Q: A company wants to deploy a campaign management tool but does not have a data warehouse or data mart. Some vendors offer an embedded data mart in the campaign management tool (SAS for example). Is that a good approach - to run a campaign without building a data warehouse or a data marketing data mart? We have a full copy of all source databases which is refreshed every day. We don't need real-time access - 24 hour delay is okay with the business.
Sid Adelman's Answer:
If you need a campaign management system up quickly and the vendor can provide a campaign management data mart and since you have no expertise with data warehouses, I'd go with the vendor solution.
Chuck Kelley's Answer:
Generally, I would say you should build a data warehouse and/or data mart. However, SAS's campaign management tool provides that data mart level, so I think that would be sufficient. As long as the refresh does not blow away the data that you are storing, it should be fine.
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