data warehousing and crm new

8/8/2019 Data Warehousing and CRM New

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DATA WAREHOUSING ANDCRM


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A producer wants to know.

Which are ourlowest/highest

margincustomers ?

Which are ourlowest/highest

margincustomers ? Who are my

customers

and whatproductsare they buying?

Who are mycustomersand what

productsare they buying?

Which customers

are most likely togoto thecompetition ?

Which customersare most likely to

goto thecompetition ?

What impactwillnewproducts/services

have onrevenue

What impact

willnewproducts/services

have onrevenue

What productprom-

-otions have thebiggestimpact onrevenue?

What productprom-

-otions have thebiggestimpact onrevenue?

What is the

mosteffectivedistributionchannel?

What is the

mosteffectivedistributionchannel?


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What is a Data Warehouse?

A single, completeand consistent store ofdata obtained from a

variety ofdifferent

sources madeavailable to end usersin a what they canunderstand and use

in a business context.

[Barry Devlin]


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What are the users saying...

Data should beintegrated across theenterprise

Summary data has a realvalue to theorganization

Historical data holds thekey to understandingdata over time

What-if capabilities are

required


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What is Data Warehousing?

A process oftransforming data intoinformation and

making it available tousers in a timelyenough manner tomake a difference

[Forrester Research, April1996]Data

Information


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Data warehousing is combining data from multiple and usually varied.sources into one comprehensive and easily manipulated database Common

,accessing systems of data warehousing include queries analysis and. ,reporting Because data warehousing creates one database in the end

,the number of sources can be anything you want it to be provided that, . , ,the system can handle the volume of course The final result however

, .is homogeneous data which can be more easily manipulated

Data warehousing is commonly used by companies to analyze trends over. ,time In other words companies may very well use data warehousing to

- - ,view day to day operations but its primary function is facilitating- .strategic planning resulting from long term data overviews From such

, , ,overviews business models forecasts and other reports and projections.can be made

,Routinely because the data stored in data warehouses is intended to- , - .provide more overview like reporting the data is read only If you want

,to update the data stored via data warehousing you'll need to build a.new query when you're done

This is not to say that data warehousing involves data that is never. ,updated On the contrary the data stored in data warehouses is updated

.all the time It's the reporting and the analysis that take more of a- .long term view


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Capture Customer Data and Measure ResultsThe Customer

Capture Customer Data and Measure Results

Take Action toEnrich theCustomer

RelationshipCapture Customer Data and Measure Results

Build andManage

Customer Value


Capture Customer Data and Measure ResultsCapture Customer Data and Measure Results

Store Data, Mine and Make Information AccessibleThe CRMDynamic

Customer Relationship Management is a ongoing, dynamic learning process for an organizationCustomer Relationship Management is a ongoing, dynamic learning process for an organization

Customer Relationship ManagementProcess

The building blocks of CRM allow an organization to manage thiscycle and use the knowledge on customers to enhance the Life

Time value of the customer portfolio.

No organization has perfect information on its customers.Knowledge of customers is continuously enhanced through theCRM dynamic.


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Implementing CRM must beapproached from an IntegratedPerspective

All areas must be implemented, to some degree, to effectively manage the customerrelationship. When pieces are implemented in isolation, the benefits are less than

overwhelming.

All areas must be implemented, to some degree, to effectively manage the customerrelationship. When pieces are implemented in isolation, the benefits are less than

overwhelming.

Capture Customer Data and Measure ResultsThe Customer


Take Action toEnrich theCustomer

RelationshipCapture Customer Data and Measure Results

Build andManage

Customer Value


Capture Customer Data and Measure ResultsCapture Customer Data and Measure Results

Store Data, Mine and Make information Accessible

CRMwithout anIntegrated

Approach A data warehouse full of data withoutthe tools to extract knowledge isnothing more than expensiveinventory.Sophisticated mining tools onlyproduce results only as good as thedata they mine.

Developing insights on how to improve the value of thecustomer relationship without having the infrastructure totake action has no impact on the bottom line. In addition,there is no opportunity to test the theoretical analysis.

Implementing new technologies withoutthe knowledge on how to enrich therelationship is likely to yield a return belowthe cost of the capital expenditure.

Taking action to improve therelationship without measuring theresults provides no evidence ofsuccess or failure and limits theopportunity for learning.

Capturing gigabytes of customer datain disparate operational systems thatare next to impossible to access mayrender the data useless.


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Deployment and Support

The Building Blocks of CRM

e-Business

Sales ProcessAutomation

Call Centres

EnablingTechnologiesDataWarehousing

MetaData

Data

Cleansing

OLAP

EIS

DataCapture

External

Databases

MarketResearch

CustomerTouchPoint

Integration

People

Organization

KnowledgeManagement

StatisticalModeling

Data Mining

CustomerProfitability

Segmentation

The building blocks of CRM are the things that need to be in place for an effective CustomerRelationship management program

The building blocks of CRM are the things that need to be in place for an effective CustomerRelationship management program


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Data Capture and Warehouse

What Data do we capture onCustomers?

CustomerBehaviour

Product Portfolio Householding

UsageProfile

Migrationin

Usage

Loyalty/

Switching

CustomerInteractions

Acquisition

Information

InboundCont a

ct

Outbound

Contact

Base Data

Segments Profitability Life Time Value

CustomerProfile

Demographic

s

Attitudes

Product/Ser v

ice

Preferences

Intentions

ExternalData

Geo-

demographic

s

Campaign

History

Derived Data

The Customer Data Model

Census


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Data Warehouse for DecisionSupport & OLAP

Putting Information technology to help

the knowledge worker make faster

and better decisions

Which of my customers are most likely to

go to the competition?

What product promotions have the

biggest impact on revenue? How did the share price of software

companies correlate with profits over

last 10 years?

data warehousing and crm new

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