Article

Data warehouse design to support customer relationship management analyses

Authors:

Colleen Cunningham,

Peter P. ChenAuthors Info & Claims

DOLAP '04: Proceedings of the 7th ACM international workshop on Data warehousing and OLAP

Pages 14 - 22

https://doi.org/10.1145/1031763.1031767

Published: 12 November 2004 Publication History

Abstract

CRM is a strategy that integrates the concepts of Knowledge Management, Data Mining, and Data Warehousing in order to support the organization's decision-making process to retain long-term and profitable relationships with its customers. In this paper, we first present the design implications that CRM poses to data warehousing, and then propose a robust multidimensional starter model that supports CRM analyses. We then present sample CRM queries, test our starter model using those queries and define two measures (% success ratio and CRM suitability ratio) by which CRM models can be evaluated. We finally introduce a preliminary heuristic for designing data warehouses to support CRM analyses. Our study shows that our starter model can be used to analyze various profitability analyses such as customer profitability analysis, market profitability analysis, product profitability analysis, and channel profitability analysis.

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Buttle, Francis (1999), The S.C.O.P.E. of Customer Relationship Management. International Journal of Customer Relationship Management 1 (4), 327--337.

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Cunningham, Colleen, Il-Yeol Song, Jin Taek Jung and Peter Chen (2003), Design and Research Implications of Customer Relationship Management on Data Warehousing and CRM Decisions. In Proceedings of the 2003 Information Resources Management Association International Conference (IRMA 2003), 82--85.

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Hawkes, Valoris Abram (2000). The Heart of the Matter: The Challenge of Customer Lifetime Value. CRM Forum Resources, Issue 13.

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Digital Library

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Cited By

Boussaid JAzdimousa H(2019)Elector Relationship Management: Concepts, Practices and Technological SupportAdvanced Intelligent Systems for Sustainable Development (AI2SD’2019)10.1007/978-3-030-33103-0_12(118-126)Online publication date: 12-Oct-2019
https://doi.org/10.1007/978-3-030-33103-0_12
Nešić ZRadojičić MVesić-Vasović JDenić N(2016)Some considerations on the implementation of OLAP technology in small and middle companiesIMK-14 - Istrazivanje i razvoj10.5937/IMK1602037N22:4(37-41)Online publication date: 2016
https://doi.org/10.5937/IMK1602037N
McInroy BFeng WPan Y(2015)An Empirical Study on Performance Measures for Online AdvertisingProceedings of the 2015 12th International Conference on Information Technology - New Generations10.1109/ITNG.2015.12(38-43)Online publication date: 13-Apr-2015
https://dl.acm.org/doi/10.1109/ITNG.2015.12
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Index Terms

Data warehouse design to support customer relationship management analyses
1. Information systems
  1. Data management systems
    1. Database design and models

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Published In

cover image ACM Conferences

DOLAP '04: Proceedings of the 7th ACM international workshop on Data warehousing and OLAP

November 2004

130 pages

ISBN:1581139772

DOI:10.1145/1031763

General Chair:
Il-Yeol Song
Drexel University
,
Program Chair:
Karen Davis
University of Cincinnati

Copyright © 2004 ACM.

Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Published: 12 November 2004

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CIKM04

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CIKM04: Conference on Information and Knowledge Management

November 12 - 13, 2004

DC, Washington, USA

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Overall Acceptance Rate 29 of 79 submissions, 37%

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Cited By

Boussaid JAzdimousa H(2019)Elector Relationship Management: Concepts, Practices and Technological SupportAdvanced Intelligent Systems for Sustainable Development (AI2SD’2019)10.1007/978-3-030-33103-0_12(118-126)Online publication date: 12-Oct-2019
https://doi.org/10.1007/978-3-030-33103-0_12
Nešić ZRadojičić MVesić-Vasović JDenić N(2016)Some considerations on the implementation of OLAP technology in small and middle companiesIMK-14 - Istrazivanje i razvoj10.5937/IMK1602037N22:4(37-41)Online publication date: 2016
https://doi.org/10.5937/IMK1602037N
McInroy BFeng WPan Y(2015)An Empirical Study on Performance Measures for Online AdvertisingProceedings of the 2015 12th International Conference on Information Technology - New Generations10.1109/ITNG.2015.12(38-43)Online publication date: 13-Apr-2015
https://dl.acm.org/doi/10.1109/ITNG.2015.12
Gardiner A(2013)Developing an Associative Keyword Space of the Data Mining Literature through Latent Semantic AnalysisData Mining Methods and Applications10.1201/b15783-18(255-293)Online publication date: 17-Oct-2013
https://doi.org/10.1201/b15783-18
Ishaya TFolarin M(2012)A service oriented approach to Business Intelligence in Telecoms industryTelematics and Informatics10.1016/j.tele.2012.01.00429:3(273-285)Online publication date: Aug-2012
https://doi.org/10.1016/j.tele.2012.01.004
Cunningham CSong I(2007)A taxonomy of customer relationship management analyses for data warehousingTutorials, posters, panels and industrial contributions at the 26th international conference on Conceptual modeling - Volume 8310.5555/1386957.1386972(97-102)Online publication date: 1-Nov-2007
https://dl.acm.org/doi/10.5555/1386957.1386972
Lui SQiu L(2007)Individual Privacy and Organizational Privacy in Business AnalyticsProceedings of the 40th Annual Hawaii International Conference on System Sciences10.1109/HICSS.2007.268Online publication date: 3-Jan-2007
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Guo YTang STong YYang DSong IVassiliadis P(2006)Triple-driven data modeling methodology in data warehousingProceedings of the 9th ACM international workshop on Data warehousing and OLAP10.1145/1183512.1183524(59-66)Online publication date: 10-Nov-2006
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Freeman EMelli G(2006)Championing of an LTV model at LTCACM SIGKDD Explorations Newsletter10.1145/1147234.11472398:1(27-32)Online publication date: 1-Jun-2006
https://dl.acm.org/doi/10.1145/1147234.1147239
Bhaskar RZhang Y(2005)CRM Systems Used for Targeting MarketProceedings of the IEEE International Conference on e-Business Engineering10.1109/ICEBE.2005.46(183-186)Online publication date: 12-Oct-2005
https://dl.acm.org/doi/10.1109/ICEBE.2005.46

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