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Introduction

In: Data Engineering

Author

Listed:
  • Terry M. Talley

    (Acxiom Corporation)

  • John R. Talburt

    (University of Arkansas at Little Rock)

  • Yupo Chan

    (University of Arkansas at Little Rock)

Abstract

Many companies and organizations face the common problem illustrated in Figure 1.1. The challenge is to take data from the real world and convert it into a model that can be used for decision making. For example, the model can be used as a tool to drive campaigns. The purpose of these campaigns is to affect the real world in a positive way from the perspective of the organization running the campaign. The general process is to collect data from a number of sources, then integrate that data into a consistent and logically related set of data. The integrated data is stored in a repository. This repository is often called a data warehouse and is often stored in a commercial relational database. Using the data, mathematical techniques, and algorithms, a model of the real world is constructed to support the decision making process. A variety of campaign management tools then use the model to drive campaigns executed in the real world.

Suggested Citation

  • Terry M. Talley & John R. Talburt & Yupo Chan, 2009. "Introduction," International Series in Operations Research & Management Science, in: Yupo Chan & John Talburt & Terry M. Talley (ed.), Data Engineering, chapter 1, pages 1-16, Springer.
    • Handle: RePEc:spr:isochp:978-1-4419-0176-7_1
    DOI: 10.1007/978-1-4419-0176-7_1
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