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Implementation Of Slowly Changing Dimension To Data Warehouse To Manage Marketing Campaigns In Banks, Lihui Wang, Junyu Choy, Michelle L. F. Cheong
Implementation Of Slowly Changing Dimension To Data Warehouse To Manage Marketing Campaigns In Banks, Lihui Wang, Junyu Choy, Michelle L. F. Cheong
Research Collection School Of Computing and Information Systems
Management of updating and recording campaign leads in data warehouse of any banking environment is complex especially with multiple campaigns are active simultaneously. As a way to avoid overly contacting customers for sales-based marketing contacts, the concept of Recency Frame is introduced to “lock” the customers who are targeted in Sales-based campaign for a specified time period. During this Recency Frame, the customer cannot be targeted by other Sales-based campaign under the same channel. This approach increased the difficulties of managing the customers’ data with proper data updating and storing and procedures have to be placed and made sufficiently robust …
Why The Dog Ate My Newspaper!, Singapore Management University
Why The Dog Ate My Newspaper!, Singapore Management University
Perspectives@SMU
Singapore Press Holdings (SPH) rolls out its ‘Peel and Taste’ campaign. Multi-sensory marketing campaigns — which integrate at least one of the five senses into the marketing programme — are here to stay in the marketing industry, says Geoff Tan, SPH’s senior vice president and head of Strategic Marketing, of the trend which could see readers (or the family dog retrieving the paper) getting a taste of newly-launched food products in their favourite newspaper.