Guide To Implementing Business Intelligence – 3. Business Intelligence Tools & Solutions
September 22nd, 2009
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The customer relationship management (CRM) and business intelligence can sometimes conflict because your CRM tool has your customer activity from a sales perspective, and your data warehouse has you customer activity from an operational perspective in it, so these two systems double up the information required to do their respected jobs, this means the CRM system will have prospects and sales and marketing data in it that usually will not end up in your data warehouse (because it isn’t interested in the mailing lists you procure, and the vast amount of data that you’re marketing to), it’s more interested in what the business is doing with operational information.
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