Test

Annotated Bibliography for Data Warehousing Presentation

1. Aircraft Economics, March 1, 2003, Pg. 9, Managing Relationships, by Geoff Hearn – Hearn describes how data warehousing is central to customer relations management, and describes the evolution of their development through the 1970s and 1980s. System development historically has focused on day-to day operational needs of departments within an organization. These systems were designed with the performance needs of a single department in mind; these systems lacked flexibility and analytical power. The legacy systems designed in the 1970s and 80s provide up to 70% of the business data for large corporations.

Airlines have found mixed success with CRM. Many airlines began working on CRM without defining their goals, letting the software define what CRM would accomplish for them. American Airlines is generally regarded as having one of the most successful CRM programs; its success is attributed to its ability to good “personalization” analyzing individual records to determine what customers want, and their ability to get this information anywhere the interaction with the customer is taking place (call centers, airports, etc.)

2. Target Marketing, Vol. 26, No. 11, Pg. 51, November 2003, A Failing Grade, by Arthur Middleton Hughes - Hughes writes that the problem with many CRM systems is their lack of planning. Most companies are spending far too much money on large data warehouses and million-dollar software. Instead, companies should focus on strategies that can be executed with a smaller cash outlay and more modest data marts.

3. Customer Interface, Vol. 15, No. 5; Pg. 30, May 2002, Order out of chaos: powerful data warehousing techniques transform mountains of data into valuable reports, unlocking important business trends, by Jennifer Anne Perez – when developed properly, data warehouses can generate useful reports of customer trends over time which can be used to...