid Environment
Implications of mixing the two
together:
 Architectural objectives will not be met.
 Environment developed may not meet ANY client
requirements (for either OLTP or OLAP).
 Credibility and validity of analytical information may
be compromised.
 Performance becomes a big issue.
 The cost in terms of technology and resources to
maintain and monitor this hybrid are great.

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 50

 ODS Best
Practices

Summary
 An organization builds an ODS for various
reasons, one of the most important is an
integrated customer database.
 The ODS plays an important role in CRM for
customer integration.
 An integrated corporate operational data
store can become crucial for day to day
business in every industry.

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 51

 Questions?

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved

 Recommended Reading

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved

 Recommended
Reading

Books
 Mastering Data Warehouse Design - Relational and
Dimensional Techniques, by Claudia Imhoff, Nicholas
Galemmo, and Jonathan G. Geiger (John Wiley & Sons, 2003)
 Claudia Imhoff, Nicholas Galemmo, and Jonathan Geiger

 John Wiley & Sons – ISBN 0-471-32421-3

 Corporate Information Factory

 W. H. Inmon, Claudia Imhoff and Ryan Sousa

 John Wiley & Sons - ISBN 0-471-19733-5

 Building the Customer Centric Enterprise: Data Warehousing

Techniques for Supporting Customer Relationship Management
 Claudia Imhoff, Lisa Loftis, and Jonathan G. Geiger

 John Wiley & Sons - ISBN 0-471-31981-3

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 54

 Recommended
Reading

Books
 Data Warehousing for e-Business
 W. H. Inmon, R. H. Terdeman, Joyce Norris-Montanari, Dan

Meers
 John Wiley & Sons – ISBN 0-471-41579-0

 Building the Data Warehouse

 W. H. Inmon

 John Wiley & Sons - ISBN 0-471-14161-5

 Building the Operational Data Store

 W. H. Inmon, Claudia Imhoff and Greg Battas

 John Wiley & Sons - ISBN 0-471-12822-8

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 55

 Recommended
Reading

Books
 The Data Warehouse Lifecycle Toolkit
 Ralph Kimball, L. Reeves, M. Ross, W. Thornthwaite

 John Wiley & Sons - ISBN 0-471-25547-5

 Mastering Data Mining

 Michael J. A. Berry, Gordon Linoff

 John Wiley & Sons – ISBN 0-471-33123-6

 Data Warehouse Performance

 W. H. Inmon, Ken Rudin, Christopher K. Buss, Ryan Sousa

 John Wiley & Sons – ISBN 0-471-29808-5

 Building and Managing the Meta Data Repository

 David Marco

 John Wiley & Sons – ISBN 0-471-35523-2

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 56

 Recommended
Reading

Books
 The Data Model Resource Book (Volumes 1 and 2)
 Len Silverston

 John Wiley & Sons – ISBN 0-471-38023-7 & 0-471-35348-5

 Improving Data Warehouse and Business Information Quality

 Larry P. English

 John Wiley & Sons – ISBN 0-471-25383-9

 Data Warehouse Management Handbook

 Richard Kachur

 Prentice Hall – ISBN 0-130-83346-0

 Data Warehouse Project Management

 Sid Adelman and Larissa T. Moss

 Addison Wesley – ISBN 0-201-61635-1

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 57

 Articles
 “The Devil You Know: Integrating Old Reports into
New BI Systems” by Claudia Imhoff and Mike
Biensen (DM Review, June 2003)
 “The Staging Area” by Joyce Norris-Montanari (TDWI
Flashpoint, May 2003)
 “Just Plug in the Data Appliance and GO! By Claudia
Imhoff (DM review, May 2003)
 “Keep your friends close, and your enemies closer”
by Claudia Imhoff (DM Review, April 2003)
 “All Parallelism Is NOT Created Equal!” by Joyce
Norris-Montanari (TDWI Flashpoint, March 2003)
 “End Users – Use ‘em or Lose ‘em – Round Two” by
Claudia Imhoff (DM Review, March 2003)
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 58
 Articles
 “Growing Pains” by Claudia Imhoff and David Imhoff (DM
Review, February 2003)
 “Take a Trip and Never Leave the Farm” by Claudia Imhoff (DM
Review, January 2003)
 “We are fam-i-ly – Managing Corporate Relationships for Better
CRM” by Claudia Imhoff & Lisa Loftis (DM Review, December
2002)
 “Financial Analytics: Delivering Metrics That Matter” by Claudia
Imhoff and Raymond Pettit (DM Review, November 2002)
 “Crystal Clear Customers – The Role of the Operational Data
Store” by Claudia Imhoff (DM Review, October 2002)
 “Want to Maximize Data Quality? Make Data an Enterprise
Asset” by Claudia Imhoff and Jonathan G. Geiger (DM Review,
September 2002)
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 59
 Articles
 “CRM Analytics” by Claudia Imhoff and Lisa Loftis
(DM Review, August 2002)
 “Where’s the Brain? The Role of the Program
Management Office” by Claudia Imhoff (DM Review
July 2002)
 “Analytical Applications – The New Kids on the Block”
by Claudia Imhoff (DM Review June 2002)
 “The Oper Mart Application – Continuing the Story”
by Claudia Imhoff and Joyce Norris-Montanari (DM
Review May 2002)
 “Sharing the Wealth: Putting it all together in the
Corporate Information Factory” by Claudia Imhoff
(DM Review April 2002)
Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 60
 Articles
 “The Corporate Information Factory Comes of Age”
by Claudia Imhoff and the Intelligent Solutions Team
(DM Review March 2002)
 “The CRM Maturity Scale” by Claudia Imhoff (DM
Review, February 2002)
 “I’ve Got a Secret – Preserving Customer Trust and
the Role of Privacy” by Claudia Imhoff and Jonathan
Geiger (DM Review, January 2002)
 “Making CRM Technologies Work – Hard! The
Interplay of the Information Factory Components” by
Claudia Imhoff (DM Review, December 2001)

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 61

 Articles
 “Instant CRM – Just add vendors!” by Claudia Imhoff and Lisa
Loftis (DM Review, November 2001)
 “Do It My Way or the Highway…Evolving from Personalization to
Customization” by Claudia Imhoff (DM Review, October 2001)
 “Subject-Orientation in a Data Warehouse” by Jonathan G. Geiger
(The Data Warehousing Institute Flashpoint, September 26, 2001)
 “Oper-Marts – An Evolution of the Operational Data Store” by
Claudia Imhoff (DM Review, September 2001)
 “Getting to Know You, Getting to Know All About You” (DM
Review, August 2001)
 “All Mach – No Vector” by Claudia Imhoff (DM Review, July 2001)
 “CRM ROI – Oxymoron or Management Mandate?” by Claudia
Imhoff (e-Business Advisor, July 2001)

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 62

 Articles
 “CRM – Technology is not Enough” by Claudia Imhoff and Lisa
Loftis (DM Review, June 2001)
 “The Good, the Quick and the Easy” by Claudia Imhoff (DM
Review, May 2001)
 “Consultant Prescription: Augmenting your IT blood bank for a BI
project” by Claudia Imhoff (DM Review, May 2001 Consultant’s
Guide)
 “Create an Enterprise Portal Infrastructure” by Claudia Imhoff
(eBusiness Advisor, May 2001)
 “Mass Customization – The Next Technological Advance for
Business Intelligence” by Claudia Imhoff (DM Review, April 2001)
 “Creating a Truly Customer-Centric Enterprise - The Role of
Analytical CRM” by Claudia Imhoff (Microsoft Executive Circle, Q2
2001)

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 63

 Articles
 “Quality Relationships Begin With Quality Data” by
Claudia Imhoff and Jonathan G. Geiger (e-Business
Advisor March 2001)
 “Howdy Pard’ner” by Claudia Imhoff and Jonathan G.
Geiger (DM Review March 2001)
 “My, How Times Change” by Claudia Imhoff and
Jonathan G. Geiger (DM Review, February 2001)

Copyright © 2003 Intelligent Solutions, Inc. All Rights Reserved 64