Constructing Analytical CRM System Based On Support Of Data Warehouse

In the face of challenge of knowledge economy ,competition of market is becoming more drastic, discovering, winning and retaining customers is a important and necessary condition for enterprise surviving in circumstance of knowledge economy .Sale strategy of enterprise is also gradually changing from "products as centre" to "customers as core", therefore many domestic and overseas companies begin to put forward and implement CRM project. Affronting these decisive analytical problems such as detecting important customers , purchasing analysis of different kind of customers , sale state of different products and districts that leadership often pay more attention to ,however conditional operational CRM is difficult to give objective solutions.In the case, Introducing the data warehouse (Data Warehouse, for short DW) that is intact, accurate and unifying the visual angle the datum platform in CRM ,and translate really conditional CRM into analytical CRM that answer enterprise attentive problem, has already become inevitable. It can make the data of rank of the same grain size in CRM build CUBE, turn into knowledge, makes it really become the basis of decision, have become foundation and core of analytical CRM too. Through an analysis of CRM goal, this text research demand and design of data warehouse , set up key procedure of data warehouse and how structure the data warehouse system facing CRM, realize a instance finally. This text has done the following work mainly in this instance: Constructing and maintaining data warehouse, changing data of warehouse , OnLine Analysis Process(for short OLAP) multidimensional display of analysis result.Constructing analytical CRM based on DW, enterprises and trade company cancollect information extensively, adopt OLAP and the data excavate technology to the statistical analysis of carrying on multidimension degree and level of information, adopt different sales tactics to the customer of the different kinds of and area pointedly, offer more individualized, the service of melting thoroughly , thus earnsuccess for enterprise.