European companies that use data warehousing for business decision making are leaving out a key piece of company information – data gathered by their Web sites. While 89 percent of IT executives in the United Kingdom, Germany and France say their firms collect data from their Web sites, a recent survey by Teradata, division of NCR Corporation shows that this information is not included in their decision-support data warehouses. The survey, conducted in February by U.S. online research firm BuzzBack, also shows that 72 percent of European firms use databases or data warehousing to support business decision making focused in the areas of sales, marketing and finance.

"Many companies originally kept their online operations separate from the rest of their business and, therefore, created isolated data marts for their Web data. Now the trend is for companies to operate in a click-and-mortar model so Web data should be a key part of their overall view of the business," says Mike DeBrosse, vice president of e-business marketing for Teradata. "Companies that ignore the wealth of information in their Web data will be facing a competitive disadvantage."

By integrating Web data with more traditional company information such as finance, sales, customer service and marketing, companies can more quickly identify sales trends and track results of marketing campaigns. By analyzing clickstream data, companies can also understand what products and services customers and prospects browse and research.

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