Book Image

The Data Warehouse Toolkit - Third Edition

By : Ralph Kimball, Margy Ross
5 (1)
Book Image

The Data Warehouse Toolkit - Third Edition

5 (1)
By: Ralph Kimball, Margy Ross

Overview of this book

The volume of data continues to grow as warehouses are populated with increasingly atomic data and updated with greater frequency. Dimensional modeling has become the most widely accepted approach for presenting information in data warehouse and business intelligence (DW/BI) systems. The goal of this book is to provide a one-stop shop for dimensional modeling techniques. The book is authored by Ralph Kimball and Margy Ross, known worldwide as educators, consultants, and influential thought leaders in data warehousing and business intelligence. The book begins with a primer on data warehousing, business intelligence, and dimensional modeling, and you’ll explore more than 75-dimensional modeling techniques and patterns. Then you’ll understand dimension tables in-depth to get a good grip on retailing and moved towards the topics of inventory. Moving ahead, you’ll learn how to use this book for procurement, order management, accounting, customer relationship management, and many more business sectors. By the end of this book, you’ll be able to gather all the essential knowledge, practices, and patterns for designing dimensional models.
Table of Contents (31 chapters)
Free Chapter
1
Cover
2
Title Page
3
Copyright
4
About the Authors
5
Credits
6
Acknowledgements
29
Index
30
Advertisement
31
End User License Agreement

8
Customer Relationship Management

Long before the customer relationship management (CRM) buzzword existed, organizations were designing and developing customer-centric dimensional models to better understand their customers’ behavior. For decades, these models were used to respond to management’s inquiries about which customers were solicited, who responded, and what was the magnitude of their response. The business value of understanding the full spectrum of customers’ interactions and transactions has propelled CRM to the top of the charts. CRM not only includes familiar residential and commercial customers, but also citizens, patients, students, and many other categories of people and organizations whose behavior and preferences are important. CRM is a mission-critical business strategy that many view as essential to an organization’s survival.

In this chapter we start with a CRM overview, including its operational and analytic roles. We then introduce...