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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 needsdoi:10.1108/08858620510603918 fatcat:udbkmhbsr5befjimvebuhjgmnq