Designing A Data Warehouse: Supporting Customer Relationship Management

Designing a Data Warehouse: Supporting Customer Relationship Management

List of Figures

Preface

     FIRST GENERATION DATA WAREHOUSES

     SECOND-GENERATION DATA WAREHOUSES AND CUSTOMER RELATIONSHIP MANAGEMENT

     WHO SHOULD READ THIS BOOK

Acknowledgments

1. Customer Relationship Management

     THE BUSINESS DIMENSION

     BUSINESS GOALS

     BUSINESS STRATEGY

     THE VALUE PROPOSITION

     CUSTOMER RELATIONSHIP MANAGEMENT

     SUMMARY

2. An Introduction to Data Warehousing

     INTRODUCTION

     WHAT IS A DATA WAREHOUSE?

     DIMENSIONAL ANALYSIS

     BUILDING A DATA WAREHOUSE

     PROBLEMS WHEN USING RELATIONAL DATABASES

     SUMMARY

3. Design Problems We Have to Face Up To

     DIMENSIONAL DATA MODELS

     WHAT WORKS FOR CRM

     SUMMARY

4. The Implications of Time in Data Warehousing

     THE ROLE OF TIME

     PROBLEMS INVOLVING TIME

     CAPTURING CHANGES

     FIRST-GENERATION SOLUTIONS FOR TIME

     VARIATIONS ON A THEME

     CONCLUSION TO THE REVIEW OF FIRST-GENERATION METHODS

5. The Conceptual Model

     REQUIREMENTS OF THE CONCEPTUAL MODEL

     THE IDENTIFICATION OF CHANGES TO DATA

     DOT MODELING

     DOT MODELING WORKSHOPS

     SUMMARY

6. The Logical Model

     LOGICAL MODELING

     THE IMPLEMENTATION OF RETROSPECTION

     THE USE OF THE TIME DIMENSION

     LOGICAL SCHEMA

     PERFORMANCE CONSIDERATIONS

     CHOOSING A SOLUTION

     FREQUENCY OF CHANGED DATA CAPTURE

     CONSTRAINTS

     EVALUATION AND SUMMARY OF THE LOGICAL MODEL

7. The Physical Implementation

     THE DATA WAREHOUSE ARCHITECTURE

     CRM APPLICATIONS

     BACKUP OF THE DATA

     ARCHIVAL

     EXTRACTION AND LOAD

     SUMMARY

8. Business Justification

     THE INCREMENTAL APPROACH

     THE SUBMISSION

     SUMMARY

9. Managing the Project

     INTRODUCTION

     WHAT ARE THE DELIVERABLES?

     WHAT ASSUMPTIONS AND RISKS SHOULD I INCLUDE?

     WHAT SORT OF TEAM DO I NEED?

     Summary

10. Software Products

     EXTRACTION, TRANSFORMATION, AND LOADING

     OLAP

     QUERY TOOLS

     DATA MINING

     CAMPAIGN MANAGEMENT

     PERSONALIZATION

     METADATA TOOLS

     SORTS

11. The Future

     TEMPORAL DATABASES (TEMPORAL EXTENSIONS)

     OLAP EXTENSIONS TO SQL

     ACTIVE DECISION SUPPORT

     EXTERNAL DATA

     UNSTRUCTURED DATA

     SEARCH AGENTS

     DSS AWARE APPLICATIONS

A. Wine Club Temporal Classifications

B. Dot Model for the Wine Club

     APPENDIX B DOT MODEL FOR THE WINE CLUB

C. Logical Model for the Wine Club

D. Customer Attributes

     HOUSEHOLD AND PERSONAL ATTRIBUTES

     BEHAVIORAL ATTRIBUTES

     FINANCIAL ATTRIBUTES

     EMPLOYMENT ATTRIBUTES

     INTERESTS AND HOBBY ATTRIBUTES

References