Using data warehousing to deliver integrated management information

Customer data plays a vital role in organisations,
particularly in
sales and marketing. Integrating internal customer
data across
functions and departments is vital but equally
important is
integrating external sources of customer data.
Without complete
data the picture painted by eventual management
information is
incomplete. This book shows that data warehousing
techniques can
be used to integrate both internal and external
customer data to
deliver the management information necessary to
support sales and
marketing processes. In addition, two case studies of
manufacturing
organizations illustrate the practical application:
both organizations
partner with third party distributors who capture
customer-related
data on behalf of the organisation that needs to be
integrated in
order to deliver complete sales and marketing management
information. This book will be useful to those in
both managerial
and technical positions who want to understand how data
warehousing can meet management information needs in
the sales
and marketing function.

Autorentext

Shana Ponelis is a lecturer with the School of InformationStudies at the University of Wisconsin-Milwaukee. Previously she was a consultant with AtosKPMG Consulting and Arthur Andersen specialising in data warehousing and businessintelligence. She has published numerous articles and papers in the field.

Klappentext

Customer data plays a vital role in organisations, particularly in sales and marketing. Integrating internal customer data across functions and departments is vital but equally important is integrating external sources of customer data. Without complete data the picture painted by eventual management information is incomplete. This book shows that data warehousing techniques can be used to integrate both internal and external customer data to deliver the management information necessary to support sales and marketing processes. In addition, two case studies of manufacturing organizations illustrate the practical application: both organizations partner with third party distributors who capture customer-related data on behalf of the organisation that needs to be integrated in order to deliver complete sales and marketing management information. This book will be useful to those in both managerial and technical positions who want to understand how data warehousing can meet management information needs in the sales and marketing function.