ABSTRACT
This chapter looks in detail at the key elements of a CRM technology stack – the ecosystem made up of multiple individual components that address the requirements of a data-driven environment. It specifically looks at data sources, software for data analysis, data visualisation, data warehousing, and campaign management. A discussion introduces the concept of a bespoke build versus off-the-shelf solutions to warehousing and summarises the extract, transform, and load (ETL) process, the stages that data goes through as it moves from one system to another.
The case study looks at the San Antonio Spurs’ approach to developing a CRM ecosystem with specific focus on the development and implementation of their data warehouse.
