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Data warehouse for AOL Germany built on SAND

By Hannah Smalltree

Every night, the different source systems push data to a staging area. An extract, transform and load (ETL) tool with embedded data quality checks (from Lexington, Mass.-based Ab Initio Software Corp.) then delivers cleansed data to the SAND Analytic Server. From there, Türling’s team uses a layer of front-end analysis tools, such as Business Objects and SPSS, to create rich customer profiles and support marketing campaigns. Creating enriched customer profiles with accurate, up-to-date and complete data has enabled sophisticated segmentation and propensity modeling, Türling said.