THE NEED FOR SPEED HAS reached Hoffman Estates, IL. After relying for decades on a mainframe database with limited analytic capabilities, Sears Customer Direct, the retailer’s e-commerce and specialty catalog division, has overhauled its data analysis system.
The new platform opens the division’s data resources to a wider spectrum of users. It includes a data mart, which provides non-technically oriented staff a chance to ask basic queries based on aggregated information without having to consult database administrators. (The DBAs aren’t out of work, however
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