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Practical Business Intelligence: with SQL Server 2005 by Roger Toren, John C. Hancock

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Business Problem

Our customer for this chapter is a bricks-and-mortar retailer who has recently acquired an online competitor. The companies have many customers in common, and both companies sell similar products. The bricks-and-mortar stores have a loyalty program that they use to profile their customers’ buying habits, and the online company tracks their active members using customer account numbers.

Problem Statement

The company wants to have a unified view of sales from both sources. They are also experiencing problems with analytic reports being inaccurate and incomplete. Sales results are always lower than expected. The problems have been traced to poor quality source data.

It isn’t possible to get a combined view of a customer’s ...

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