Deck 6: Technology and Data Platforms

Question 1

What are some of the characteristics of a database marketing environment?

Answer 1

Individuals, dialogue, feedback, segmentation, forecasting, segment market research, batch and real-time processing.

Question 2

What is an operational data store?

Answer 2

An operational data store, or ODS, is a data repository or database that is designed for quick read/write access on demand to and from multiple sources and via different types of technology.

Question 3

What are the three major business component areas relative to CRM?

Answer 3

Collaborative, analytical, and operational.

Question 4

What is the main business activity in a CRM analytical environment?

Question 5

Relative to CRM, what software is adopted by companies to manage their operational environment for the purpose of ensuring efficient flow of customer-related information?

Question 6

What is computer telephony?

Question 7

What is a screen pop?

Question 8

Explain the differences between an ODS, DW, and a data mart.

Question 9

Explain the purpose of a Logical Data Model?