David Poirier, CIO of Hudson's Bay Company said, "We [Hudson's Bay Company] had all kinds of data in different places. We didn't have a single view of the customer until we focused on finding one method to manage relationships with our customers." What would Hudson's Bay use to profile customer segments for better CRM marketing efforts?

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A data warehouse would be the best option for profiling customer segments for better CRM marketing efforts. A data warehouse is a central repository for all types of data from various sources, including transactions, customer interactions, and demographics. By consolidating this data, Hudson's Bay can create a comprehensive view of its customers' behavior and preferences, leading to more effective CRM marketing efforts. The other options (data mart, customer information system, and data mining system) may play a role in this process but the data warehouse provides the comprehensive view needed for effective profiling of customer segments.

David Poirier, CIO of Hudson's Bay Company Said, "We [Hudson's