Table of Content

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Designing a Data Warehouse: Supporting Customer Relationship Management

List of Figures

Preface
     FIRST GENERATION DATA WAREHOUSES
     SECOND-GENERATION DATA WAREHOUSES AND CUSTOMER RELATIONSHIP MANAGEMENT
     WHO SHOULD READ THIS BOOK

Acknowledgments

1. Customer Relationship Management
     THE BUSINESS DIMENSION
     BUSINESS GOALS
     BUSINESS STRATEGY
     THE VALUE PROPOSITION
     CUSTOMER RELATIONSHIP MANAGEMENT
     SUMMARY

2. An Introduction to Data Warehousing
     INTRODUCTION
     WHAT IS A DATA WAREHOUSE?
     DIMENSIONAL ANALYSIS
     BUILDING A DATA WAREHOUSE
     PROBLEMS WHEN USING RELATIONAL DATABASES
     SUMMARY

3. Design Problems We Have to Face Up To
     DIMENSIONAL DATA MODELS
     WHAT WORKS FOR CRM
     SUMMARY

4. The Implications of Time in Data Warehousing
     THE ROLE OF TIME
     PROBLEMS INVOLVING TIME
     CAPTURING CHANGES
     FIRST-GENERATION SOLUTIONS FOR TIME
     VARIATIONS ON A THEME
     CONCLUSION TO THE REVIEW OF FIRST-GENERATION METHODS

5. The Conceptual Model
     REQUIREMENTS OF THE CONCEPTUAL MODEL
     THE IDENTIFICATION OF CHANGES TO DATA
     DOT MODELING
     DOT MODELING WORKSHOPS
     SUMMARY

6. The Logical Model
     LOGICAL MODELING
     THE IMPLEMENTATION OF RETROSPECTION
     THE USE OF THE TIME DIMENSION
     LOGICAL SCHEMA
     PERFORMANCE CONSIDERATIONS
     CHOOSING A SOLUTION
     FREQUENCY OF CHANGED DATA CAPTURE
     CONSTRAINTS
     EVALUATION AND SUMMARY OF THE LOGICAL MODEL

7. The Physical Implementation
     THE DATA WAREHOUSE ARCHITECTURE
     CRM APPLICATIONS
     BACKUP OF THE DATA
     ARCHIVAL
     EXTRACTION AND LOAD
     SUMMARY

8. Business Justification
     THE INCREMENTAL APPROACH
     THE SUBMISSION
     SUMMARY

9. Managing the Project
     INTRODUCTION
     WHAT ARE THE DELIVERABLES?
     WHAT ASSUMPTIONS AND RISKS SHOULD I INCLUDE?
     WHAT SORT OF TEAM DO I NEED?
     Summary

10. Software Products
     EXTRACTION, TRANSFORMATION, AND LOADING
     OLAP
     QUERY TOOLS
     DATA MINING
     CAMPAIGN MANAGEMENT
     PERSONALIZATION
     METADATA TOOLS
     SORTS

11. The Future
     TEMPORAL DATABASES (TEMPORAL EXTENSIONS)
     OLAP EXTENSIONS TO SQL
     ACTIVE DECISION SUPPORT
     EXTERNAL DATA
     UNSTRUCTURED DATA
     SEARCH AGENTS
     DSS AWARE APPLICATIONS

A. Wine Club Temporal Classifications

B. Dot Model for the Wine Club
     APPENDIX B DOT MODEL FOR THE WINE CLUB

C. Logical Model for the Wine Club

D. Customer Attributes
     HOUSEHOLD AND PERSONAL ATTRIBUTES
     BEHAVIORAL ATTRIBUTES
     FINANCIAL ATTRIBUTES
     EMPLOYMENT ATTRIBUTES
     INTERESTS AND HOBBY ATTRIBUTES

References

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