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.
|Edition description:||Expanded & Updated|
|Product dimensions:||5.94(w) x 9.11(h) x 0.54(d)|
Table of Contents
Information Enterprises: The Early Innovators.
The Case for Utilising Corporate Data: The Basis for Strategy.
The History of Decision Support Systems: A Record of Failure.
Defining the Business Requirements: Building an 'Enterprise Model'.
Mass Customisation of Products and ServicesThe Future Trend.
Aligning the Data Warehouse with Organisational CultureA Key Concern.
Managing a Pan-Corporate ProjectA Planning and Sponsorship Model.
Justifying a Corporate Data WarehouseThe Business Case.
Building the Corporate Data WarehouseAn Architectural Model.
Choosing the Right PlatformThe Technology Options.
The FutureThreats and Opportunities.