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BI 1
1
Data
Data Warehousing
Warehousing for
for
CRM
CRM
Dhruv Nath
Operational CRM
Service
Management
Analytical
CRM
Shared
Data Base
Reading
The Nuts and Bolts of CRM
Ch 8 - 11
Data Warehouse
vs Operational Database (OLTP Database)
In General
OLTP vs Decision Support Systems /
Analytical Systems
Customer
Analytical
CRM
CRM
CRM
System
System
Management
Marketing
Sales
Service
Shared
Data Base
Analytical
CRM
Customer
Marketing
Operational
Operational Analytical
Analytical
CRM
CRM
CRM
CRM
Management
Sales
Service
Real-Time
Updates ?
Shared
Data Base
No.
Snapshots at
pre-defined
frequency
Data
Warehouse
Granularity
Warehouse
with fine grain
size
Historical Data
detailed
Snapshot of
data : Detailed
Tape
Operational
(OLTP)
Database
Could be one or
more levels
Users use the level
of detail they need
Full details
Low volume
Response time :
Fraction of a second
Snapshots
Historical data
No updates
Non-volatile (Why ?)
Summaries
Huge volume
Several seconds ->
minutes / hours
Print
Examples :
Airtel
Hindustan Lever Sales data
Citibank
BHEL Sales data
Indianoil Sales Data
ICICI
Bank
Typical Management
Queries
Bank
Problems with
Multiple Sources of
Data ???
Data
Warehouse
Application
Oriented
Subject
Oriented
Load
ETL
Examples ?
Customer Data split into Data Marts
by Region
by Category of Customer (Corp, Govt, Retail)
By Product..
Data Marts
Data
Warehouse
Application vs
Subject Oriented
BI
BI 1
1
Data
Data Warehousing
Warehousing for
for
CRM
CRM
Dhruv Nath