As CRM grows in importance in the e-economy, what do you perceive to be the market perception of data warehousing/data mining? Are companies informed about the potential of data mining? Are they educated (knowledgeable) about it? Or are they still struggling with what it all is and how to take advantage of it?


Chuck Kelley’s Answer: At the moment, it is unclear (to me!) how to implement a CRM system without a data warehouse. Advances in technology may allow us not to need a data warehouse, but that will just turn our transaction systems into data warehouses (which I believe is not a very good thing, regardless of the press (advertising) to the contrary).

Today, I still believe that data warehouses are being used more for validation than for exploration. Why? Because we are not allowing, teaching or giving people the time to think. One of the hardest questions I get is, "How do you change an organization to have a culture of analysis?" I do not have a good answer. Companies have seen all the glitz and glitter about data mining and know all the success and horror stories associated with them. As you suggest, they are struggling with how to might take advantage of it.

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