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Designing a Data Warehouse: Supporting Customer Relationship Management by Chris Todman

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SUMMARY

I have a theory, which is that data warehousing has always been about customer relationships. It's just that previously we didn't entirely make the connection, because, in the early days, CRM had not really been recognized as any kind of discipline at the systems level. The advent of CRM has put the spotlight firmly back on data warehousing.

Data warehouses provide the technology to enable us to perform customer relationship analysis. The management of the relationship is the value that is added by the business. This is the decision-making part. The warehouse is doing what it has always done, providing decision support. That is why this book is about supporting customer relationship management.

In this chapter we have been looking at ...

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