- West Elm is a retailer specializing in sunglasses, jewelry, and perfumes with online and offline stores. It uses various systems like IQMS, NET Suite, and Jade to manage inventory, products, finances, and store operations. - The presentation covers requirements for a new data warehouse system to analyze key business metrics like product sales, subscription sales, supplier performance, and campaign results. It must support querying, reporting, and OLAP. - The system needs to integrate data from the various backend systems, store up to 10 years of data, and enable analyzing metrics by attributes like location, customer demographics, and product hierarchy over time. It must be highly available, secure, and support a large

1. Presentation Topic
Case Study
Business Requirements

2. Group Members
ZEESHAN AHMED 11051556003
RASHID NAWAZ 11051556-004
ARSLAN MUGHAL 11051556-024
MUHAMMAD ALI ZAHIDI 11051556-045

3. Case Study
 West Elm is a retailer specializing in sun glasses, jewelry, and
perfumes.
 It has an online stores and five offline stores
 Customers can buy individual products such as a sun glasses, a
perfumes, or jewelry, or they can subscribe to a certain package.
 West Elm has two main communication channels: mail, Telephone
 West Elm has only one delivery channels: Post
 There are several payment models for customer subscriptions, such
as annual, in advance, and monthly direct debit.

4. Case Study
 The company purchases the products in bulk, such as any 3,000
jewelry sets from a jewelry company, of any title, for a certain cost.
 The company uses a IQMS custom-developed .NET-based system
running on an Oracle database.
 The back-end enterprise resource planning (ERP) system is NET Suite,
an off-the-shelf business system running on DB2. This is where the
inventory, products, and finances are managed. The NET suite
database size is about 1 TB with about 500 tables and views.

5. Case Study
 Business activities in the offline stores are managed in Jade, which is
a custom Java-based system running on Informix. This includes sales,
customer service, and subscriptions.
 IQMS and Jade interface with NET suite products and finances on a
daily basis, but sales and customer data (including subscriptions) are
kept on IQMS and Jade.
 The NET Suite overnight batch starts at 11 p.m. Eastern standard time
(EST) for three to four hours. The Jade tape backup starts at 3 a.m.
EST for two to three hours.

6. Case Study
 The company uses the SupplyNet system for interfacing with
suppliers. It is a web services–based industry-standard supplier
network in the online industry.

7. Requirements Types:
Functional Requirements:
Functional requirements defines what the system does. The
contain the features that the data warehouse system should
have.
NoNFunctional Requirements
Non functional requirements Defines how the system works.

8. Functional Requirements
 The business users need to be able to analyze “product sales" over time by
geographic area, by customer demographic, by stores and sales territory,
and by product hierarchy. The users also need to know the revenues, the
costs, and the margin in U.S. dollars. Local currencies will be converted to
U.S. dollars.
 The business users need to be able to analyze "subscription sales" over time
by geographic area, by customer demographic, by stores and sales
territory, and by product hierarchy. In addition, the users also need to
analyze subscription sales by subscription duration and lead source (in other
words, where the customers are coming from).

9. Functional Requirements…
 The business users will be able to analyze "subscriber profitability," which is
defined as the projected annual revenue of the subscribing customer minus
the annualized costs (including proportional indirect costs), expressed as a
percentage of the projected annual revenue. This is analyzed over time, by
geographic area, by customer demographic attributes, by stores and sales
territory, and by product package.
 The business users need to be able to allocate subscribers to specific
“classes" based on the customer's projected annual revenue and allocate
them to certain “bands" based on the profitability. The classes and bands
are used in the loyalty programs. These two attributes are updated daily.
 The data warehouse will store the data up to five years online and five
years offline. The offline data should be able to be accessed online with
two days of notice.

10. Functional Requirements…
 The business users will be able to analyze "supplier performance," which is
the weighted average of the totals spent, costs, value of returns, value of
rejects, title and format availability, stock outages, lead time.
 The system will enable CRM users to select customers based on
communication permissions (subscribed/unsubscribed, telephone, Mail,
and so on), geographic attributes (address. city, and so on), demographic
attributes (age, gender, occupation, income, hobby, and so on), interests
(perfumes types, sun glasses types and jewelry and so on), purchase history
(order values, order dates, number of items, store locations, and so on),
subscription details (details of packages, subscription dates, durations, store
locations, and so on), and the attributes of the products purchased (for
example, perfume, jewelry. Sun glasses, and so on) for the purpose of
sending CRM campaigns.

11. Functional Requirements…
 The system will enable CRM users to analyze campaign results by viewing
the following measures for each campaign sent to customers sent by
communication channels (mobile phone text message, e-mail), the number
of messages delivered successfully, and the number of messages failed to
be delivered (including the reason).
 For CRM analysis purposes. the data warehouse will store the customers‘
occupations, incomes, addresses, e-mail addresses, and telephone
numbers, especially the subscribers (as opposed to the purchasers).
 The system will enable the store managers to view the data of just their own
stores. This is because each store manager is responsible for different stores.
This is applicable for both offline and online store managers

12. Functional Requirements…
 The data warehouse will store the previous region and division of each
store. There is a plan to reorganize the store hierarchy; that is. currently there
are only five regions in the United States, but in a few months’ time there will
be eight regions. Online stores are currently in a separate division, but in the
future they will be in the same division as their offline colleagues.
Reorganization like this rarely happens. This is the first time it has happened
in the six- year history of West ELM.

13. Functional Requirements…
 At the store level. the ability to view the daily data in the past few
weeks is important. The system should enable the store managers to
see the ups and downs of sales, costs, and profitability, and they
need to be able to drill down to any particular day to understand
the causes of low sales or low profitability, that is, which products,
titles, media, or customers caused the issue.
 The data warehouse system will enable the global managers to
understand the global trends and break them down by country.
They do not need store- level data or daily data. If a certain store or
country is having a problem with a particular media, title, or product
(for example when they are experiencing negative trends). then the
managers needs to be able to communicate this to all stores as
early as possible.

14. Functional Requirements…
 The report and OLAP will have an easy-to-use user interface. As long
as the user interface enables the company to perform the analysis
in this table and it is easy to use. the users do not really care about
the details of the user interface. The numbers are much more
important to the users than the layout. The data ware- house users
understand that their job is to deliver business performance.

15. Nonfunctional Requirements
 All data warehouse users must be able to access the data warehouse front-end
applications (reports and OLAP) without logging in again. They just
need to log in once to Windows on their PC or laptop.
 The data warehouse front-end applications must not be accessible from
outside the company network.
 All front-end applications are ideally web-based. accessible from anywhere
within the company network.
 All users access the front-end applications from a central portal. The user
interface layout and design need to follow company standards and
guidelines.
 The system will be able to display the figures and charts and will be able to
print. The users collectively agree that they will need charts and graphs, but
if this feature is not available, they can export to Excel and do the graphs
there.

16. Nonfunctional Requirements..
 Some users are allowed to access data from their own country only, but
some users are allowed to access data from any country.
 Some “power” users are given access to the dimensional store to perform
direct SQL queries.
 Certain sensitive data is viewable by certain people only.
 The maximum response time for any report, query. or OLAP view is 30
seconds.
 The standard minimum specification for the client is Internet Explorer 6 on
Windows XP running on a PC or laptop with Intel Pentium D 820 (or mo
bile/AMD equivalent) with 512MB memory and SVGA resolution (l024X768
pixel).
 The data warehouse must be available for 24 hours a day, 7 days a week.
The downtime is expected to be no more than one hour a month.

17. Nonfunctional Requirements..
 It is preferred that no application or database changes are made in the
IQMS, NET suite, and Jade systems or schema changes.
 The data warehouse system must notify the appropriate data owner within
24 hours when data quality issue arises.
 The company preference is to use Microsoft SQL Server to build the data
warehouse from end to end, including the ETL tool, reporting, and OLAP.
Specific front-end BI applications may be used if required. The data
warehouse should be upgradable to SQL Server future versions.
 The data warehouse must be backed up to offline media daily, and the
backup must be tested every six months by restoring it from the media.
Fairly recent media must be stored off-site.

18. Nonfunctional Requirements..
 The downloads from NET suite can occur only from 4 a.m. to 5 a.m. U.S.
Eastern standard time.
 The data warehouse needs to be flexible so we can enhance it easily and
adapt to changes that happen in the transaction systems. In particular, it
needs to include enhancements such as bringing new pieces of data into
the warehouse. adding new reports/cubes/ data quality rules, or modifying
existing ones.
 “Who accessed what and when" must be auditable.
 All servers must be rack mountable, preferably from the West Elm favored
hardware supplier.

19. Nonfunctional Requirements..
 If the ETL failed because of power failure in the data center, the data in the
data warehouse should not be corrupted or compromised; it must be
recoverable, and there should not be any data loss.
 The number of users is estimated to be between 300 and 500. About 20
percent of these users are estimated to be heavy and frequent users; the
rest are occasional.
 To protect investments, we need to use the same storage area network
(SAN) as the file and e-mail servers rather than creating a new, separate
SAN.