Data Warehousing: The Route to Mass CommunicationISBN: 978-0-471-96328-8
Paperback
228 pages
July 1996
This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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Though companies have amassed an enormous amount of data, they haven't always been able to use it because it is unstructured, unintegrated, or polluted. This book shows how to transform this vast pool of data into information of strategic significance. Taking up where database marketing leaves off, it offers practical ideas for businesses to realize staggering response rates from mailings, focused marketing campaigns, and more.