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Unit 10: Multi-dimensional Data Models and Aggregation

The Carphone Warehouse decided to evaluate data discovery, cleansing, matching, and notes
enhancement solutions. An invitation to tender was issued to six vendors, and quickly
narrowed down vendors to two finalists. Each was offered a 2 million-record database of
the company’s customer records for discovery and cleansing.
Data Quality out of the Box
The Carphone Warehouse chose Trillium Software primarily because in tests it proved
to be the most effective in data discovery and cleansing, matching, and enhancement. It
supports Informatica and could also easily scale up to their 11 million-record customer
database.
The CRM program manager continued, “We especially liked the Trillium Software toolset
for out-of-the-box functionality. With tight timescales, we needed to deliver big wins
quickly. We were also impressed by sophisticated configuration capabilities that would
later enable us to handle the more complex and less obvious data quality issues.”
The Carphone Warehouse quickly proceeded to profile source data using the Trillium
Software System®. As expected, it discovered a range of issues that needed to be
addressed.
Using “One,” sales consultants in stores and call centers are generating additional revenue
from closing more sales and crosssell opportunities, for example, for insurance products.
They are also winning more upsell opportunities such as phone upgrades.
“Beyond the revenue benefits to The Carphone Warehouse, customers experience a
higher level of service from us now,” said the CRM program manager. “With better data
quality, we have a more complete picture of our customers and can target campaigns more
effectively. And when a customer makes direct contact, we know a great deal more about
them. Overall, with the help of Trillium Software, we are fulfilling our mission to deliver
customer delight and a better mobile life.”
The company originally estimated that its investment in the Trillium Software System
would be recouped in 12 months, but the company’s CRM program manager stated it
actually paid for itself in less than 6 months.

10.7 summary

l z The data warehouses are supposed to provide storage, functionality and responsiveness
to queries beyond the capabilities of today’s transaction-oriented databases. Also data
warehouses are set to improve the data access performance of databases.

l z Traditional databases balance the requirement of data access with the need to ensure
integrity of data.

l z In present day organizations, users of data are often completely removed from the data
sources.
l z Many people only need read-access to data, but still need a very rapid access to a larger
volume of data than can conveniently by downloaded to the desktop.
l z Often such data comes from multiple databases. Because many of the analyses performed
are recurrent and predictable, software vendors and systems support staff have begun to
design systems to support these functions.
l z Currently there comes a necessity for providing decision makers from middle management
upward with information at the correct level of detail to support decision-making.

l z Data warehousing, online analytical processing (OLAP) and data mining provide this
functionality.

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