Data Warehousing: The Route to Mass Communication by Sean Kelly

By Sean Kelly

Although businesses have accumulated an incredible volume of knowledge, they have not regularly been in a position to use it since it is unstructured, unintegrated, or polluted. This booklet indicates how one can rework this gigantic pool of information into details of strategic value. taking over the place database advertising leaves off, it bargains useful rules for companies to gain outstanding reaction charges from mailings, centred advertising and marketing campaigns, and extra.

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Extra resources for Data Warehousing: The Route to Mass Communication

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The response will not be a response to the challenge in technology alone but will require responses developed on a combination of technological, architectural, methodological, and visionary planes. In the past, users have been given data access tools that did not work, were told to wait for new systems which did not deliver, were lectured about failing to specify their reporting requirements and were told to wait on new technologies. The term 'decision support systems' has been used to describe the next wave of software systems which are designed to assist knowledgeworkers to make better Page 8 decisions and has been applied loosely to an amorphous range of systems.

The extract programs required each time are generally unique and very often have very few re-usable components. The interaction between the sea of information and the decision maker is generally a constant voyage of discovery for the latter. For the IT department it is an intolerable strain. This strain is the result not only of the effort required to specify, write and test the query program but also of finding suitable time to run the program against a production system without impairing online response times.

The second theme was that the largest number of respondents cited sales and marketing applications as the reason integrated data sets were so urgently required by the enterprise. Page 15 The Retailing Industry Consumer club cards are increasingly being offered to customers by major chains of retailers. The principle is simple. The customer receives a card which he/she presents each time a purchase is made. This identifies the customer and is the key link between a raw mass of data and the means to derive commercially useful patterns.

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