CRM A Study on the Datawarehousing build_up methodology for CRM System :

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1 CRM A Study on the Datawarehousing build_up methodology for CRM System 2000

2 CRM A Study on the Datawarehousing build_up methodology for CRM System :

3 2 2 20

4 CRM CRM,,,, CRM CRM CRM,,, CRM 2,

5 Abstract This research said that what was the CRM system and was composed to in making a distinction between operational system and analystic system It was indicated that operational system s data was connected to datawarehouse through image of datawarehousing And it was defined about conception, characteristic, structure and technique of datawarehouse and datamining madeup for datawarehousing This research presented that firstly domestic CRM solutions was analyzed and they had their own properties It must make a choice of proper solution through business category and job s property as considering it in building system And it indicated primary factors which was in need of CRM solutions for making a success of building CRM system It showed the reason of them as well Moreover it was selected two companys which announced methodology of building datawarehousing It presented differences between them by comparing and estimating their own methodologies And then it showed why was the need of standardization and unified scheme In additional, guide for method of constructing datawarehousing was showed and the methology of building datawarehousing by them was rearranged Through the analysis which were selected two domestic companys in built CRM system with the same contents, it was indicated the difference between them by comparing and estimating their own elementary technique, item and methods It was showed the necessity of standardized and unified methodology

This research presented that firstly domestic CRM solutions was analyzed and they had their own properties It must make a choice of proper solution through business category and job s property as

6 CRM( Customer Relationship Management ) 15 1 CRM 15 2 CRM 16 3 CRM 18 4 CRM

8 [1] 25 [2] CRM 30 [3] CRM 32 [4] 40 [5] 41 [6] 42 [7] OLAP 43 [8] 44 [9] 45 [10] 46 [11] S 55 [12] S 56 [13] S 57 [14] S Scoring Spec 58 [15] T 61 [16] S T 65 [17] S T 66

9 [ 1] 13 [ 2] CRM 17 [ 3] CRM 18 [ 4] / 19 [ 5] CRM SFA 20 [ 6] 21 [ 7] CRM 22 [ 8] 24 [ 9] OLAP 26 [ 10] OLAP 26 [ 11] 27 [ 12] 35 [ 13] OLAP 37 [ 14] CRM [ 15] [ 16] [ 17] S 56

10 [ 18] S 58 [ 19] S 59 [ 20] S 59 [ 21] T 63

11 1 1 CRM CRM CRM (One-Stop Service) End-to-End CRM CRM,, 3 CRM,, CRM CRM CRM CRM

12 2 (Product Leadership), (Operational Excellence), (Customer Intimacy) (Operational Excellence),, 1% CRM CRM, [ CRM ],, 20006, [ CRM ],,

13 CRM CRM [ 1] CRM CRM CRM CRM IT, [ CRM ],

14 CRM CRM CRM

15 2 CRM( Customer Relationship Management ) CRM CRM CRM CRM CRM CRM 1 CRM(Customer Relationship Management) 1970,,, Mass Marketing (Segmentation Marketing), (Niche Marketing) (Target),, [ CRM ], (

1970,,, Mass Marketing (Segmentation Marketing), (Niche

16 1990,, IT, Marketing,,, Individual Marketing, One-to-One Marketing, Relationship Marketing CRM(Customer Relationship Management) 2 CRM CRM, Marketing,,,, [ CRM ], SAS Communication Vol2, 1998 NCR CRM, [ CRM ],

17 / CRM CRM [ 2] CRM CRM,,,,, CRM (Relationship) LTV(Life Time Value) CRM, ( ) (TM, DM,, CM ), CRM Hardware, DB, Tool, Tele Marketing,,, (sales support), Internet Cyber Marketing, [ CRM ], SAS Communication Vol2, 1998 NCR CRM, [ CRM ],

18 3 CRM CRM CRM DSS CRM FM, MIS, CIM,, OLAP CRM / CRM Logic OLAP Quary [ 3] CRM 1 CRM CRM, SFA(Sales Force Automation) CRM, [ ecrm ],

19 Outbound Call Inbound Call,, DM,, Sement History History,, / [ 4] / CTI(Computer Telephony Integration), Call Traffic, Call, Call Transfer SFA(Sales Force Automation) ' ' SFA, PBX,, (, DM,,,, ), PC Server

20 CRM Shopping Mall ( ) CRM CTI Telemarketing (Customer or Consumer) SFA Marketing Data Warehouse Mobile SFA (Customer :, ) SFA Server SFA Notebook SFA Main Database PDA SFA Interface Database Sales Data Warehouse ERP Interface R & D [ 5] CRM SFA CRM (, ) ( ) CRM 1 ERP, SFA Source Data Warehouse 2 3 DM( ), [ CRM ], [ ecrm ],

PDA SFA Interface Database Sales Data Warehouse ERP Interface R & D [ 5] CRM SFA

21 SFA CRM CRM SFA Data Warehouse SFA Data Warehouse CRM SFA Database,,,, Segment, FeedBack(, Actual Cost ) / [ 6], [ CRM ],

22 2 CRM CRM (semistructured or unstructured problem) Data Base Data Warehouse Database Marking Data Warehouse Data Mining [ 7] CRM CRM CRM OLAP,,, CRM, [ e_crm ],

23 ( 1 ) / transaction,, Data (Subject Oriented) (Integrated) (Non-volatile) (operation), (loading),,, (Operational System) "

24 (Time Variant) (access) "(Snap Shot)" ' ',,,, RDB MDB(Multi Dimensional Database) RDB RDB RDB MDB / OLAP MDB [ 8] WHInMon, [ What is DataWareHouse? ],

25 CIO, [ ],, 19994,,,, [1] OLAP OLAP(On Line Analytical Processing)OLTP OLAP,, ( ) ( ),, OLAP OLTP OLAP, [ CRM OLAP ], Management Consulting,

26 (Information Source) (Information Broker) (Information Consumer) OLAP (Information Source) (Information Consumer) [ 9] OLAP OLTP(On Line Transaction Processing), OLAP (GUI ) [ 10] OLAP OLAP, OLAP MOLAP, ROLAP, DOLAP, HOLAP

27 ( 2 ) [ 11] Computer Science, MIS, Statistics Computer Science,,,,

28 MIS (Management Information System) Statistics (Data Analysis) ( Model Selection ), (Statistics), (Computer Science), (Artificial Intelligence), (Engineering),,

29 ,, (Decision Tree) DM (Prediction), [ CRM ],, [ ],

30 Meta Group, [ ],, CRM 1 CRM 50 CRM CRM / OFSA CTI SFA ERP CTI HP, SAS, HP CTI, SAS 3, IBM & & (CTI ) DSS CRM CRM SAP SAP CRM SFA,DW,EC CRMS [2] CRM Business> ( ) < : IT

31 CRM CRM CRM CRM CRM CRM Contact Management Sales Pos Automation CRM SAS NCR CRM CRM CRM CRM,,, CRM CRM CRM CRM CRM

32 2 CRM,,,, CRM CRM, CIO CRM CRM( ),,,,,,,,,,, CRM (ROI)100%, 1 CRM IT AMR 2000 CRM %

33 [ 3] CRM CRM,,,, ETT( Extract Transform, Transport ) ETL( Extract Transformation Load ),,,,,,

34 , OLAP( On Line Analysis Processing ),,,,, CRM,, CRM,,, CRM

35 1992 ( inmon) DSS(Decision Support System), EIS(Executive Information System), WHInMon, [ ],, [ ], / CRM, , [ ],

36 NCR, [ CRM ], MIS(,,, ), ERP, CRM( ), CRM Data Warehousing ( DB) OLAP( ) DB [ 12] < : R Kimball, "The Database Market Splits, "DBMS Magazine, >

37 [ 13] OLAP [ OLAP DW ],

38 ,,, royalty $$$ Action, DM / TM, Sales Promotion Business Decision Knowledge Information (, OLAP) Data [ 14] CRM OLAP, DB OLAP TOOL OLAP OLAP, OLAP Postech, [ DataMining process ], 2000 posmis

39 3 CRM CRM / CRM, CRM

41 ,,,

42 CRM CRM CRM A B CRM,,, CRM OLAP

43 OLAP, OLAP / / DM/TM Fraud detection /

44 - 44 -

45 - 45 -

46 - 46 -

51 - 51 -

52 CRM,,,

53 - 53 -

54 [ 16]

55 DBM - CRM - - Pilot Project - (SAS, UNIBOSS), DW CRM [ CRM ], DB

56 ( ) (OLAP) ( ) Profile Data Feedback

57 - 57 -

58 CHI-SQUARE,, SCORING - Logistic Regression - Stepwise - Feedback

59 DB CRM S (win-win) DB,PC, DM, Source / DB DB Score / / Meta Data Meta Data

60 2 T T,,, BPR,, T, ( ), (risk), (Score) ,,,,,,,,,,, [ CRM ], DB

61 ,,, T profile, /,, (Segmentatin), (Targrt),,, /,, Importing,, profile,,,,,,,,, /

62 [ 15] T, profile,,,,,,,,,, Trouble Ticket,,,,

63 Call Center( Outbound Call) Mailing Center(DM ), (WEB : / ) [ 21] T T,,, Target ( ), DW, DW,, (, ), 2 S

64 Source,,,,,,,,, 10 S DB, Capture, /, Meta Data,, Profile,, OLAP T,,,,

65 , DB (OLTP) ETT( ), OLAP S T Source,,,, / / / [16] S T

66 ,, OLAP S T Scoring [17] S S

67 - 67 -

68 CRM CRM CRM CRM CRM CRM CRM CRM CRM CRM

69 3 CRM,,,,, CRM (Relationship) LTV(Life Time Value) CRM, ( ) (TM, DM,, CM ), CRM Hardware, DB, Tool, Tele Marketing,,, (sales support), Internet Cyber Marketing CRM CRM CRM

70 [ ] [ 1 ], [ CRM ], [ 2 ], [ e- ecrm ], [ 3 ] NCR, [ CRM ], [ 4 ] 1998, [ ] [ 5 ], [ e_crm ], [ 6 ], [ OLAP ], [ 7 ] WHInMon, [ ], [ 8 ], [ CRM ], [ 9 ],, [ CRM Com ], 21 [ 10 ], [ CRM ], [ 11 ], http : //wwwdatasciencecokr [ 12 ] 21, http : //wwwhuman21new21org/datamining [ 13 ] DB, http : //wwwdbsworkr [ 14 ], http : //wwwdpcorkr/dbworld/document/9903 [ 15 ], http ://wwwgdsystemcokr/services [ 16 ] SDS, http ://samsungsdspekr/crm [ 17 ], http ://wwwmarketinginfocokr/m_service [ 18 ], http ://wwwprismdbcokr/database [ 19 ] DMS_LAB, http ://wwwdms_labcokr/client [ 20 ] GOCRM, http ://wwwgocrmnet/login [ 21 ] CRM, http ://wwwcrmparkcom [ 22 ], http ://wwwitbizcokr/news/enter [ 23 ], http ://statsoongsilackr/~yhkwak [ 24 ] 88, http ://brain88interpia98net

歯목차45호.PDF

歯목차45호.PDF CRM CRM (CRM : Customer Relationship Management ). CRM,,.,,.. IMF.,.,. (CRM: Customer Relationship Management, CRM )., CRM,.,., 57 45 (2001 )., CRM...,, CRM, CRM.. CRM 1., CRM,. CRM,.,.,. (Volume),,,,,,,,,,