Datawarehousing Technology as the Basis for Formulation of Database Marketing Strategy

데이터웨어하우징 기술을 이용한 DB 마케팅 전략에 관한 연구

Marketing decision support systems rely on an underlying enterprise information infrastructure. In traditional business situations, a limited number of product lines and markets divided into large chunks were adequately served by existing management information systems. With the advent of an increasingly segmented focus on niche markets and individual customers, the demand for market information has grown exponentially. The practical solutions offered by such data warehousing tools as OLAP and data mining directly address this need, allowing organizations to discover new niches. Marketing decision support systems built on these foundations provide organizations with new avenues for creating specifically targeted marketing strategies and promotional campaigns. The contribution of this article lies in introducing a graphical framework for data warehousing applications. Based on prior research, the framework links data warehousing and database marketing. To illustrate the effectiveness of this approach, three case examples of successful database marketing conclude the paper.