Practical implications

The chief contribution of this research is in identifying the major components of an overarching model to understand how a corporate data warehouse can be best implemented for use by marketing, particularly the factors of intra-organizational trust, trust in the data, data quality and an understanding of the marketing functions needs. While trust has long been considered a factor of importance in inter-organizational relationships between marketing vendors and their customers, trust needs to be applied in the intra-organizational context to provide an understanding of which factors can facilitate success in the field of data warehouse applications for marketing.

This study indicates that marketing applications must be considered carefully before the data is developed for a data warehouse if marketing is going to use the CDW for CRM and other marketing purposes. Marketing functions tend to use data that is in some cases different from the rest of the organization, including looking at past-customer data, lost-customer data and outside information sources. Because marketing is driving the future of the organization through using a variety of primarily customer-based data sources and not reporting upon its past using financial information, the factors predicting success of marketing's use of a CDW are different than the factors that predict implementation success for other types of systems applications.

These findings have been presented to the top management at the health care organization studied. The organization had not previously considered the relationship between the quality and trust dimensions discussed herein and had not realized that marketing did not perceive its needs were being met. The organization is addressing these issues.

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