Using data warehousing to deliver integrated management information

ISBN-13: 9783838300603 / Angielski / Miękka / 2010 / 144 str.

Shana Ponelis

Opis

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

O autorze

Ponelis, Shana
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.