Modeling of digital marketing systems construction using olap – technologies

Abstract

The provision of information to the marketing information system is investigated in this paper. The collection of information on the server side and on network nodes is considered. It is stated that the addition of any information collection software to the server is not possible or can slow down the server. It is proposed to place sensors in network nodes on the approach to the server, which unloads the server from unnecessary software. An example of such Web Traffic Warehouse system is considered. Here the work is carried out at the level of protocols and data collection takes place at the level of TCP/IP packets. Three different approaches to the analysis of transactions are analyzed: identification of transactions taking into account the visits duration, identification of transactions by the method of maximum reference depth and division of transactions according to temporal principles. The scheme of the system of operative processing of Internet data on the basis of OLAP-technologies which is based on the principle of collecting operative data from various sources which then are cleared, integrated and put in relational storage is constructed. Also, the definition of OLAP as a set of tools for multidimensional analysis of data stored in the repository is investigated. It provides the company with the most convenient and fast means of accessing, viewing and analyzing business information, and provides the user with natural, intuitive data model, organizing them into multidimensional cubes, the axes of the multidimensional coordinate system are the main attributes of the analyzed business process. The problem of integration of data warehouses (accounting system) with formation systems (data showcases) is analyzed. Based on the analysis, the model of the distribution-order-sale data show window is built, which is based on two types of tables – fact tables and measurement tables is constructed. Thus, the table of sales facts in the developed system contains such fields as Cusomerfact ID, Salesperson, Product ID, Quantity Sold, Discount, Total Amount, etc. Due to the model it is highlighted that while creating show windows there is the organization of three key stages – obtaining data from the source systems, converting them into the desired form and then loading them into the target system.