Your CMO, LLC
Home  
Biography
See more testimonials
Services
Solution Examples
Your CMO Recommends
White Papers
Contact Your CMO

Creating a Data Warehouse


Challenge: Consumer data was stored in unconnected legacy system information "silos," preventing it from being efficiently used for marketing purposes. Needed to justify funding for an industry-standard data warehouse and then build it.

Actions: : In concert with Chief Technology Officer, identified data warehouse capabilities, then talked with various departments to identify and quantify benefits these capabilities could generate. Created construction plan and budget, obtained Executive Board approval to $5 million expenditure, and worked with Information Services to build and staff a Data Warehouse, including the hiring of a Director of Database Management.

Results: In the five years of the data warehouse's existence, company earned a $31M, 600%+ROI on the money invested, went from "policy-level" to "household-level" architecture, and enabled the company's Customer Relationship Management (CRM) efforts.