It needs to include step-by-step to achieve the goal.

Research method: determine a way of doing a systematic investigation to establish facts. Inmon)ĭata warehouse is 'A c opy of transaction data, specifically structured for query and analysis' (Ralph Kimball)ĭata warehouse data is a series of snapshots, each snapshot taken at one moment in time.ĭata warehouse (DW) data always contains a time element-with entries for different values of time.

Do customers tend to purchase a particular class of product?ĭata warehouse is 'A subject-oriented, integrated, time-variant and non-volatile collection of data in support of management's decision making processing' (W.H.

Are some products more popular in different parts of the country?.

Which customers place the same orders on a regular basis?.

Which product lines are increasing in popularity and which are decreasing?.

Strategic information is concerned with sales of products over time. What is the position of a particular order?.Operational information: questions about situations right now Ask questions of the data to derive valuable information.Identify the data that needs to be gathered from the operational business systems,.Use decision support tools (OLAP and reporting)ĭata warehouses enable organizations capture, organize and analyze the information in order to make decisions about the future based on the past.Build a data warehousing for customer intelligence.Which are our lowest/highest margin customers?Ĭustomer intelligence or 'Analytical CRM' is the process of gathering, analyzing and exploiting information of a company's customer base.What is the most effective distribution channel?.What product promotions have the biggest impact on revenue?.What impact will new products/services have on revenue and margins?.Which customers are most likely to go to the competition?.Who are my customers and what products are they buying?.Įssential questions for business that can be solved by computers (decision support systems). Ultimately, these lead to customer loyalty.

This is the benefit of low-level granularity.Ĭustomer relationship management (CRM) promises You can always aggregate detailed data by summarizing, but cannot disaggregate data that is stored only as summaries.

details of every phone call made by a customer for a month vs the summarized phone calls made by a customer for a month. Granularity: is the level of detail or summarization of the units in the DW. low-level of detail (the summary of phone calls made by a customer for a month) High-level of detail (the details of every phone call made by a customer for a month) vs. The lower the level of granularity, the more versatile the query that can be issued. A 24 hour 'wrinkle of time' is recommended for the update time. The update time: the length of time it takes for a change in the operational data to reflect in the data warehouse.