Implementation of Slowly Changing Dimension to Data Warehouse to Manage Marketing Campaigns in Banks

• Main Authors: WANG, Lihui, CHOY, Junyu, CHEONG, Michelle L. F.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2013
• Subjects: Banks; data warehouse; marketing; customer relationship management; MITB student; Artificial Intelligence and Robotics; Marketing; Operations Research, Systems Engineering and Industrial Engineering
• Online Access: https://ink.library.smu.edu.sg/sis_research/1676; https://ink.library.smu.edu.sg/context/sis_research/article/2675/viewcontent/SCD_20130av.pdf
• Institution: Singapore Management University

Management of updating and recording campaign leads in data warehouse of any banking environment is complex especially with multiple campaigns are active simultaneously. As a way to avoid overly contacting customers for sales-based marketing contacts, the concept of Recency Frame is introduced to “l...