Using data warehousing to deliver integrated management information: Case studies of customer data integration using sales and marketing data marts - Couverture souple

Ponelis, Shana

 
9783838300603: Using data warehousing to deliver integrated management information: Case studies of customer data integration using sales and marketing data marts
Couverture souple
ISBN 10 : 3838300602 ISBN 13 : 9783838300603
Editeur : LAP LAMBERT Academic Publishing, 2010

Synopsis

Customer data plays a vital role in organisations, particularly in sales and marketing. Integrating internal customer data across functions and departments is vital but equally important is integrating external sources of customer data. Without complete data the picture painted by eventual management information is incomplete. This book shows that data warehousing techniques can be used to integrate both internal and external customer data to deliver the management information necessary to support sales and marketing processes. In addition, two case studies of manufacturing organizations illustrate the practical application: both organizations partner with third party distributors who capture customer-related data on behalf of the organisation that needs to be integrated in order to deliver complete sales and marketing management information. This book will be useful to those in both managerial and technical positions who want to understand how data warehousing can meet management information needs in the sales and marketing function.

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Présentation de l'éditeur

Customer data plays a vital role in organisations, particularly in sales and marketing. Integrating internal customer data across functions and departments is vital but equally important is integrating external sources of customer data. Without complete data the picture painted by eventual management information is incomplete. This book shows that data warehousing techniques can be used to integrate both internal and external customer data to deliver the management information necessary to support sales and marketing processes. In addition, two case studies of manufacturing organizations illustrate the practical application: both organizations partner with third party distributors who capture customer-related data on behalf of the organisation that needs to be integrated in order to deliver complete sales and marketing management information. This book will be useful to those in both managerial and technical positions who want to understand how data warehousing can meet management information needs in the sales and marketing function.

Biographie de l'auteur

Shana Ponelis is a lecturer with the School of Information Studies at the University of Wisconsin-Milwaukee. Previously she was a consultant with Atos KPMG Consulting and Arthur Andersen specialising in data warehousing and business intelligence. She has published numerous articles and papers in the field.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2010
Langue
anglais
ISBN 10 
3838300602
ISBN 13 
9783838300603
Reliure
Broché
Nombre de pages
144
Coordonnées du fabricant
non disponible
Personne responsable
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