Section 2- IRE Marketing Warehouse (TM)

2.1 Critical Components of a Marketing Warehouse

raw data into IRE Marketing Warehouse gives Valuable Info

A Marketing Warehouse is effective only when it contains key technology enablers. In its most basic definition, a Marketing Warehouse is a simple black box. You enter raw customer data at one end and get golden nuggets of information out the other.

If we look inside the black box, we can identify four critical components which need to be sequentially executed in order to have a true Marketing Warehouse:

Data Sanitization and Loading is the process of cleaning up raw incoming data, i.e., eliminating duplicate information, standardizing names and addresses, and building a database which has integrity.

Data Selection is the ability to generate selection sets of interest based on any complex criteria from large databases, and to be able to do it fast -- in seconds.

Data Visualization & Analytics is the ability to derive critical measurements against any selection set when looking for potential target market segments. The system needs to support the user in looking at the selected data from a variety of dimensions and views such as age, income levels, demographic and psychographic indicators, and then perform the necessary analytics to arrive at critical market segmentation decisions.

Once having intelligent selections, the Marketing Campaign Generation, Reporting, and Tracking component needs to save these selections for future analysis, generate any necessary output (mailing labels, tapes, etc.), collect and track campaign response data, and finally, feed this new information back into the system for penetration analysis and generating response curves.

IRE Marketing Warehouse System Architecture

IRE Marketing Warehouse System Architecture

The IRE(TM) Marketing Warehouse System Architecture

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Supported Database Platforms	Supported Client Operating Systems
Sybase	Windows95
Informix	Windows 3.1 and above
Oracle	.

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