Big Data, Data Warehouses, and Business Intelligence Systems - Database Processing: Fundamentals, Design, and Implementation - page 541

Figure 12-6
AmeriLINK Sells Data on
230+ Million Americans

• Name, Address, Phone
• Age, Gender
• Ethnicity, Religion
• Income
• Education
• Marital Status, Life Stage
• Height, Weight, Hair and Eye Color
• Spouse's Name, Birth Date, etc.
• Kids' Names and Birth Dates
• Voter Registration
• Home Ownership
• Vehicles
• Magazine Subscriptions
• Catalog Orders
• Hobbies
• Attitudes

business function from the data warehouse. Such users do not have the data management
expertise that data warehouse employees have, but they are knowledgeable analysts for a given
business function. Figure 12-7 illustrates these relationships.
The data warehouse takes data from the data producers and distributes the data to three
data marts. One data mart analyzes click-stream data for the purpose of designing Web pages.
The second analyzes store sales data and determines which products tend to be purchased
together. This information is used to train salespeople on the best way to up-sell customers.
The third data mart analyzes customer order data for the purpose of reducing labor for item
picking from the warehouse. A company such as Amazon.com, for example, goes to great
lengths to organize its warehouses to reduce picking expenses.
When the data mart structure shown in Figure 12-7 is combined with the data ware-
house architecture shown in Figure 12-4, the combined system is known as an enterprise
data warehouse (EDW) architecture . In this configuration, the data warehouse maintains
all enterprise BI data and acts as the authoritative source for data extracts provided to the

Figure 12-7
Data Warehouses and Data
Marts

BI Tools
for Web click-stream
analysis

Web
Log
Data

Web page
design features

Data
Warehouse
Metadata

Data
Warehouse
Database

Web Sales Data Mart

Market basket
analysis for sales
training

BI Tools
for store
management

Store
Sales
Data

Data
Warehouse
DBMS

Data
Producers

Store Sales Data Mart

BI Tools
for inventory
management

Inventory layout
for optimal item
picking

Inventory
History
Data

Inventory Data Mart