Data Warehouse Project Management

✍ Scribed by Adelman, Sid;Moss, Larissa T

• Publisher: Addison Wesley
• Year: 2000
• Tongue: English
• Leaves: 335
• Series: Addison-Wesley Information Technology Series
• Category: Library

✦ Synopsis

The average data warehouse takes three years to build and costs $3-5 million -- yet many data warehouse project managers are thrown into the position with no clear idea of their roles, authority, or even objectives. It's no wonder that 85% of all data warehouse projects fall short of their objectives, and 40% fail completely. In Data Warehouse Project Management, two leading data warehouse project management consultants present start-to-finish best practices for getting the job done right. Sid Adelman and Larissa Terpeluk Moss cover the entire lifecycle, from proposing a data warehouse project through staffing a team, developing project scope, justifying, negotiating, and marketing the data warehouse project internally, and then implementing the data warehouse. They present real-world case studies identifying the key pitfalls that arise repeatedly in data warehouse projects -- and offer proven solutions for addressing these challenges. The book and CD-ROM contain an extensive library of templates and checklists, plus self-tests to determine whether an organization is really ready for data warehousing.

✦ Table of Contents

Contents......Page 10
Acknowledgments......Page 16
About the Author......Page 18
Introduction......Page 20
Part I: Defining CRM......Page 26
CHAPTER 1 HELLO, GOODBYE: THE NEW SPIN ON CUSTOMER LOYALTY......Page 28
The Cost of Acquiring Customers......Page 29
From Customer Acquisition to Customer Loyalty......Page 31
. . . to Optimizing the Customer Experience......Page 33
How the Internet Changed the Rules......Page 35
What’s In a Name?......Page 37
The Manager’s Bottom Line......Page 43
From Product to Customer: A Marketing Retrospective......Page 44
Campaign Management......Page 52
CRM Marketing Initiatives......Page 56
Customer Privacy—One-to-One’s Saboteur?......Page 66
A Marketing Automation Checklist for Success......Page 69
CASE STUDY: Eddie Bauer......Page 70
The Manager’s Bottom Line......Page 74
CHAPTER 3 CRM AND CUSTOMER SERVICE......Page 76
The Call Center and Customer Care......Page 77
The Contact Center Gets Automated......Page 80
A Customer Service Checklist for Success......Page 92
CASE STUDY: Juniper Bank......Page 96
The Manager’s Bottom Line......Page 100
CHAPTER 4 SALES FORCE AUTOMATION......Page 102
Sales Force Automation: The Cradle of CRM......Page 104
Today’s SFA......Page 106
SFA and Mobile CRM......Page 114
Field Force Automation......Page 118
An SFA Checklist for Success......Page 121
CASE STUDY: Hewlett Packard......Page 123
The Manager’s Bottom Line......Page 127
CHAPTER 5 CRM IN E-BUSINESS......Page 128
eCRM Evolving......Page 129
Enterprise Resource Planning......Page 133
Supply Chain Management......Page 134
Supplier Relationship Management......Page 136
Partner Relationship Management......Page 139
An e-Business Checklist for Success......Page 141
The Manager’s Bottom Line......Page 142
The Case for Integrated Data......Page 144
The Major Types of Data Analysis......Page 157
Clickstream Analysis......Page 160
Personalization and Collaborative Filtering......Page 164
An Analysis Checklist for Success......Page 167
CASE STUDY: Union Bank of Norway......Page 169
The Manager’s Bottom Line......Page 173
Part II: Delivering CRM......Page 176
CHAPTER 7 PLANNING YOUR CRM PROGRAM......Page 178
Defining CRM Success......Page 180
Preparing the CRM Business Plan......Page 191
Understanding Business Processes......Page 204
CASE STUDY: Verizon......Page 210
A CRM Readiness Checklist for Success......Page 214
The Manager’s Bottom Line......Page 221
CHAPTER 8 CHOOSING YOUR CRM TOOL......Page 224
Maintaining a Customer Focus: Requirements-Driven Product Selection......Page 227
Other Development Approaches......Page 242
A CRM Tool Selection Checklist for Success......Page 250
CASE STUDY: Harrah’s Entertainment......Page 251
The Manager’s Bottom Line......Page 256
A Pre-Implementation Checklist......Page 258
The CRM Development Team......Page 262
CRM Implementation......Page 267
A CRM Implementation Checklist . . . for Failure......Page 281
The Manager’s Bottom Line......Page 283
Making the Pitch: Selling CRM Internally......Page 286
CRM Roadblocks......Page 288
Looking Toward the Future......Page 296
The Manager’s Bottom Line......Page 302
Further Reading......Page 306
A......Page 312
C......Page 313
E......Page 316
I......Page 317
M......Page 318
P......Page 319
S......Page 320
W......Page 322
B......Page 324
C......Page 325
E......Page 327
I......Page 328
O......Page 329
S......Page 330
U......Page 331
Y......Page 332