ABSTRACT
Ten years ago, data warehousing was largely unknown. Today, many companies are receiving considerable business value from their warehousing efforts, as seen in the following examples:
• First American Corporation (FAC), a regional bank located in the Southeast, lost $60 million in 1990 and was operating under letters of agreement with regulators. A new senior management team developed a customer intimacy strategy with a data warehouse at the heart of the strategy. Using warehouse data, FAC was able to determine the profitability of all of their clients and products; develop programs to attract, maintain, and enhance their customer base; create profitable new product and service offerings; and redesign their distribution channels to increase profitability and better meet customers’ needs. Data warehousing helped FAC to become a profitable, innovative leader in the financial services industry.
