Page 244 - DCAP603_DATAWARE_HOUSING_AND_DATAMINING

Data Warehousing and Data Mining

notes The assumptions undertaken are that data quality issues can arise at any stage of data
warehousing viz. in data sources, in data integration & profiling, in data staging, in ETL and
database modeling. Following model is depicting the possible stages which are vulnerable of
getting data quality problems.
figure 12.9: stages of Data Warehouse susceptible for DQ problems

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Case Study trans union
the company
Trans Union is a leading information and service provider for direct response marketers.
With a national name and address list of over 160 million consumers, Trans Union has one
of the most comprehensive data files in the business.
Trans Union understands that organizations need a broad range of information about
customers in order to develop one-to-one marketing relationships with prospects. Direct
response marketers from a variety of professions rely on the accuracy, quantity and
effectiveness of Trans Union products and services.
Competition in the field of consumer information resources is very intense and drives
marketing data providers to develop consumer lists faster and with better, deeper and
more accurate data. Trans Union recently made a push to reengineer its existing data to
find ways of creating new, salient products for its customers.
Contd...

238 LoveLy professionaL university