Data Warehouse and Crm

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More than Data Warehouse- An insight to Customer Information
Ritu Aggrawal – agg_ritu@rediffmail.com Deepshikha Kalra -deepshikha_ishan@yahoo.co.in working with MERI affiliated to GGSIPU, Delhi

ABSTRACT
The business requirements of an enterprise are constantly changing and the changes are coming at an exponential rate. Like advances in Information Technology have helped companies to quickly match competition. As a result, product quality and cost are no longer significant competitive advantages. Therefore today , firms are adopting a more customer centric approach to leverage on their real competitive advantages i.e. their customers. The punch line for today is “know your customer” but the irony is that companies have lot of data but its difficult to extract information from it. Or in other words one can say data, data everywhere, but never the time to think. Advances in data storage and processing technologies have made it possible today to store very large amount of data in what are called Data Warehouse and then uses Data Mining tools to extract relevant information , which will help us in knowing how the customer will behave in order to facilitate strategic decision making. This paper is divided in various sections. The first section throws the light on customer, data , information and correlation among the three entities. Further the need of data for better implementation of Customer Relationship Management following with the introduction of the Data Warehouse. The next section discusses the architecture of Data Warehouse giving way to analytical processing . In this paper , we wish to bring out the importance of Data Mining in the process of CRM. The last section discusses CRM, the main ideas behind it and how Data Mining fits in the process of CRM. Subsequently with the various Data Mining tools like Market Basket Analysis (MBA) and cluster Analysis etc .relevant to CRM and various live cases of different firms related to effective CRM



References: [8] Michael J A Berry , Gordon S Linoff – Mastering Data Mining – The Art and Science of customer relationship management , Wiley , 2001 [9] Paul Greenberg – CRM – At the speed of light; ThirdEdition; Tata McGrawHill, _2004 [10] Paulraj Ponniah, Data Warehousing Fundamentals, A Comprehensive Guide For IT Professionals, Wiley Publications, 2005 .[11] Punj, Girish and David w [12] Roger J. Baran, Robert J.Galka & Daniel P. Strunk, Customer Relationship Management, Cengage Learning, 2007. [13] S. Nagabhushana – Data Warehousing (OLAP & Data Mining); First Edition; New Age Publicationl, 2006 [14] www.expressonline.comindianankingsector

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