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1. CRM Analysis Requirement2. Design Rationale for the Fact Tables

3.

Design Rationale for the Dimensions

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Relevant analyses in CRMCustomer profitability analysisChurn analysis

Channel analysisProduct profitability analysisCustomer scoringCampaign management

Understanding how the data analyses are used bythe business users

Collected information are decomposed into datapoints that are needed to support the analyses

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Profitability FactTable

RevenuesCustomer relatedcosts (distribution,marketing,overhead, product)

Future Value FactTable

expected grossrevenue & costsexpected purchasingfrequencyprobability ofgaining additionalvalue etc .

Computation thefuture lifetime value

Customer ServiceFact Tables

Information About

each interactionwith the customerCost of interactionTime to resolve thecomplaintCount of customer

satisfactionComputation of

total historical value

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Dimensions are important for DW ²Allow users to browse the content of DW

Some types of dimensions require specialtreatment

Following is the types of dimensions andtheir special treatment:

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Bu si essc es

CRM processc es

periodic lly

He ce, timeis i ere t

p rt ofbu si esssystem

T ereforetime

dime sioeeded i

DW

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Tuple Versioning (Row Time Stamping) . Used for recording changes in:

Active state of a dimensionValue of attributeRelationships

Attribute Versioning- A single temporalobject stores all changes of the object

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Contains attributes whose

complete historical valuemaintainedSubject to discontinuous existenceThen we create a separatedimension - existence dimensionas outrigger tablesHelps in state duration queries

If thedimension:

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Mini-Dimensions

Created when adimension containsattributes likely to

change at differentratesImplemented as minidimensions to allowuser to readily browsethe fact tableAlso, the history of

changes in thecustomer·s behaviorscores stored as part offact table allowingrobust analysis withoutperformance hit

Customer Dimension

Customer is mostimportant in any CRM .

Direct relationshipbetween Customerdimension and otherdimensionsThis is done to allowuser to readilydetermine the mostcurrent values for

various parameters

Other Dimensions

Household Dimension& Extended householddimension

To analyse potentiallines of influence

Other Dimensionsbased on analysisrequired on fact table

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B ased upon minimum design requirements