Case Study: 1. Consider that Sears is maintaining their data warehouse to the in

Question

Case Study:

1. Consider that Sears is maintaining their data
warehouse to the individual transaction level. What
are the advantages and disadvantages of this data
storage strategy? If you were CTO, what data
analyses could you accomplish with detail data as
compared with aggregated data? Be specific.
2. The adoption of smartphone technology and
mobile applications are expanding. Think about
your experience of using your smartphones in a
retail environment. What functions and features
would you consider important for retailers to
implement for cross-channel marketing?
3. The airline industry has used historical informa-
tion for decades in order to determine pricing for
airfares. Could the availability of historical data
and price point modeling create dynamic price
changes? Discuss the pros and cons of this
initiative.

Explanation / Answer

In an individual transaction level approach, transaction data are partitioned into "facts", which are generally numeric transaction data, and "dimensions", which are the reference information that gives context to the facts. For example, a sales transaction can be broken up into facts such as the number of products ordered and the price paid for the products, and into dimensions such as order date, customer name, product number, order ship-to and bill-to locations, and salesperson responsible for receiving the order.

A key advantage of this approach is that the data warehouse is easier for the user to understand and to use. Also, the retrieval of data from the data warehouse tends to operate very quickly.Dimensional structures are easy to understand for business users, because the structure is divided into measurements/facts and context/dimensions. Facts are related to the organization

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