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

Ponelis, Shana

Softcover

ISBN 10: 3838300602 ISBN 13: 9783838300603

Verlag: LAP LAMBERT Academic Publishing, 2010

Inhaltsangabe

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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Über die Autorin bzw. den Autor

Shana Ponelis is a lecturer with the School of InformationStudies at the University of Wisconsin-Milwaukee. Previously she was a consultant with AtosKPMG Consulting and Arthur Andersen specialising in data warehousing and businessintelligence. She has published numerous articles and papers in the field.

Details zur Ausgabe

• Verlag: LAP LAMBERT Academic Publishing
• Erscheinungsdatum: 2010
• Sprache: Englisch
• ISBN 10: 3838300602
• ISBN 13: 9783838300603
• Einband: Taschenbuch
• Anzahl der Seiten: 144
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar