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Can you run a marketing campaign without a data warehouse or data mart?

Q: A company wants to deploy a campaign management tool but does not have a data warehouse or data mart. Some vendors offer an embedded data mart in the campaign management tool (SAS for example). Is that a good approach - to run a campaign without building a data warehouse or a data marketing data mart? We have a full copy of all source databases which is refreshed every day. We don't need real-time access - 24 hour delay is okay with the business.

Sid Adelman's Answer:

If you need a campaign management system up quickly and the vendor can provide a campaign management data mart and since you have no expertise with data warehouses, I'd go with the vendor solution.

Chuck Kelley's Answer:

Generally, I would say you should build a data warehouse and/or data mart. However, SAS's campaign management tool provides that data mart level, so I think that would be sufficient. As long as the refresh does not blow away the data that you are storing, it should be fine.

Sid Adelman is a principal in Sid Adelman & Associates, an organization specializing in planning and implementing data warehouses, in data warehouse and BI assessments, and in establishing effective data architectures and strategies. He is a regular speaker at DW conferences. Adelman chairs the "Ask the Experts" column on www.dmreview.com. He is a frequent contributor to journals that focus on data warehousing. He co-authored Data Warehouse Project Management and is the principal author on Impossible Data Warehouse Situations with Solutions from the Experts and Data Strategy. He can be reached at (818) 783-9634 or visit his Web site at www.sidadelman.com.

Chuck Kelley is an internationally known expert in database and data warehousing technology. He has 30 years of experience in designing and implementing operational/production systems and data warehouses. Kelley has worked in some facet of the design and implementation phase of more than 50 data warehouses and data marts. He also teaches seminars, co-authored four books on data warehousing and has been published in many trade magazines on database technology, data warehousing and enterprise data strategies. He can be contacted at chuckkelley@usa.net.

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