Abstract
Many companies and organizations face the common problem illustrated in Figure 1.1. The challenge is to take data from the real world and convert it into a model that can be used for decision making. For example, the model can be used as a tool to drive campaigns. The purpose of these campaigns is to affect the real world in a positive way from the perspective of the organization running the campaign. The general process is to collect data from a number of sources, then integrate that data into a consistent and logically related set of data. The integrated data is stored in a repository. This repository is often called a data warehouse and is often stored in a commercial relational database. Using the data, mathematical techniques, and algorithms, a model of the real world is constructed to support the decision making process. A variety of campaign management tools then use the model to drive campaigns executed in the real world.
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Talley, T.M., Talburt, J.R., Chan, Y. (2009). Introduction. In: Chan, Y., Talburt, J., Talley, T. (eds) Data Engineering. International Series in Operations Research & Management Science, vol 132. Springer, Boston, MA. https://doi.org/10.1007/978-1-4419-0176-7_1
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