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Customer data plays a vital role in organisations,
particularly in
sales and marketing. Integrating internal customer
data across
functions and departments is vital but equally
important is
integrating external sources of customer data.
Without complete
data the picture painted by eventual management
information is
incomplete. This book shows that data warehousing
techniques can
be used to integrate both internal and external
customer data to
deliver the management information necessary to
support sales and
marketing processes. In addition, two case studies of
manufacturing
organizations illustrate the practical application:
both organizations
partner with third party distributors who capture
customer-related
data on behalf of the organisation that needs to be
integrated in
order to deliver complete sales and marketing management
information. This book will be useful to those in
both managerial
and technical positions who want to understand how data
warehousing can meet management information needs in
the sales
and marketing function.
particularly in
sales and marketing. Integrating internal customer
data across
functions and departments is vital but equally
important is
integrating external sources of customer data.
Without complete
data the picture painted by eventual management
information is
incomplete. This book shows that data warehousing
techniques can
be used to integrate both internal and external
customer data to
deliver the management information necessary to
support sales and
marketing processes. In addition, two case studies of
manufacturing
organizations illustrate the practical application:
both organizations
partner with third party distributors who capture
customer-related
data on behalf of the organisation that needs to be
integrated in
order to deliver complete sales and marketing management
information. This book will be useful to those in
both managerial
and technical positions who want to understand how data
warehousing can meet management information needs in
the sales
and marketing function.