Designing a Data Warehouses Supporting Customer Relationship Management
- Binding: Paperback
- Edition: 1
- Publisher: Prentice Hall
- Publish date: 12/01/2000
Description:
There is no point any longer in just building a huge database and allowing people to query it. It has to be fully integrated into the organization and, most importantly, it must be customer centric in design. It has to support the campaign management system and the customer care system in the organization. Traditional methods for designing data warehouses do not produce a customer centric model. This is in large part why 70% of data warehouse projects are deemed to have failed; they did not deliver sufficient business benefit to justify the investment (according to a research project in the U.S. by Kaisha).
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Data modeling is a key area in the development of a customer centric solution and so is the representation of time. That is: just how is the customer's detailed history properly represented so that we can undertake proper predictive analysis to, for instance, try to determine which customers are likely to churn. Having identified the issues, this book lays out a solution in the form of a complete methodology.
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