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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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