cequity analytics data insight action

8/14/2019 CEQUITY Analytics Data Insight Action

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Data to Insight to Action

Today’s flat and wired world and increased

competitiveness has shifted the focus more and

more towards the customer. It is an absolute

necessity that the companies understand their

customers well and address their needs

proactively.

1 © Copyright 2008 Cequity 1www.cequitysolutions.com

Author – Nagaraj Kulkarni

e-mail – [email protected]



IndexData to Insight to Action

Framework

Value Propositions

About the Author

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Today’s flat and wired world and increased

competitiveness has shifted the focus more and

more towards the customer. It is an absolute

necessity that the companies understand their

customers well and address their needs

proactively. The reliable and integrated customer

data is an important asset to every company that

recognizes the value of this "Customer

Information Enabled” competitive market

advantage.

The siloed customer databases across business

units and geographies add to consolidation and

inte ration challen es. The data that is not

resources over an extended period of time1. The

added burden of managing such a program and

systems over a period of time makes it difficult to

sustain such programs in house.

The typical challenges and pain-points go as

follows:

• Multiple, disparate data sources across multiple

business lines and multiple customer databases

• Challenges with ETL, Integration and consolidation

of multiple disparate systems and systems

• Integration with operational (enterprise, channel,

1Data to Insight to Action


correct and current will lead to wasted efforts and

dollars. A scenario of unutilized or underutilized

customer data will mask several competitive

business advantages (and disadvantages) the

company could otherwise discover and leverage

upon. In the increasingly global market scenario,

single customer view across the enterprise is a

definitive competitive weapon. It will serve the

customer well and help build the customer loyalty.

While the advantages of having a single customer

view are well understood and recognized, the

complexity and long cycles coupled with large

investments make decision makers shy away

from leveraging the hidden customer data assets.

Businesses find it difficult to justify the upfront

investment in such applications – in terms of

hardware, software, system integration and

par ner) sys ems as we as owns ream mar e ng

systems such as campaign management or email

marketing systems

• Customer data quality, cleansing, de-duplication,

ongoing data quality maintenance

• Defining, managing and maintaining Customer

hierarchy and relationships

• Defocus of the business users from the core

business towards the pre-requisite of having a

integrated, consolidated, cleansed customer

database

• Lack of adequate and required information and

insights into the customer base (leading to

suboptimal servicing and potentially unhappy

customers)

• Maintaining required levels of access and security

permissions towards safeguarding the customer

data

1Most data warehouses are built by hand, which suits systems integrators just fine (all those yummy billable hours) but does not serve

customers well. TDWI reckon an average data warehouse takes 16 months to deploy, USD 3 million to build and costs 72% of the

development costs in support every year.



CEQUITY-ACE hosted customer environment

(HCE), eliminates these pain-points to the

business. It jumpstart the “customer information

enabled” competitive advantage. Cequity’s

expertise with customer data cleansing and

integration cuts cycle time and increases data

competency. It takes out the nuances of upfront

investment, long cycles, added systems, the

learning cycles and instead focuses business

users in using the enabled data to unleash

competitive advantage. It puts the power of

reliable customer data coupled with the power of

analysis and analytics in the hands of the

licensing model that makes it easier for the

companies to scale in data- size and usage-value

in an iterative quick-hit (DMAIC) cycle mode.

Providing for the business ownership of customer

data ensures its success with robust data quality

frameworks, based on CEQUITY’s industry

experience that is further augmented by business

users. The benefits of such an empowered

customer data can be reaped and leveraged

across business units spanning sales, service,

marketing, shipping etc.

CEQUITY-ACE Hosted Customer Solution

4 © Copyright 2008 Cequity www.cequitysolutions.com

business users. The ongoing data quality focus

helps maintain continued data quality and

ensures no redundant or inconsistent data

elements are introduced by individual business

units.

Cequity’s strong understanding of underlying

customer data and the ability to address the

entire marketing lifecycle right from prospecting,

acquisition, development, retention to relationship

management and measurement will help our

clients realize the value of their investments. It

also enables the business to take advantage of

sophisticated customer acquisition and retention

tools that can help grow their customer base and

increase the customer lifecycle value.

All this, without any significant upfront capital

investment2. It provides for a use as you go

The power of CEQUITY-ACE Analytics on the

hosted environment can provide jumpstart

analytical solutions to help answer and address

business directives such as:

• How do I build a ‘one view’ of my customers?

• How do I identify loyal customers?

• How can I segregate customers based onbehaviour?

• How can I turn my customers into high valuecustomers?

• How do I calculate the lifetime value of my topcustomers?

• What is the churn pattern? Which of my customersare possibly thinking of leaving me?

• Is there an aberrant behaviour amongst mycustomers that I should watch out for?

• Where are the strategic white-space opportunitiesin the market landscape?

• What is customer’s lifecycle value to the business?

• What is my ideal target customer for newacquisition?

2According to Gartner’s guideline for enterprise CRM rollouts, a typical midmarket CRM rollout can run into 20 million over a three yearperiod.



CEQUITY-ACE hosted customer environment is

realized based on the CEQUITY’s 5E

methodology. It delivers the business needs in a

simple, scalable, iterative, prioritized model.

Each phase can be tied down to clearly defined

KRAs with business ownership and participation.

The Cequity ACE solution suite bundled with the

hosted solution provides a complete customer

lifecycle management solution. Following are the

various solutions that are available:

• Cequity ACE Snapshot™ gives one view of the

Customer data with dependencies

• Cequity ACE Analyser™ gain insight into

characteristics and behavior of customers and

prospects

• Cequity ACE Campaigner™ transforms the

insight and intelligence gained. It delivers

campaign planning and management functionality

• Cequity ACE Modeller™ enables predictive

modeling and data mining

• Cequity ACE Operations & Measurement

Services provide the Measurement Frameworks

and Dashboards

Framework

2




CEQUITY ACE simplifies the complex and

arduous chain of processes and projects to, an

engagement with CEQUITY. We take out the IT

and Data Integration challenges, shrink the time

to rollout to few weeks, provide a flexible and

scalable model. We complement this with end to

end solution offerings with CEQUITY ACE

companion products and solution offerings.

We take care of all the data and technology

challenges and requirements and put your focus

back on the customer and business. Our domain

and business vertical expertise complements the

solution offering.

• Capture all marketing communication touch

points and results, enabling right-time tracking

and monitoring

• Managed security with multiple access and

permission levels

• Tested methodology, domain expertise leading to

lower costs, faster implementations and faster

return on investment

• Out of box, quick rollout (weeks), with end to endfunctionality leveraging the CEQIUTY ACE suite

of solutions

• Realize Business Value with CEQUITY ACE

hosted solution and CEQUITY ACE solution

offering

• Faster, easier & more efficient execution of

Value Propositions

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• All Operational issues including ETL, data

integration, data quality and cleansing are

addressed by CEQUITY, saving time for

businesses to focus on managing the customers

• A consistent view of customer data with

standardized key data elements

• Ongoing data quality and maintenance with right

time cleansing and updates to ensure current and

accurate data

• Enhanced customer profile and ability to integrate

with external and third party data sources

promotions and campaigns

• Increased effectiveness and efficiency of

acquisition and retention marketing

• Improve overall ROI by marketing to most

valuable customers

• Insight into customer characteristics and buying

patterns across product suites

• Ability to run precision marketing campaigns

designed for specific target audience

• Power of Analytics with Customer Banding,

Profiling, Segmentation, Trending and Predictive

models towards identifying best customers and

prospects and enabling precision marketing



• Our industry knowledge and deep understanding

of customer lifecycle with business vertical

expertise will jumpstart the effective, complex and

extendable customer environments in weeks

• Our tested approach to ETL and integration, Data

Quality and Cleansing, customer database

design and management will act as a catalyst to

your organization’s ability to leverage customer

insights

• We combine our knowledge of identifying

business objectives, insight of customer events

and data expertise to extract maximum value out

of customer databases

• On demand managed analytics with single view

of customer data

• Out of box dashboards and reports that help you

measure the success of the marketing programs

CEQUITY brings in customer experience and

marketing domain expertise, industry vertical

insight and experience, technology expertise

with the end to end fulfillment solutions to

manage your customer engagement and

experience. We do this starting with customer

data integration, hosted solution with reference

customer master data cleansin de-du lication

Key Benefits


• Our solution assets coupled with technology and

business expertise enable us to deliver better

returns on marketing database investments and

campaigns

• Our focus on time to market (6 weeks for initial

iteration and jumpstart), iterative refinements and

pay as you go models help jumpstart your

business objectives

• Enables business with the possibilities of

customer data and insights, a must have

competitive advantage

, ,

and enhancement, augmented by CEQUITY

ACE Snapshot, Campaigner and Modeler to

enable seamless and single point of campaign

and loyalty management powered by the

customer insights gained. We manage this with a

measurement framework and dashboards that

we design and implement to help you monitor

the success of the business intent and the

engagement.



About the author

4 Nagaraj Kulkarni brings over 16 years of

technology and business solutions experience

across large enterprises, global consulting firms

and start-ups. His focus areas include enterprise

strategy, technology and business systems

architecture, business intelligence & data

warehousing, data architecture, information life

cycle and knowledge management.

He has applied technology solutions to realize

business benefits and value for companies in

India and US across Leasing and Retail Finance,

Banking, Trading, Cerdit Card, Telecom Billing


and Collections, eCommerce, CRM & Customer

lifecycle and Manufacturing and Supply chain.

He is an alumni of Indian Institute of Science,Bangalore and University of California in

Santacruz.



The information contained in this document represents

the views of the author on Data to Insight to Action in

the existing market scenario. It is exclusively for

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