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Designing a Data Warehouse: Supporting Customer Relationship Management by Chris Todman

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THE BUSINESS DIMENSION

First and foremost, this book is about data warehousing. Throughout the book, we will be exploring ways of designing data warehouses with a particular emphasis on the support of a customer relationship management (CRM) strategy. This chapter provides a general introduction to CRM and its major components. Before that, however, we'll take a short detour and review what has happened in the field of data warehousing, from a business perspective.

Although data warehousing has received a somewhat mixed reception, it really has captured the imagination of business people. In fact, it has become so popular in industry that it is cited as being the highest-priority postmillennium project of more than half of Information Technology ...

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