Fingerhut: Marketing for Survival

http://www.cio.com/archive/041598_finger.html
http://www.fingerhut.com

This April, 1998 article from CIO discusses how Fingerhut Corp. uses its data warehouse as a critical marketing tool.

Questions:

1. Give examples of the types of information Fingerhut gleans from its data warehouse.

2. Explain why you believe the data warehouse discussed in this case is different from a typical transaction database of the type discussed in Chapter 4.

3. What type of training is provided to Fingerhut's marketing and IT staff in relation to the data warehouse? Explain why you believe this training is similar to or different from statistical training in a typical business degree.

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