Building Customer Data Warehouses for A Marketing and Service Environment: A Case Study

Abstract

The customer database, which once consisted of mere flat files of information used mainly to process new orders, has now become the source of all interactions with customers and usually involves building a data warehouse. the potential return on investment is promising, but an organization must have the knowledge and ability to build the data warehouse. This article provides a case study of a home service company's customer data warehouse project, as well as an approach to ensure the success of a data warehouse project, including the importance of having a clear mission, implementing effective business analysis, and gaining upper management support.