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DOLAP
2004
ACM

Data warehouse design to support customer relationship management analyses

12 years 1 months ago
Data warehouse design to support customer relationship management analyses
CRM is a strategy that integrates the concepts of Knowledge Management, Data Mining, and Data Warehousing in order to support the organization’s decision-making process to retain longterm and profitable relationships with its customers. In this paper, we first present the design implications that CRM poses to data warehousing, and then propose a robust multidimensional starter model that supports CRM analyses. We then present sample CRM queries, test our starter model using those queries and define two measures (% success ratio and CRM suitability ratio) by which CRM models can be evaluated. We finally introduce a preliminary heuristic for designing data warehouses to support CRM analyses. Our study shows that our starter model can be used to analyze various profitability analyses such as customer profitability analysis, market profitability analysis, product profitability analysis, and channel profitability analysis. Categories and Subject Descriptors H.2.1 [Database Management]: L...
Colleen Cunningham, Il-Yeol Song, Peter P. Chen
Added 30 Jun 2010
Updated 30 Jun 2010
Type Conference
Year 2004
Where DOLAP
Authors Colleen Cunningham, Il-Yeol Song, Peter P. Chen
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