Chapter 7. Building the CRM Data Warehouse and Info-Structure


The greatest value from data warehousing occurs when the data warehouse is used in the redesign of business processes and in the support for strategic business objectives. This is the most difficult value to achieve, however, because of the required amount of top management support, commitment, and involvement, and the amount of organizational change involved.

As a result, many organizations are not realizing this kind of value.

 --Hugh Watson and Barbara J. Haley, “Managerial Considerations with Data Warehousing,” Communications of the ACM 41, (1998) and “Implementing Successful Data Warehouses,” Journal of Data Warehousing, 1998).

Defining Your Timeframes and Objectives


Organizations ...

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