As enterprises recognize the value of custom-tailoring their marketing efforts to individual customers, the data warehouse becomes an invaluable tool. Mary Peterson's article entitled, "1 to 1 Marketing: A Win/Win for IT and Marketing," explains the importance of a customer-centric data warehouse for this marketing approach and the impact on the IT infrastructure.
In his monthly columns, Larry English has made all of us aware of the importance of data quality and the problems that can arise from poor quality data. In addition to Larry's column, be sure to read "Ensuring Data Quality through Data Stewardship" by Claudia Imhoff. She explains the role of data stewards in defining, integrating, cleansing and synchronizing the data coming into the data warehouse from the myriad of operational systems producing data throughout the corporation.
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