Transcript Data warehouse

Information Technology
in CRM
CRM-Information Technology 吳明泉博士 2009
1
Outline




CRM Architecture
Basic concept about data and information
Data warehouse
Data mining
CRM-Information Technology 吳明泉博士 2009
2
CRM Architecture
CRM-Information Technology 吳明泉博士 2009
3
CRM系統的運用範疇
CRM-Information Technology 吳明泉博士 2009
4
CRM輔以資料倉儲技術之概念圖
CRM-Information Technology 吳明泉博士 2009
5
CRM的功能模組
CRM-Information Technology 吳明泉博士 2009
6
CRM系統功能架構
CRM-Information Technology 吳明泉博士 2009
7
完整的顧客服務與支援範圍
CRM-Information Technology 吳明泉博士 2009
8
電話客服中心(Call Center)四大功能
CRM-Information Technology 吳明泉博士 2009
9
電腦電話整合(CTI)概念架構
CRM-Information Technology 吳明泉博士 2009
10
A Basic CRM Model
Data
sources
Data
Gathering
System
Data
Warehouse
Information
Delivery
System
Information
users
CRM-Information Technology 吳明泉博士 2009
11
Document Concepts
(Unstructured Information)
Character字母
Word/Phrase字／詞
Sentence句
Paragraph段
Section/Chapter節／章
Document文件
Document Repository 文件儲存庫
CRM-Information Technology 吳明泉博士 2009
12
Data Concepts
（structured Information)







Character – single alphabetic, numeric or
other symbol
Field欄位– group of related characters
Attribute屬性– characteristic of an entity
Entity實體– person, place, object or event
Record記錄– collection of attributes that
describe an entity
File檔案– group of related records
Database資料庫– integrated collection of
logically related data elements
CRM-Information Technology 吳明泉博士 2009
13
Data Defined





Primary data
Secondary data
Derived data
Individual data
Household data
CRM-Information Technology 吳明泉博士 2009
14
Database Management Approach
CRM-Information Technology 吳明泉博士 2009
15
A Basic CRM Model-Data sources

Internal, i.e.,




External, i.e.,





Product quality from manufacturing
Customer payment habits from finance unit
Customer response to features and prices from
sales
Customers
Supplier
Competitors
Government
Digital and other forms
CRM-Information Technology 吳明泉博士 2009
16
A Basic CRM Model-Gathering System
Convert incoming data with proper format
 Organization and data management

Internal versus external



Most internal data may be converted in a desired form.
External data maybe converted by some need to be
keyed in by operators, i.e. CDI.
How much data?
CRM-Information Technology 吳明泉博士 2009
17
Data Capture & Input

Touch points







What is being captured?
What should be captured?
Availability
Timing &Quality
Purchase transaction, phone calls, email, warranty,
standing at the service desk.
Input of additional data
Point of Sale input




Credit cards, coupons
Keyed and Scanned data input
Internet input
Real-time versus batch
CRM-Information Technology 吳明泉博士 2009
18
A Basic CRM Model- Warehouse
Large database that stores data that have been
extracted from the various operational, external, and
other databases of an organization
存放著從組織內部營運資料庫與外部資料庫所萃取而來
的大型資料庫。




Prepare data for storage, store, and describe data for later
retrieval
Data Storage
Data Management
Management and Control
CRM-Information Technology 吳明泉博士 2009
19
Objectives of Data Warehouse





Keep the data current
Ensure the data accurate
Keep the data secure
Make the data easily available to authorized users
Maintain descriptions of the data so that they are
understandable
CRM-Information Technology 吳明泉博士 2009
20
A Basic CRM Model-Delivery system


Present the content of data in the required
form
Information Users

Span the entire organization


the president for formulating strategies
sales clerks working with customers
CRM-Information Technology 吳明泉博士 2009
21
Data Warehouse System
R
CRM-Information Technology 吳明泉博士 2009
22
Data Mart資料超市


Databases that hold subsets of data from a
data warehouse that focus on specific
aspects of a company, such as a department
or a business process
Top-down approaches


First warehouse, then subdivided to data mart
Bottom-up approaches

First data mart, then integrated into warehouse
CRM-Information Technology 吳明泉博士 2009
23
Data Warehouse & Data Marts
CRM-Information Technology 吳明泉博士 2009
24
CRM-Information Technology 吳明泉博士 2009
25
Components of Data Warehouse
Data gathering
Staging
Repository
Information
Delivery
Management
&
Control
Metadata
Repository
CRM-Information Technology 吳明泉博士 2009
26
Staging Area整備區


Extracting 萃取
Transformation轉換





Cleansing淨化: remove inaccuracies and inconsistencies
Standardizing標準化: convert the cleansed data to a
uniform format
Reformatting重格式化
Summarizing摘要化
Loading 上載


Adding new data on a periodic basis
Performing a complete refresh process
CRM-Information Technology 吳明泉博士 2009
27
Management and Control
Control data flows
 Into the Staging Area
 Through the staging area as the various screening
processes are performed
 From the staging area to the warehouse data
repository
 From the warehouse data repository to information
delivery
 From metadata repository to information delivery
CRM-Information Technology 吳明泉博士 2009
28
Data Repository

Data content



Geographic
Demographic
Activities




Interact with the org. by making purchase, returning items,
making inquires, seeking services
Psychograghic
Behavior
Data Characteristics




Data types
Data Granularity細化程度
Data Hierarchies架構
Data dimensions:如從區域、產品、月份
CRM-Information Technology 吳明泉博士 2009
29
Metadata Repository






Data about data
Data dictionary is a form of metadata
Metadata Repository describes the flow of
data from the time the data is captured until it
is archived.
Used by users,
Maintained by system developers,
In most cases, metadata exists as a
byproduct of system development efforts.
CRM-Information Technology 吳明泉博士 2009
30
Data Warehouse Development





系統分析
需求規格
概念設計
邏輯設計
實體設計
CRM-Information Technology 吳明泉博士 2009
31
Data Warehouse Security



Network security: mechanisms such as firewall to
restrict access to network and servers.
Data security: Users must be screened so that
which files may be made available, and which
operations can be performed on the file data.
Data warehouse security: further check to allow
access a particular tables, records, and even fields
CRM-Information Technology 吳明泉博士 2009
32