Page 169 - DMGT505_MANAGEMENT_INFORMATION_SYSTEM

Management Information Systems

Notes 14. ......................................... is the process of extracting patterns from data.
15. The overall term used to describe taking data structures in an OLTP format and holding
the same data in an OLAP format is “......................................... ”

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Case Study Data Warehousing: A Strategic Tool

atawarehouse is a massive independent business database system that is populated
with data that has been extracted from a range of sources. The data is held
Dseparately from its origin and is used to help to improve the decision-making
process.
Many traditional Databases are involved in recording day to day operational activities of
the business, called Online Transaction Processing (OLTP), commonly implemented in
Airline Bookings & Banking Systems, for fasters response and better control over data.
After establishment of OLTP Systems, reports and summaries can be drawn for giving
inputs to decision-making process and this process is called Online Analytical Processing
(OLAP).
For better customer relationships management strategy, the call centres and
datawarehouses must be fully integrated. Datawarehouse works as a strategic tool for
decision-support which requires lot of time for establishment, and needs to be updated
with operational information on daily weekly or monthly basis.
Datawarehouse is used for proactive strategies formulation in critical & complex situations.
A number of CRM vendors are advocating for single integrated customer database which
includes call centre, web sites, branches and direct mail, but it lacks in analytical functioning
of datawarehouse. This Database can’t be expanded also, and carry decision support
operations on call centre Database becomes slow & the query processing and inquiries
handling operations also become slow & inefficient for agents dealing with customers.

Datawarehouse is must for identifying most profitable & loyal customers and those
customers can be offered better customized services which increases the chances of
additional profits.

Although call centre systems & datawarehouses are altogether different systems yet
dependant on each other to fully exploit their potential respectively.
Questions:

1. Explain OLTP & OLAP processes with their respective advantages.
2. How the response time in performing OLAP queries can be improved?
3. Explain the importance of regular updation of data in a datawarehouse.

4. Explain the role of datawarehousing in the functioning of a call centre.
5. “Datawarehouse works as a strategic tool for decision support”. Comment.
Source: Dharmendra and Sangeeta Gupta, Management Information System, Excel Books, New Delhi.

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