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LESSON 11 Customer Intelligence
LESSON 11 Customer Intelligence
INTELLIGENCE
SPECIAL SOFTWARE
SYSTEMS
June 11th, 2015
DATA WAREHOUSE
A data warehouse is a subject-oriented, integrated, timevariant and non-volatile collection of data in support of
management's decision making process.
Subject-Oriented: A data warehouse can be used to analyze a
particular subject area. For example, "sales" can be a
particular subject.
Integrated: A data warehouse integrates data from multiple
data sources. For example, source A and source B may have
different ways of identifying a product, but in a data
warehouse, there will be only a single way of identifying a
product.
DATA WAREHOUSE
Time-Variant: Historical data is kept in a data warehouse. For
example, one can retrieve data from 3 months, 6 months, 12
months, or even older data from a data warehouse. This
contrasts with a transactions system, where often only the
most recent data is kept. For example, a transaction system
may hold the most recent address of a customer, where a
data warehouse can hold all addresses associated with a
customer.
Non-volatile: Once data is in the data warehouse, it will not
change. So, historical data in a data warehouse should never
be altered.
DATA WAREHOUSE
Ralph Kimball provided a more concise definition of a data
warehouse:
A data warehouse is a copy of transaction data specifically
structured for query and analysis.
This is a functional view of a data warehouse. Kimball did not
address how the data warehouse is built like Inmon did;
rather he focused on the functionality of a data warehouse.
Laptop vs
Desktop
COMPLIANCE:
Basilea 2 Antiriciclaggio - HIPAA
OPERATIONAL
BUSINESS INTELLIGENCE
HIT LIST
and in operational CRM?
SALES, MARKETING, SUPPORT
Customer Attrition
Customer segmentation and propensity
to buy (es.Targetcross sale)
Total Customer View
createsomemodelstomanagetelemarketingand
campaigns distributeresults(touchpoints)
developbudget
CUSTOMER INTELLIGENCE
The top 10 CRM
analytics
buzzwords
1. CRM analytics
2. Customer relationship analysis
4. Web analytics
5. Web mining
6. Clickstream analytics
7. Predictive analytics
8. Speech analytics
9. Text analytics
10. Real-time analytics
Overview
Customer Intelligence begins with reference data - basic key
facts about the customer, such as their geographic location.
This data is then supplemented with transactional data reports of customer activity. This can be commercial
information (for example purchase history from sales and
order processing), interactions from service contacts over the
phone and via e-mail.
A further subjective dimension can be added, in the form of
customer satisfaction surveys or agent data.
Overview
Deepening customer insight.
Manage data, profile and segment customers, and
predict customer behavior.
Continuous improvement.
Measure and report KPIs that matter, optimize
investment of sales and marketing resources, and
continuously learn from every customer interaction.
Deepening
Deepening
TOOLS
Deepening
Profile and segment customers.
Data integration pulls data from nearly any source and applies proper data quality techniques to
ensure customer information is in the best possible state.
Customer analytics transform customer and market data into insights that can guide decision making.
Armed with this information, you can create highly tailored marketing campaigns and identify high-value
individuals, instead of inundating customers with irrelevant offers.
Interactions
Interactions
With deep customer insight and the
appropriate enabling capabilities, marketers
can effectively manage the customer
dialogue across multiple products and
channels, balancing the realities of budgets,
sales capacity and other constraints
TOOLS
Advanced campaign management enables marketers to
plan the most effective campaign offers and strategies,
target campaign activities to tightly defined market
segments, act on those plans and learn from the results.
Campaign management automates campaign processes,
such as pulling lists, managing communications with
customers across multiple channels, tracking responses,
and consolidating and reporting results.
Modern campaign management systems enable
marketers manage customer relationships at an
individual level and to measure the relative effectiveness
of various offers and creative treatments.
Continuous Improvement
Continuous Improvement
organization
marketing.
service.
strategies.
Continuous Improvement
TOOLS
system
Marketing mix optimization analyzes marketing mix elements and calculates ROI
by any number of factors, such as advertising medium or geographic area.
Insights from this solution can maximize ROI on market investments, reduce wasted
investments and integrate new learning for continuous improvement.
view of performance on those key metrics, and supports greater accountability and
continuous improvement.