Implementation of Slowly Changing Dimension to Data Warehouse to Manage Marketing Campaigns in Banks

Banks faces the challenges of managing marketing campaign leads in its data warehouse. The management of marketing campaign leads in data warehouse with real time updating and recording is complex especially when multiple campaigns are active simultaneously. To prevent the customers from being contacted too often for salesbased marketing contacts, the concept of Recency Frame is introduced to suppress the customers who have been targeted in Sales-based campaign for a specified time period. During the Recency Frame, the customer cannot be targeted by other Sales-based campaign categorized under the same channel. The introduction of Recency Frame has increased the difficulties of campaign management and data management. The difficulties of data management include timely update and robust storage system of campaign leads. In this paper, we illustrate the concept of slowly changing dimension and how it could be utilized in the data warehouse of banks to update and maintain campaign records of customers.