Business Services Industry
How Hanover got its data warehouse to do its work.(Nuts and Bolts)(Hanover Direct)
Target Marketing, September, 1999
Three wears ago Hanover Direct. marketer of such well-known catalog titles as Domestications, The Company Store, Tweeds and International Male, had a data warehouse up and running. The problem was it couldn't do much with it.
"We wanted to get out three basic reports - the top 20 products, top customers and a customer ranking - and even that basic information was like pulling teeth," recalls Morris Cohen, vice president, data warehouse business systems.
Cohen, who came on board at Hanover after the warehouse was built, knew that the company's larger goal for utilizing the data warehouse was customer relationship management (CRM) - in effect, to "learn more about our customers, the products they were buying and any relationships between the two."...
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