Why doesn't marketing use the corporate data warehouse? The role of trust and quality in adoption of data‐warehousing technology for CRM applications

Purpose – This paper aims to investigate organizational factors to explain why a corporate data warehouse (CDW) was not used by marketing to the extent that it was expected to be used for CRM and other marketing purposes. Design/methodology/approach – A case study of a single health‐care payor organization is used in this study. Findings – Reveals the three primary implementation factors related to marketing's lack of trust in the data, low perceived data quality and perception of marketing needs not being met. Practically, the unique data needs of marketing should be considered in the implementation of a CDW and its interface. Originality/value – This is the first study of its kind to take the needs of marketing users into consideration.