Microsoft Business Intelligence Architecture creates new marketing potential

An intelligent analysis of customer and online user data enables targeted and customer-oriented marketing. The prerequisite for this is that the implemented data structures and selected analysis methods and BI tools are coordinated with each other and fit together well. A medium-sized publishing company used the DWH and BI architecture introduced in 2013 to expand its data-based marketing activities. As in the previous BI projects, noventum's consultants were also responsible for developing a data model for marketing, which will also serve as a central basis for future analytics requirements.

The customer is a leading specialist publisher and sells databases, software, magazines, books and seminars.

BUSINESS INTELLIGENCE SUPPORTS EFFICIENT DIGITAL MARKETING

For the marketing department of the publisher, the collection, coordination and processing of data, with the help of which control and decision-relevant findings for marketing and sales were to be obtained efficiently, posed a major problem. Whether through campaign management or online shops, the increasing digitisation of marketing and sales channels has led to an increase in the volume of data and the number of relevant, operative systems to an unmanageable level ...

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