Analytic Datamart Design
& Enhancement
Marketers need information to
develop insights about their customers, yet marketers find a
lot of the data they get difficult to use. Their reports can
be hard to understand or, worse, the information in them is
not actionable. Some marketers have online access to data,
but that tends to be more of a barrier than a facilitator,
as most marketers are not big data crunchers. Customer
insight development requires an interactive/iterative
approach towards working with data, and marketers often do
not have the tools, time, or inclination to wade into the
data and pull out the answers they seek.
Adding to this challenge is the quality of the data itself.
In many cases, the only data accessible to marketers is
operational data — data that is simply the collection of
transactional customer touches.
Using operational data for insight development is
unreliable, time consuming and far too complex for anyone to
cost-effectively derive good findings.
When insight development becomes such
a chore, marketers lose interest in data, less frequently
use data-driven tools and delegate too much analytic insight
development to outside vendors.
These limitations on both adoption and participation
by marketers
have a negative impact on marketing automation and
CRM.
DB
Marketing
Technologies (DBMT) has resolved these issues for
companies by building Analytic Datamarts that are easy to
use, provide an interactive environment for insight
development, and are extensible as company insight needs
change.
DBMT’s approach to
Analytic Datamart Design & Optimization is comprised of four
components:
Requirements Gathering
DB Marketing Technologies will meet with stakeholders in the
marketing, promotion and technology areas to define analytic
requirements and reporting needs.
ODS Audit
DB
Marketing Technologies will audit the
source ODS and develop enhancements needed to integrate with
the ADM.
If a centralized ODS does not exist,
DBMT works with clients to plan, design and build a central
repository for all operational data from each touchpoint.
ADM Design
Based on the
analytics requirements and ODS enhancement recommendations,
DBMT will design the ADM Data Model and develop a
specification for stakeholders and vendor partners detailing
the exact changes they need to make in their particular
structure and transfer of data.
Implementation
Executing on
the Design and Specification documents, DBMT will work with
each stakeholder/vendor partner to build the ADM and make
any necessary changes to the process and/or structure of
operational data stores internally or at channel vendors.
DBMT Analytic Datamart Design and Optimization is a critical
step that must be taken for companies to efficiently access
customer data, easily generate analytic reports, and gain
accurate insights from your data. |
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| Customer Testimonial
"Clearly, this was one of the most comprehensive and
well-articulated evaluations of the Nexium database
infrastructure that AZ has received. In addition, DBMT’s
evaluation led to critical cost savings for the year.
Clarity of approach, technical expertise, thoroughness of
communications, and affable personnel made interaction easy.
DBMT also has a clear understanding of the importance of
listening to the client and helping to identify client needs
and issues.
Unlike the approach all too often pushed by consultants
to force fit a ‘canned’ model or provide a ‘pie-in-the-sky’
plan without validating the ability of implementation, DBMT
recommendations were provided with a realistic sense of
where the business is to-date and what is truly feasible for
the future."
Senior Promotions Manager
GI Products
AstraZeneca
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