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Data Warehousing in Action
Seán Kelly
Some years ago, following a big merger, I found myself leading a project
to unify the two companies' disparate marketing databases. Fortunately
I was working with an excellent IT man (commercially minded as well as
technically adept) and the solution he came up with was the then cutting
edge approach of building a data warehouse. As a direct marketer, the term
data warehouse initially meant nothing to me, and coming to it for the
first time under the pressure of a major project Sean Kelly's book was
a lifesaver. Since then hybrid Marketing/IT/Information Management projects
have become my trade, and I still find myself coming back to "Data
Warehousing in Action" for reference at some point on pretty well
every project.
The great strength of Kelly's work for me is threefold. Firstly it provides
a coherent conceptual framework across the whole breadth of data warehousing
activity. Secondly it succeeds in communicating technical issues clearly,
in a way that people from a business rather than a techie background can
understand, but without over-simplifying or talking down to the reader.
Thirdly it keeps firmly in view the importance of delivering real commercial
value with any data warehousing effort.
The combination of an accessible prose style and a structure that follows
clear logical progression of ideas make this one of those rare books on
a technical subject that you can actually read from start to finish without
it being a huge struggle.
Kelly has been accused by some of the more dyed-in-the-wool techie types
of being a mere populariser of other peoples ideas. Even if this were true,
his skill in synthesising prevailing wisdom and presenting it in such a
digestible way is a talent in itself. In any case, though many of the technical
ideas may not be new, Kelly shows plenty of originality when it comes to
the business of applying the technology successfully for commercial benefit.
Back
to reviews |
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"...an invaluable
compendium of information on the most pressing challenge in
business today"
Sean Kelly
Comhra |
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"At last! Something
on data even an old Luddite like me can understand!"
Drayton Bird |
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"...a really useful resource to understanding all issues relating
to data management"
Prof Derek Holder
Institute of
Direct
Marketing |
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"...a down-to-earth, no-nonsense site designed to cover the
new practices and theory of Information Management"
Simon Lawrence
Information Arts |
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