Customer Relationship Management Systems Handbook

The Technology of CRM

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Syndicated sales data was also available from a vendor by month within a

calendar quarter, but the vendor had defined the months as four weeks, four

weeks, and five weeks, respectively, in reverse order. If the consumer goods

manufacturer had kept sales data by week, the firm could have aggregated

to match any syndicated data.

A data warehousing system should not be structured to answer only

preconceived questions. Users need complete freedom to conduct analytical

expeditions, to achieve the full benefits of the system, which will be provided

by a well-planned and implemented data warehouse that will impact signifi-

cantly on the ultimate success of a CRM strategy.

Finally, an enterprisewide data warehouse, as the name implies, ...