Chapter 2 - Business-to-Consumer Data Warehousing

Abstract

This chapter discusses how data warehousing can best be applied to business-to-consumer (B2C) settings. The chapter covers various types of B2C business models. It discusses how data warehousing should be used as part of B2C business operations. The two main categories of data warehouse usage are customer-focused business intelligence and operationally focused business intelligence. It further extends the transactional usage of customer analytics towards real time transactions such as knowledge-driven shopping-time suggestions. Building a bidirectional data warehousing environment where services are provided to customers and prospects helps in overcoming consumer backlash to collection and sale of data. It takes solid business strategy and solid business intelligence about “all” parts of the company's operations—those that are customer facing as well as those related to operations. That solid business intelligence can be delivered by implementing a sound data warehousing strategy that is closely aligned with the company's current business operations and future direction.