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• W1501262451 abstract "This study uses a previously validated diffusion model to explore the experiences of one large health care payer in its implementation of a corporate data warehouse to support the marketing function via CRM applications. The organization invested significant time and other valuable resources on its data warehouse applications, but perceived that the warehouse was underutilized by the marketing function. Current estimates indicate that as many as 70% of CRM implementations have failed and the figures for data warehouse applications are not much better (Nelson and Eisenfeld 2002). Using a case methodology as noted in Lee, et al. (1997) and five focus group sessions with twenty-one marketing, information systems and strategic managers, we documented and tracked the data warehouse implementation process. Qualitative data were, then summarized and coded using two independent coders. Our findings suggest that the ability of marketing to use the system for its functional needs, information quality and the internal training were factors that ranked highly in term of significance to implementation success and often failed to meet users’ expectations. In particular, the data and analysis needs of the marketing function were not necessarily consistent with the concept of a corporate data warehouse. Marketing managers have special data needs, such as external data and data about prospects, not just current customers. This additional data is not always kept in the data warehouse. When data were available, marketing managers/users questioned its quality and found data warehousing data analysis tools difficult to use. While the users agreed that the data warehouse could have economic benefit, this company discovered, through this research, that data warehousing technologies implemented to meet strategic corporate and IT objectives can be less than successful. Our research suggests that data warehousing implementations that fail to adhere to marketing analyses (including data quality), business intelligence and functional support needs will not gain and sustain the benefits normally associated these technologies. In sum, the challenge remains for practitioners to migrate data warehousing applications from operational, financial, accounting and production functions to value-added marketing and strategic functions." @default.
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• W1501262451 date "2002-01-01" @default.
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• W1501262451 title "IMPLEMENTING THE CORPORATE DATA WAREHOUSETO SUPPORT CRM APPLICATIONS" @default.
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