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

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CAMPAIGN MANAGEMENT

In discussing campaign management products, it is worth reiterating a point that was made in Chapter 1, which is that the most difficult part of campaigning is figuring out who are the customers, or prospects, whom we should be targeting in our campaign. This has absolutely nothing to do with campaign management systems. Most campaign management systems on the market do not provide much support in this area. For this we generally have to look to our query tools and data mining tools. The users have to provide the fulfillment agency with the names and addresses that the campaign applies to. Generally, the individuals are not held inside the campaign management system. Usually, it is the fulfillment agency that sends the treatments ...

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