Pacific Bell Video Services (PBVS), a three-year-old subsidiary of Southwestern Bell, offers individuals the best of cable and satellite television services by combining local programming access with the quality and selection offered by traditional satellite services. They accomplish this task by transmitting the television signals to home satellite dishes by means of a land-based antenna instead of remote satellite. Today their services are available in the Los Angeles and Orange County areas.

As a new business with a unique service offering, Pacific Bell Video Services sought to make their direct mail promotions as highly effective as possible by improved target marketing and rapid promotion tracking. Therefore, in 1997 Pacific Bell Video Services began their planning process to deliver data warehousing capabilities to their customer care agents and marketing professionals. To better penetrate their current marketplaces and rapidly extend their client base in additional markets, they required detailed information on market demographics and buying patterns.

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