Data Warehousing

The Route to Mass Communication

By:

Sean Kelly

Format:

Paperback / softback

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Description

Though companies have amassed an enormous amount of data, they haven't always been able to use it because it is unstructured, unintegrated, or polluted. This book shows how to transform this vast pool of data into information of strategic significance. Taking up where database marketing leaves off, it offers practical ideas for businesses to realize staggering response rates from mailings, focused marketing campaigns, and more.

Author Biography:

Seán Kelly is an author, lecturer, software engineer and international business consultant who has founded a number of separate businesses in the field of customer intelligence and information exploitation. Seán was formerly head of the European business intelligence division of Sybase Inc. and was a founder of the prestigious Data Warehouse network. His groundbreaking book Data Warehousing: The route to mass customization, published by Wiley in the early 1990s, was a major influence on the tide of business intelligence investment that occurred in the following decade. Seán is now involved in a new enterprise, based in Ireland, that is devoted to customer segmentation and profiling solutions.

Release date NZ

March 1st, 1996

Author

Sean Kelly

Audiences

Postgraduate, Research & Scholarly
Professional & Vocational

Pages

228

Dimensions

151x232x14

ISBN-13

9780471963288

Product ID

3095751

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