Requirements

Attendance

Reports
Report/Case Study
Reporting (individual topic) follow format of presentation - use report template

Reaction to reported topics

of your choice for each Cite a local scenario where topic is
scheduled day of report relevant

Case Study Situation Analysis

This should be in connection to the
topic assigned to you.

Exams

Individual Project

Rules:
google classroom submission
encouraged to submit on time
20% deduction per day
attendance will be checked from screenshots from online class
attendance sheet from f2f

Grading System from Student Handbook

on - use report template
Course Title: Data Warehousing for Marketing Management

Course Description:
This course is designed to provide an introduction to data warehousing and its importance in marketing management. The
principles, concepts, and practices of data warehousing, including data modeling, data extraction, data transformation, da
The course will also cover key data warehousing tools and technologies, such as ETL (Extract, Transform, Load) tools, data
visualization tools.

Course Objectives:
·        Upon completion of this course, students will be able to:
·        Understand the key principles and concepts of data warehousing
·        Develop a data warehousing strategy for marketing management
·        Design and implement a data warehousing solution for marketing management
·        Use ETL tools, data integration tools, and data visualization tools to extract, transform, load, and analyze data
·        Apply data warehousing concepts and tools to real-world marketing scenarios

Additional Readings:
Data Warehousing Fundamentals for IT Professionals, Second Edition, by Paulraj Ponniah (ISBN: 978-0470462072)
Kimball's Data Warehouse Toolkit Classics, Third Edition, by Ralph Kimball and Margy Ross (ISBN: 978-1118530801)
Building a Data Warehouse: With Examples in SQL Server, Second Edition, by Vincent Rainardi (ISBN: 978-0980853859)
Business Intelligence Guidebook: From Data Integration to Analytics, by Rick Sherman (ISBN: 978-0124114616)
The Data Warehouse ETL Toolkit: Practical Techniques for Extracting, Cleaning, Conforming, and Delivering Data, by Ralph
978-0764567575)

Course Outline:

1: Introduction to Data Warehousing for Marketing Management

Definition and history of data warehousing

Benefits and challenges of data warehousing
Key concepts and principles of data warehousing

2: Data Modeling for Marketing Management

Data modeling basics
Dimensional modeling for marketing data
Fact tables and measures

3: Data Extraction, Transformation, and Loading (ETL)

ETL basics
ETL tools and technologies
ETL best practices

4: Data Integration for Marketing Management

Data integration basics
Data integration tools and technologies
Data integration best practices

5: Data Visualization for Marketing Management

Data visualization basics
Data visualization tools and technologies
Data visualization best practices

6: Final Project Presentations

Students will present their final projects, which will involve designing and implementing a data warehousing solution for a
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Introduction to Data Warehousing for Marketing Management

Here are some subtopics that could be covered in an introduction to data warehousing for marketing management:

The Basics of Data Warehousing: This subtopic could cover the fundamental principles of data warehousing, including the
components of a data warehouse system, and the benefits of using data warehousing for marketing management.

Data Integration and Management: Data warehousing involves integrating data from various sources, such as CRM system
databases. This subtopic could cover the process of integrating data from different sources, the tools and technologies use
practices for data management and quality control.

Data Modeling: This subtopic could cover the process of designing and structuring data in a data warehouse, including the
metadata. It could also cover different data modeling techniques, such as dimensional modeling and normalized modeling
marketing analytics.

Business Intelligence and Analytics: This subtopic could cover the use of business intelligence and analytics tools to extract
warehouse. It could include an overview of different BI and analytics tools, such as Tableau, Power BI, and Google Analytic
marketing management.

Marketing Performance Metrics: This subtopic could cover the key performance indicators (KPIs) used to measure marketi
rates, customer acquisition costs, and customer lifetime value. It could also cover how data warehousing can be used to tr
marketing performance over time.

Data Visualization and Reporting: This subtopic could cover the use of data visualization and reporting tools to communica
warehousing. It could include an overview of different visualization and reporting tools, such as dashboards and scorecard
effective data visualizations.

Privacy and Security: This subtopic could cover the importance of data privacy and security in the context of data warehou
could include an overview of data protection regulations such as GDPR and CCPA, as well as best practices for data securit
warehouse environment.

Overall, these subtopics can help provide a comprehensive overview of data warehousing for marketing management and
can leverage data warehousing to gain insights, optimize marketing performance, and drive business growth.

Data Modeling for Marketing Management subtopics

Data modeling is a critical component of data warehousing for marketing management. It involves designing and structurin
query, analyze, and extract insights. Here are some subtopics that could be covered in a discussion of data modeling for m

Dimensional Modeling: Dimensional modeling is a popular technique for designing data warehouses for analytics. This sub
dimensional modeling, including the use of dimensions and facts, star schema and snowflake schema designs, and how to
marketing data.

Normalized Modeling: While dimensional modeling is well-suited for analytical queries, normalized modeling is often used
subtopic could cover the basics of normalized modeling, including the use of tables, primary keys, and foreign keys, and ho
dimensional model for marketing analytics.
Data Modeling Tools: There are several tools available for designing and visualizing data models, such as ER/Studio, ERwin
could provide an overview of different data modeling tools, their features and functionalities, and how they can be used to
management.

Entity Relationship Modeling: Entity relationship modeling is a technique for visualizing the relationships between data enti
cover the basics of entity relationship modeling, including the use of entities, attributes, and relationships, and how to use
marketing data models.

Data Model Optimization: Designing an efficient data model is essential for fast and accurate data queries. This subtopic co
data models, such as denormalization, indexing, and partitioning, and how to apply these techniques to marketing data mo

Data Quality and Governance: Data quality and governance are critical considerations in data modeling for marketing man
best practices for ensuring data quality, such as data profiling and data cleansing, and how to establish data governance po
accuracy and consistency over time.

Overall, these subtopics can help marketers design effective data models for marketing analytics, and ensure that their dat
structured. By leveraging data modeling techniques, marketers can gain deeper insights into customer behavior, optimize
business growth.

Data Extraction, Transformation, and Loading (ETL) subtopics

Data Extraction, Transformation, and Loading (ETL) is a critical process in data warehousing for marketing management. H
covered in a discussion of ETL for marketing management:

Data Extraction: This subtopic could cover different data sources and methods of extracting data from them, including extr
systems such as CRM systems, sales databases, social media platforms, and web analytics tools. It could also cover the diff
extracted, such as structured, semi-structured, and unstructured data, and the challenges associated with each.

Data Transformation: This subtopic could cover techniques for transforming data to make it more useful for analysis, such
normalization, and data aggregation. It could also cover the different tools and technologies available for data transformati
languages, and APIs.

Data Loading: This subtopic could cover different loading techniques, such as batch loading and real-time loading, and the
a data warehouse, including direct loading and staging. It could also cover the different types of data warehouses, such as
marts, and the implications of each for data loading.

ETL Architecture: This subtopic could cover the different components of an ETL system, including the data sources, ETL too
process itself. It could also cover the different types of ETL architectures, such as centralized and distributed, and the adva

ETL Tools: This subtopic could cover the different ETL tools available for marketing management, such as Talend, Informati
overview of their features and functionalities, and the different ways they can be used to extract, transform, and load mar

Data Quality: This subtopic could cover the importance of data quality in the ETL process, and the different techniques ava
data profiling, data cleansing, and data validation. It could also cover the different tools and technologies available for data
quality dashboards and data quality scorecards.

Overall, these subtopics can help marketers understand the ETL process and how to leverage ETL tools and techniques to e
data into a data warehouse for analysis. By mastering the ETL process, marketers can gain deeper insights into customer b
performance, and drive business growth.
Data Integration for Marketing Management subtopics

Customer Data Integration (CDI) - This involves integrating data from different sources to create a unified view of the custo
deeper understanding of their customers and create more targeted and personalized marketing campaigns.

Data Warehousing - Data warehousing involves storing and analyzing large amounts of data from different sources in a cen
to access all their data in one place and analyze it to gain insights that can inform their marketing strategies.

Extract, Transform, Load (ETL) - ETL is a process that involves extracting data from different sources, transforming it into a
target system. This helps marketers ensure that their data is consistent and accurate.

Marketing Automation - Marketing automation tools can be used to integrate data from different sources and automate m
generation, email marketing, and social media management.

Data Governance - Data governance involves establishing policies and procedures for managing data across an organizatio
accurate, consistent, and secure, which is essential for effective data integration and management.

Analytics and Reporting - Analytics and reporting tools can be used to analyze data from different sources and generate ins
strategies. This includes tools for data visualization, predictive analytics, and machine learning.

Data Visualization for Marketing Management subtopics

Dashboard Design - Dashboard design involves creating visually appealing and user-friendly interfaces that allow marketer
analyze data.

Interactive Visualizations - Interactive visualizations allow marketers to explore data and gain insights in real-time. This inc
tooltips, clickable filters, and drill-down capabilities.

Data Storytelling - Data storytelling involves using visualizations to convey a story or message that is supported by data. Th
communicate complex ideas to stakeholders and decision-makers.

Infographics - Infographics are visual representations of data that are designed to convey information in a clear and engag
key data points and trends, and to provide context for complex data sets.

Geographic Visualizations - Geographic visualizations allow marketers to analyze data based on geographic location. This c
trends and targeting marketing efforts to specific locations.

Data Visualization Tools - There are a variety of data visualization tools available that can be used to create customized vis
These include tools such as Tableau, Power BI, and Google Data Studio.

Report - 2 students per topic

Reporting (2 students per topic)
1. Bullet for slide only and topic per reporting allowed for 10 minutes only
2. Support your report with images, picture, and graph
3. Support your report with video for 5 minutes only
4. Follow standard template of PPT with the logo of PUP
To Be Discussed by

R Escober
Presence during Reporting
Content
1. Complied with the Minimum of 5 slides and Maximum of 10 slides in 10
minutes max
2. 1st slide is the Title Report the Name of Reporter and Picture at the bottom
right side of slide, at the down name of reporter is the Name of Professor:
Prof. Rosicar E. Escober, PhD, at the down Name of Professor is the Reporting
date
3. 2nd Slide is the objective of the topic
4. 3rd slide and the rest of slides is the content of the topic should be in narrative
statement (paragraph) and bulleted sentence. Include laws, policies, regulations
that support the emerging technology

5. Required (+ pont) of the slide content that have picture/image of the narrative
topic that connect to the actual infrastructure, development, and operation

6. + point to the reporter that have video presentation in 3 minutes only

7. The last slide is the Sources/References: http://www.
8. Individual file submission of PPT or PPTX to our google classroom

Rubric for Subject Reporting (Graded

Reporter Name
 Points Required Earned Points
5%

5%

5%

5%

5%

5%
5%
5%
Total:

Total
Topic Knowledge (Explain PPT Materials Complied
Score
Analytically) 60% with the Instruction 40%
100%