Steve would like to thank Paul Becker, president of Quaero Corp., for contributing this month's column.
Last month we discussed how the design of marketing databases differed from other data warehouse designs. This month we address a closely related topic, the process for updating the content of a marketing database. In data warehousing parlance, this process is known as extract, transformation and load, and commonly referred to as ETL. Figure 1 shows the nine fundamental steps in the marketing database ETL process.
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