Database Management: Get to Know Your Customers Even Better

Data semantics must be consistent and accurate. For example, merchandise needs to be identifiable over time, despite any changes that have taken place in naming conventions and/or the numbering of inventory.

2. Retain post-demand activity, such as returns, exchanges, allowances and cancellations. These are essential for important exercises, such as identifying the customers who’ll be less likely to make future purchases without remedial action. After all, customers disappointed with unavailable, ill-fitting or damaged merchandise are less likely to order again.