BI

BI 1
1
Data
Data Warehousing
Warehousing for
for
CRM
CRM

Dhruv Nath

The CRM System

Customer
Marketing
CRM
CRM
System
System
Sales

Operational CRM
Service

Management

Analytical
CRM
Shared
Data Base

Reading
The Nuts and Bolts of CRM
Ch 8 - 11

Case : Data Warehousing 1a

Data Warehouse
vs Operational Database (OLTP Database)

The CRM System

Operational CRM

Customer

Analytical
CRM

CRM
CRM
System
System

Management

Marketing

Sales

Service

Shared
Data Base

The CRM System

Operational CRM

Analytical
CRM

Customer

Marketing
Operational
Operational Analytical
Analytical
CRM
CRM
CRM
CRM

Management

Sales

Service

Real-Time
Updates ?

Shared
Data Base

No.
Snapshots at
pre-defined
frequency

Data
Warehouse

Granularity

The Database has detailed data

What about the Data Warehouse ?
Grain Size : Fine vs Coarse / Large
Pluses / Minuses ?
Speed
Disk space
Answerable queries

The Data Warehouse Could be MultiLevel

Warehouse
with coarse
grain size

Warehouse
with fine grain
size

Historical Data
detailed
Snapshot of
data : Detailed

Tape

Operational
(OLTP)
Database

Could be one or
more levels
Users use the level
of detail they need

Exercise : OLTP Database vs. Data

Warehouse.. list differences
Current - Real Time
Current data
Updates reqd
Volatile

Full details
Low volume
Response time :
Fraction of a second

Snapshots
Historical data
No updates
Non-volatile (Why ?)

Summaries
Huge volume
Several seconds ->
minutes / hours
Print

When do we take snapshots

?

Examples :

Airtel
Hindustan Lever Sales data
Citibank
BHEL Sales data
Indianoil Sales Data

Depends on the frequency / volume of transactions

Typically at night. Why ?
Doesnt affect speed of the OLTP database

Multiple Services / Products

Savings
Account
Credit
Card
Share
broking
Private
Equity

ICICI
Bank

Does the Management need information

across these product lines? Examples ?

Typical Management
Queries

Check the list of all credit card holders, and take

out those with good credit history. These may be
potential candidates for home / auto loans
Of the customers who use our share broking
services, which ones are good candidates for
private equity ?
If a customer drops one of our products, is he
likely to drop all products ?
What do we need for these queries ?
The DW needs to pick up data from multiple sources : OLTP
databases / Excel files / Manual files / Registers, etc. etc.
Disc : Examples from your organisations ?

The Data Warehouse

Architecture
Source Data (OLTP
Databases / Files.)

Problems with
Multiple Sources of
Data ???

Data
Warehouse

Application
Oriented

Subject
Oriented

Process for DW Creation

(Disc)
Extract
Transform
Clean
Standardise
Store these transformations for the future
(METADATA)

Load

ETL

Data Mart - disc.

Subset of the Data Warehouse
Benefits ?
Lower volume of data => Speed
Simpler than the DW

Examples ?
Customer Data split into Data Marts
by Region
by Category of Customer (Corp, Govt, Retail)
By Product..

Are these Data Marts Exclusive ?

Maybe / maybe not

The Data Warehouse

Architecture
Where do Data Marts fit into this Architecture ?
OLTP
Databases

Data Marts

Data
Warehouse

Why cant we simply

convert each Data Source
into a Data Mart, instead
of going through a Data
Warehouse ?

Application vs
Subject Oriented

Data Marts determine the queries you can ask + Speed + Complexity
Therefore Managers and Analysts need to carefully decide
on Data Marts at Design time

The Data Warehouse

Architecture

OLTP
Databases

Data Marts

Data
Warehouse

When are Data Marts

updated ?
At the same time as the
Data Warehouse
Time Consuming
Therefore dont have
unnecessary Data Marts

BI
BI 1
1
Data
Data Warehousing
Warehousing for
for
CRM
CRM

Dhruv Nath