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Though companies have amassed an enormous amount of data, they haven't always been able to use it because it is unstructured, unintegrated, or polluted. This book shows how to transform this vast pool of data into information of strategic significance. Taking up where database marketing leaves off, it offers practical ideas for businesses to realize staggering response rates from mailings, focused marketing campaigns, and more.
Information Enterprises: The Early Innovators.
The Case for Utilising Corporate Data: The Basis forStrategy.
The History of Decision Support Systems: A Record of Failure.
Defining the Business Requirements: Building an 'EnterpriseModel'.
Mass Customisation of Products and Services—The FutureTrend.
Aligning the Data Warehouse with Organisational Culture—A KeyConcern.
Managing a Pan-Corporate Project—A Planning and SponsorshipModel.
Justifying a Corporate Data Warehouse—The Business Case.
Building the Corporate Data Warehouse—An ArchitecturalModel.
Choosing the Right Platform—The Technology Options.
The Future—Threats and Opportunities.