客户关系管理教案第08讲.pdf

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1、摘要授课题目（章、节）第4章数据仓库与客户关系管理教学主要内容1、阅读有关数据仓库的文章，加深对数据仓库的认识；2、补充教材中对数据仓库实施中有关技术问题介绍的不足。重点：难点：内容一、阅读有关数据仓库的文章，加深对数据仓库的认识阅读下面短文，说出作者观点:HowtoselldecisionmakersontheideaofdatawarehousingYouknowyouneedadatawarehouse.There’snodoubtinyourmind.Yourcompetitionisout-forecasti

2、ngyouinanticipatingmarkettrends.OthercompaniesarefastertorespondthanyoursinanincreasinglyWeb-drivenmarketplace,andyouaren’tgettingtheefficiencygainsyouneedtocatchup.Yourvariousdepartmentsarepingingyourproductionsystemtodeathwithqueriesandreportrequests.Youneedad

3、atawarehouse.Asyoumarchdownthehalltomeetwithyourfellowdecision-makers,doyouknowwhatyou’regoingtosay?Howdoyousellthisidea?Howdoyouconvincethemtospringforthisshapeless,facelessthingthathasnoexplicitpricetagandnoexplicitbenefit?Herearesomepointers.Returnoninvestmen

4、t?Forgetit.TheexecutivemindsetofROI-as-decision-driverisn’tgoingtoworkwhenyoupresenttheplanforimplementingadatawarehouse.Whynot?Becausetheproductionefficiencyandtheincreasedmarketsavvythatadatawarehousedeliversarenotthingsyou’veevermeasured.Youcan’tofferaproject

5、edROI.Youcan’tquantifythebenefitsbecauseyou’veneverexperiencedtheminsuchacontext.Indeed,theveryreasonyouwantadatawarehouseinthefirstplaceistodevelopthemetricstocreateabusinessintelligencecapacitythatwouldteachyouhowtoexplicitlymeasure“increasedmarketsavvy.”You’r

6、easkingforthetimeandmoneytodevelopaninstrumentthatwillmeasureitself.Youcan’tevendescribewhatyou’reultimatelygoingtomeasure,onceyou’vedevelopedtheanalyticsandperformance-monitoringcapabilityyou’reseeking.Whyisthis?Becauseyourhigh-levelbusinessperformancemetricsca

7、nbebasedonfinely-detailed,lower-levelmetrics,andthesearetheprovinceofanalystsyou’regoingtogrowin-house,atthedepartmentallevel.Onlytheyknowwhattheirdriverswillbe,andeventheywon’treallyknowwhatthemagicnumbersareuntiltheycreatethem.Thisallsoundsverymysticalatfaceva

8、lue,anditis,butit’smagicthatworks.Here’swhatyoucansaywithconfidence,andhowtosayit.Whiletherearenonumbersattached,itisalogicalcasethathasnoreasonablerefutation.Many-fo