understanding your customers with siebel crm analytics mike fahner consulting manager, epm/bi...
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Understanding Your Customers with Siebel CRM AnalyticsMike FahnerConsulting Manager, EPM/BIJanuary 21, 2009
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Agenda
Use Business Intelligence to…
1. Empower Everyone in the Organization
2. Drive Action in Sales, Service, and Marketing Teams
3. Expand Beyond CRM Reporting to Include Other Enterprise Information
Gain a Competitive Advantage!
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Where to Begin
• What is Business Intelligence?
• Why use it?
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Business Intelligence Defined
A set of technologies and processes that use data to understand and analyze business performance
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Gaining a Competitive Advantage
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Business Intelligence transforms mission critical data that runs your enterprise processes into insightful, measurable, and actionable information that delivers business results.
The BI Value Proposition
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Pervasive useAnalysts
Real-time, predictive dataHistorical data
Insight-driven business process optimization
Reporting results
To:From:
Unified infrastructure & prebuilt analytic solutions
Analytic tools
The Evolving Role of BI
Unified, enterprise viewFragmented view
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Your BI Roadmap
1 2 3 4 5
1. Benchmark Current Capabilities
2. Establish Your Vision
3. Plan
4. Pilot
5. Execute
6. Review and Revise
6
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Becoming an Analytical Competitor
The Five Stages of the BI Life Cycle
Stage 1
Analytically Impaired
Stage 2
Localized Analytics
Stage 3
Analytical Aspirations
Stage 4
Analytical Company
Stage 5
Analytical Competitor
Terminal Stage
Source: Competing on Analytics – The New Science of Winning, by Thomas H. Davenport, Harvard Business School Press, 2007
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Understanding Your Customers withSiebel CRM Analytics
Frequently Asked Questions• Who are our Customers?
• Who are our best customers?• Are our customer relationships improving or getting worse?
• Where are our Opportunities?• Are we pursuing them effectively?• Where should we invest our time and resources?
• Are we providing good Service?• Is our Customer Service getting better or worse?• Where can we improve Service? How can we reduce the
cost of Service without sacrificing quality of Service?
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Siebel CRM Analytics - Sales
Sales Subject Areas
• Customer Overview• Forecasting• Sales Activity• Orders• Products• Pipeline• Quotes
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Siebel CRM Analytics - Service
Service Subject Areas
• Activities• Agreements• Orders• Assets• Service Requests• Customer Satisfaction• Email Response
Real-Time Service Analytics
• Activities• Assets• Service Requests• Solutions
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Pre-built ETL to extract data from over 3,000 operational tables and load it into the DW, sourced from CRM, call center telephony middleware and other sources.
1
Example: Service and Contact Center Analytics
Pre-mapped BI EE metadata, including embedded best practice calculations and metrics for the contact center.
Presentation Layer Semantic Object Layer Physical Layer
3
A “best practice” library of over 150 pre-built BI EE Interactive Dashboards and Alerts for service and contact center agents, managers and executives
4Pre-built warehouse with 15 star-schemas designed for analysis and reporting on contact center & service data.
2
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Siebel CRM Analytics - Marketing
Marketing Subject Areas
• Customers• Consumers• Events• Planning• Campaigns
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Empowerment
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Empowerment
1. Single Source of Truth
2. Dashboard presentation of metrics that are a priority for your organization
3. Role-based dashboards and reports
4. Line of sight reporting through business units
• Drill-down capabilities
• Roll-up consolidation capabilities
Oracle Business Intelligence Application Features Support…
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Common Enterprise Information Model“Model once, deploy everywhere”
End user adoption is about information consistency and availability where and when its needed. The Common Enterprise Information Model breaks down data
silos and makes information available on-demand.
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Drive Action
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Drive Action
1. Interactive dashboards
2. Rules-based thresholds with graphic indicators
3. Alerts• Dashboard• Email• Pagers• PDAs
4. Delivers (“Push” technology for reports)
5. Briefing Books (Pack and Go)
6. Answers (Ad-hoc analysis and queries)
Oracle Business Intelligence Application Features Support…
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Tailored and Personalized InteractionsTransparent Business Intelligence
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Guided AnalyticsLeading Users from Discovery to Action
This is no longer about a stack of reports. Guided Analytics drives alignment and actions through the organization by modeling and making accessible discovery
and decision making best practices.
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Sense and RespondReal-Time Proactive Monitoring and Response
Delivers/Analytic Agents provides true real-time in context sense and respond capabilities across systems tailored for any user on any device.
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The bottom of every Dashboard page has an
“Add to Briefing Book” Link that automatically builds an
electronic briefing book that you carry with you.
Bring along an electronic “Briefing Book” which is a collection of your most important dashboards. Briefing Books are extremely small, and can be delivered daily for
enterprise collaboration.
Oracle Briefing Books“Pack & Go”
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Moving Beyond Reporting
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Moving Beyond Reporting
• Additional Subject Areas• Additional Data Sources• Custom Business Metrics for Gaining Competitive
Advantage• Advancing Capabilities for BI Competitors
• Proactive Visualization Support• Predictive Analytic Solutions• Enhanced Collaboration with integrated BI solutions
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PipelineAnalysis
Triangulated Forecasting
Sales Team Effectiveness
Up-sell / Cross-sell
Discounting Analysis
Lead Conversion
Receivables / Payables Analysis
CustomerProfitability
Product Profitability
Regulatory Compliance
Expense Management
Cash Flow Analysis
Churn Propensity
Customer Satisfaction
ResolutionRates
Service RepEffectiveness
Service CostAnalysis
ServiceTrends
Campaign Scorecard
Response Rates
Product Propensity
Loyalty andAttrition
Market Basket Analysis
Campaign ROI
Supplier Performance
Inventory Analysis
Procurement Cycle Times
Inventory Availability
EmployeeExpenses
BOM Analysis
Employee Productivity
Compensation Analysis
Compliance Reporting
WorkforceProfile
TurnoverTrends
Return on Human Capital
Leverage Prebuilt Oracle BI ApplicationsBuilt in Best Practices Across Functions and Industries
Sales Analytics
FinancialAnalytics
Workforce Analytics
Supply ChainAnalytics
Service & Contact Center
Analytics
Marketing Analytics
Travel& TransTravel
& TransAutoAuto Comms.
& MediaComms.& Media
ComplexMfg.
ComplexMfg.
ConsumerSector
ConsumerSector
EnergyEnergy FinancialServicesFinancialServices
HighTechHighTech
Insurance& HealthInsurance& Health
LifeSciences
LifeSciences
Public SectorPublic Sector
Other Operational & Analytic Sources
Oracle BI Suite Enterprise Edition
Prebuilt adapters:
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AQ&Q U E S T I O N SQ U E S T I O N S
A N S W E R SA N S W E R S
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For Further Information
Mike Fahner
Consulting Manager, EPM/BI Solutions
Oracle Consulting Services