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Data warehouse design to support customer relationship management analyses
Conference proceeding   Peer reviewed

Data warehouse design to support customer relationship management analyses

Colleen Cunningham, Il-Yeol Song and Peter Chen
Proceedings of the 7th ACM international workshop on data warehousing and olap, pp 14-22
12 Nov 2004
DOI: https://doi.org/10.1145/1031763.1031767

Abstract

data warehouse customer relationship management
CRM is a strategy that integrates the concepts of Knowledge Management, Data Mining, and Data Warehousing in order to support the organization's decision-making process to retain long-term and profitable relationships with its customers. In this paper, we first present the design implications that CRM poses to data warehousing, and then propose a robust multidimensional starter model that supports CRM analyses. We then present sample CRM queries, test our starter model using those queries and define two measures (% success ratio and CRM suitability ratio) by which CRM models can be evaluated. We finally introduce a preliminary heuristic for designing data warehouses to support CRM analyses. Our study shows that our starter model can be used to analyze various profitability analyses such as customer profitability analysis, market profitability analysis, product profitability analysis, and channel profitability analysis.

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15 citations in Scopus

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