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Data Warehousing and Data Mining




                    notes          the conceptual level, data representation is largely influenced by the way in which final users
                                   need to view the information. Second, we recall that conceptual data models are usually used
                                   in the preliminary phase of the design process to analyze the application in the best possible
                                   way,  without  implementation  “contaminations”.  There  are  however  further  possible  uses  of
                                   multidimensional conceptual representations. First of all, they can be used for documentation
                                   purposes, as they are easily understood by non-specialists. They can also be used to describe
                                   in abstract terms the content of a data warehousing application already in existence. Finally, a
                                   conceptual scheme provides a description of the contents of the data warehouse which, leaving
                                   aside  the  implementation  aspects,  is  useful  as  a  reference  for  devising  complex  analytical
                                   queries.


                                       

                                     Case Study    the carphone Warehouse

                                     the carphone Warehouse calls trillium software® in crM initiative
                                     The  Carphone  Warehouse  Group  plc,  known  as  The  Phone  House  in  some  countries
                                     of  operation,  was  founded  in  1989.  One  of  the  largest  independent  retailers  of  mobile
                                     communications in Europe, the group sells mobile phones, phone insurance, network and
                                     fixed-line connections through its 1,300 stores, Web site, and direct marketing operations
                                     and employs approximately 11,000 people.
                                     a Better Mobile Life
                                     The Carphone Warehouse mission is not just to sell products and services profitably but
                                     to offer “A Better Mobile Life” by providing all touch points within the business enough
                                     information  to  give  educated  advice  to  customers  and  deliver  customer  delight.  This
                                     customer  relationship  management  (CRM)  strategy  requires  that  customer-facing  staff
                                     know their customers well enough to support a “consultative sell” and that marketing
                                     campaigns use segmentation techniques to target only relevant customers.
                                     single views
                                     Previously  product-centric,  The  Carphone  Warehouse  move  to  a  customercentric  sales
                                     and  marketing  model  presented  a  challenge.  It  needed  to  take  fragmented  customer
                                     information  stored  across  several  product-oriented  sales  and  marketing  databases  and
                                     create a new database of “single customer views.” These views would then need to be
                                     made available to stores, call centers, and marketing in formats suited to their respective
                                     process requirements.

                                     A significant component of the Single Customer View project would be the migration of
                                     data from three Oracle source databases to a single customer view database (also on Oracle).
                                     Informatica’s Extract, Transform, and Load (ETL) tool would be used in this process. The
                                     Single Customer View database would then support the Customer Dashboard, “One” an
                                     at-a-glance resource for call centers and stores and the E.piphany tool used by marketing
                                     for campaigns.
                                     The CRM program manager at The Carphone Warehouse knew that before data could
                                     be migrated, the source data, fields, format, and content needed to be understood before
                                     designing migration mapping rules. He also knew that there could be duplicates and other
                                     data quality issues.
                                     “We knew that we had to identify and resolve any significant data quality issues before
                                     attempting data migration. We knew that trying to discover and address them manually
                                     across some 11 million records would be time-consuming and error-prone. We needed an
                                     automated data quality solution,” he said.
                                                                                                         Contd...



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