Designing a Data Warehouse: Supporting Customer Relationship Management

SUMMARY

There is no doubt that, in most organizations with large numbers of customers, the development of a data warehouse in support of a CRM strategy can almost always provide positive and profitable benefits. However, we cannot expect to be allowed to take a cavalier approach to the justification of such a development. Data warehousing represents a major investment and, as such, we must be able to show how and when it will become a sound investment rather than end up, as so many have, as an expensive mistake.

The main thing to remember is that the development of the warehouse should be focused on assisting customers in the achievement of their business goals. Each business goal usually has an associated value. If the data warehouse is genuinely ...