San Diego Gas & Electric (SDG&E) is a major energy supplier to San Diego and southern Orange counties. SDG&E prides itself in offering innovative service to customers--features such as the company's seven-day, 24- hour toll-free hotline have earned SDG&E 95 percent customer satisfaction rankings for the past five years.

The specter of deregulation, due to go into effect in 1998, is motivating the entire utilities industry to find innovative ways of maintaining and expanding market share. For SDG&E, this meant investigating, prototyping and deploying decision support data marts to serve the company's various divisions. The first, a proof-of-concept data mart for the marketing division, was completed in October 1996.

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