The Research Of The Data Warehouse Technology In The Iron And Steel Enterprise Marketing Value Analysis System

Data Warehouse technology, a new technology developed in recent years, is rapidlyexpanding particularly in the manufacture. With the development of information technologies,abundant data accumulate in industrial enterprises. These data contains important businessinformation for future development of enterprises. However, how to mine useful informationhas become more and more important for staff and decision-makers. Considering thissituation, BaoSteel constructs enterprise data warehouse, and use it to extract, convert andload effective data from the source, and then form a unified data format. BaoSteel also appliesdata report and OLAP analytical tools to provide necessary information for decision-makers,and to meet distinct needs of users from all levels of enterprise. It effectively supports theoperating decisions and the current management.This paper firstly introduces the data warehouse’s correlative theories, including the datawarehouse phylogeny, the data warehouse’s ETL technology, OLAP analysis and data miningand so on. Then we discuss the design principles of the iron and steel enterprise datawarehouse, including the methodology of improved data warehouse, metadata andimplementations. According to these principles, we construct the data warehouse for Baosteelenterprise. It is shown that the design and method is efficient and effective.We also study marketing value system solutions based on data warehouse technology,including route planning, marketing theme of data organization and levels of applicationfunctionality. We establish a marketing value system according to these solutions，this systemhas used the dynamic reports, Ad-hoc querys, OLAP analysis, special topic reports, data push,automatic extraction data and so on to stats and analyses product’s sales data, this system iseffective for the enterprise product structure optimization, capacity balance, product pricing,channel optimization, user services and so on. It dramatically improves the efficiency of the business staff, while also providing strong information support for business leaders anddecision makers. Moreover, it optimizes enterprise business processes of marketing, andbrings considerable economic benefits.Besides, this paper discusses the detailed design of marketing value system, functionalityand application effect and introduces with emphasis ETL achieve method, the subject logicaldesign, the dynamic analysis and the OLAP analysis. We can gather effective marketingbusiness data based on the understanding of marketing needs, and organize data according tothe marketing theme. Assisted by in-depth mining and multidimensional analysis ofmarketing data, the marketing value system can help users to achieve meticulous managementof the marketing business, and provide a useful basis for abnormal detections, businessimprovements and decision-makings.In this paper, a solution is realized based on SAS standard language and SAS system.The marketing value analytical system solutions which are applicable for Iron and steelindustry are studied from the technical and the business aspect. The main result of this paperis the application of Ad-hoc querys, OLAP analysis and data push technology and thebusiness of product, inventory, user, and focus index. The solutions would meet distinct needsof users from all levels of enterprise and effectively supports the decision making of leaders.The results of this paper would be useful for companies in other industries who are seekingMarketing Value Analysis.