SUMMARY

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SUMMARY

There is no doubt that, in most organizations with large numbers of customers, the development of a data warehouse in support of a CRM strategy can almost always provide positive and profitable benefits. However, we cannot expect to be allowed to take a cavalier approach to the justification of such a development. Data warehousing represents a major investment and, as such, we must be able to show how and when it will become a sound investment rather than end up, as so many have, as an expensive mistake.

The main thing to remember is that the development of the warehouse should be focused on assisting customers in the achievement of their business goals. Each business goal usually has an associated value. If the data warehouse is genuinely helping to achieve the goal, then it too can be assigned a value that helps toward its justification.

Also, aim for the incremental approach. This way, the customer can dip their toe in the water without the danger of drowning. The incremental approach is also a good way of ensuring that the data warehouse development path is flexible and we can deviate from it as the changing business direction will inevitably dictate .

only for RuBoard - do not distribute or recompile