Message Customer

Message Key Customer Key

Customer
Communication type Name
Channel selected Customer Code
Promotion Source Age
Martial Status
Language Selected
Address
State
City
Subscription facts

Customer
Key
Message key
Product Key
Locale Key
Time Key
Permission
id
Subscrp_pric
e
No of Subscp
Product
Subsccp_dt

Product key
Product name Locale Time
Product Code
Brand name
Product
Locale Time key
Category
key Expiry date

City Subscrp period

State

Title of the Project: Use of Data warehousing in CRM.

Description: CRM or customer relationship management knowing your customer better so
that one can generate more business in the future through the same customer. CRM keeps a track
of the customer details, their likes dislikes helps an organization to better deal with same. Data
warehousing on the other hand helps in answering some top level management questions like
sales forecast, sales by region, sales by time etc. In this project I will be showing how data
warehousing can be used in CRM or we may call it a CRM ready Data Warehouse. For this I
have taken the example of a permission management system which is used by an organization to
manage sending of news letters and messages regarding products to various customers taking
into consideration if they want or not.

Regulations differ from country to country, but the basic principle is we can only send campaign
to customers who have already given us their permissions to send it to them. Based on the scope,
there are 2 kinds of permissions: subscription-based and general permission.

In a subscription-based scenario, we receive requests from customers for sending them a

particular communication. For example, say we have 3 communications: weekly newsletter, low
price alert and special offers. Customers can subscribe to these communications, either only to 1
communication, 2 communications or all 3 communications. In this case, if the customer
subscribes to the low price alert, we can only send them low price alert, we can not send them
other communications. If we have a new communication, we can not send it to subscribers of
other communication. Instead, we need to build a new subscriber base for the new
communication. Subscriber base is created by getting end users to subscribe to particular
communication through website or promotions.

In the general permission type, customers do not subscribe to a particular communication.

Instead, they give permission for us to send them a particular type of communication. For
example, say we have 2 communication types: promotional items and subscription items. In this
case the subscription items cover everything that is regular and promotional covers everything
that is ad hoc. Another example: we can have 3 communication types: transactional (such as
order confirmation emails and e-tickets), marketing (such as promotional campaign) and third
party (such as campaign from our sister companies).
Permission is also categorized based on the communication channel or media, for example: by
email, by SMS/text, by post, by telephone and by RSS feed. There is also a permission for
sending (or not sending) any kinds of communication to customers. For example, a customer
could call or email us asking to be excluded from any forms of communications.

For a multinational company, the permission is could be per locale. It is not necessarily country
based, for example: Benelux, Nordic and Scandinavia are often mentioned as one locale, even
though they consist of several countries. In those cases 1 office serving more than 1 country. It is
possible that each locale has more than 1 language. We could also have several brands or names.
For example, we could be operating in a certain country using 3 different company names, each
having their own monthly newsletter or promotional campaign. Permissions can also have a
validity period, e.g. only for 1 year. We need to take locale, language, brand and validity period
into account when constructing the permission fact table and communication dimension.

Here I will be showing the Star Schema model of the permission management model having my
fact table as subscription.

Queries

Simple
Count the total number of subscriptions.

Select all the customers between age 20 to 30.

Select all the countries where subscriptions are sent.

Select all the product for which subscriptions are made.

Select all the communication type where channel selected is email.

Complex

Select all the customers who are subscribing for a particular product

Select all the customers who have active subscription

Select all the customers who have taken English as their language.

Select the customers who are created after a certain date.

Select all the products which are being promoted from a particular country.

Select all the customers whose subscription ends at a particular date.

Select all the customers whose subscription period is more than 6 months.

Count the number of customers who are aged between 20 and 40 and who are subscribing for a
particular product

Count the number of customers who have subscribed for a product “A” who have got the source
from news paper.

Fact and dimension Tables.

Dimension Tables
 1. Message
2. Customer
3. Product
4. Locale
5. Time

Fact table

Message Customer Product Locale Time

Message Key Customer key Product Key Locale Key Time key

Communication Type Customer Name Product Name City location_name

Channel Selected Customer Code Product Code State  Expiry date

Promotion Source Age  Brand  Country  Subscrp period

Language Selected Marital Status  Product category    

Address

City

State

Country

Facts: Permission id, Subscrp_price, No of Subscp, Subsccp_dt, Unsubcrp_dt ,Subcrp

active
Created_dt

Dimensional Modeling : Star Schema

Links

http://www.crm2day.com/content/t6_librarynews_1.php?id=EpFEyVlllZAZeqqfHq
http://www.sqlservercentral.com/articles/Design+and+Theory/2823/

http://findarticles.com/p/articles/mi_m0EIN/is_2006_April_19/ai_n26834141/

http://findarticles.com/p/articles/mi_m0EIN/is_2005_June_8/ai_n13802775/

http://www.information-management.com/issues/20010301/3079-1.html

http://www.cio.com.au/article/325944/crm_how_marriott_broke_down_customer_data_siloes/

CASE STUDY LINKS

http://ecet.ecs.ru.acad.bg/cst04/Docs/sII/216.pdf

http://tdwi.org/Articles/2002/10/17/United-Airlines-Positions-Data-Warehouse-as-its-Backbone-for-
CRM.aspx?Page=1

ICFAI UNIVERSITY DEHRADUN

Name Pritish Das
IUD.No. 0901201678
IBS.No. 09BS001678
Course Code SLIT607
Course Name Data Warehousing
Faculty Name Prof. Veena H. Bhat
Date 26/07/10
Assignment Topic Role of Data warehousing in
CRM.