July 2002
Intermediate to advanced
264 pages
8h 28m
English
Content preview from Customer Relationship Management Systems Handbook
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The Technology of CRM 77
Three main types of ODW have evolved as data warehouses have become
more advanced, and as organizations have realized the benefits of real-time
data storage, extraction, and manipulation:
1. Customer-based — contains product profiling and customer profiling,
allowing cross-selling of related products in real time by querying the data
warehouse product subject areas for related sales opportunities. E-business
also uses statistically determined customer profiles to personalize the
online customer experience.
2. Supply chain/manufacturing — aggregated customer information serves
as a middleman between sellers and buyers.
3. Financial/asset management — managing financial assets for a financial
institution, including fraud detection. ...
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