Marketing
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Marketing departments are generally large data crunchers.
Building data repositories allowing for a better knowledge of one's customer's habits and expectations is very often at the very heart of the marketing information systems.
Two major kinds of databases are generally used:
- Databases for statistical use;
- Customer-related databases.
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Databases for statistical use
These bases are Data Warehouses and are generally used for recurring reporting.
They serve the purpose of segmentation or investigation of the data mining kind.
These databases do not necessarily contain nominative information.
Customer-related databases
These bases make the customer's repository.
They contain the customers identification data, their preferences, their habits and what they use.
They are maintained by the company's operational systems or by the customers themselves.
They build the foundation of Customer Relationship Management (CRM).
CiiS proposes to share the experience acquired during the build-up of data warehouses and of CRM databases concerning medium to large volumes of data.