Analyzing Source Document Input
Oracle Tips by Burleson Consulting
The Data Warehouse Development Life Cycle
ANALYZING SOURCE DOCUMENT INPUT
GUTTBAUM’S GROCERY CLUB CARD
In order to capture information about each customer at the point of
sale, it is necessary for each customer to identify themselves to
the system. But, how can Guttbaum’s identify their customers? To
create an information base, the Information Systems analysts
sponsored a survey of characteristics among Guttbaum’s customers.
The results of the survey are shown in Table 3.1.
Payment Method Pay by check
Pay by credit card
Pay with cash
Coupon Usage Use in-store sales promotions
Use manufacturer’s coupons
Table 3.1 Results of Guttbaum’s customer survey.
So, if we examine the characteristics in Table 3.1, it becomes
apparent that Guttbaum’s could identify 80 percent of their
customers if they required customers to use a special card when
paying by check or credit card. In addition, more of the cash
customers could be identified if Guttbaum’s encouraged customers to
use a card to take advantage of in-store price specials. Guttbaum’s
estimates that capturing customer information at the point of sale
will add millions of dollars in additional revenue by providing
* Target coupon mailings to specific customers.
* Analyze customer spending patterns, thereby enabling each store to
stock according its particular customer base.
* Eliminate the need to place store coupons in newspaper
Because of these compelling benefits, a new club was formed called
the Grocery Club. Starting on a specific date, a Grocery Club Card
would be required for a customer to pay for purchases by check or
credit card. The Grocery Club Card would look just like a credit
card, and it would be “swiped” at the checkout counter. In addition,
all in-store promotions would be exclusively for Grocery Club
members, thereby providing an incentive for casual shoppers to get a
Grocery Club Card to take advantage of in-store sales.
This is an excerpt from "High Performance
Data Warehousing", copyright 1997.
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