The success of the first phase of the data warehouse has paved the way for future expansion.
In the second phase, sales from the corporate Web site and small business channels will be included in the data warehouse.
The second phase moves CompUSA another step closer to its plan to bring together data from all areas of the business to get to a single view of the customer.
By deploying analytical capabilities to the advertising and marketing teams, integrating the results of click-stream analysis from the corporate Web site, and implementing a customer loyalty program, CompUSA hopes to better understand who its customers are.
With this type of information, the behavior of customers can be understood, and the company can take steps to enhance customer service opportunities.
Summary
In a six-month period, CompUSA was able to take mountains of data that was inaccessible at a practical level and transform it into information that executives and managers could use on a daily basis. Actions can now be taken not only to reverse the effect of downward trends but also to reinforce practices that lead to increased sales and improved margins. As CompUSA continues to expand the capabilities of the Business Analytics Data Warehouse, the net result will be a stronger bottom line for the company and a superior experience for its customers.
Thursday, June 25, 2009
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