crm白皮书2

AnalyticalCustomerRelationshipManagementAWhitepaperfromSybase,Inc.FrankTeklitzSeniorManagerRobertL.McCarthySeniorMarketingManagerTableofContentsIntroduction................................................................................................................................2ChallengesforCustomer-OrientedandMarket-OrientedCompanies............................4TheNewApproachforBusinessIntelligence......................................................................4AnalyticalCRMDefined......................................................................................................5ARecipeforClosed-LoopBusinessIntelligence......................................................................6CustomerAnalysis................................................................................................................6GettingtheRightInformation—ACustomerAnalysisExample............................7MarketSegmentation............................................................................................................7AMarketSegmentationExample............................................................................7One-to-OneMarketing........................................................................................................8ATreatmentStrategyExample..................................................................................8EventModeling....................................................................................................................8AnEventModelingExample....................................................................................9TheUltimateRefinement:YourBottomLine..................................................................10ChallengesinDeliveringAnalyticalCRM..............................................................................11TypicalDataWarehouseProjectDevelopment................................................................11BenefitsofUsingaPackagedDataWarehouseInfrastructure........................................12IntroducingtheSybaseIndustryWarehouseStudio™..........................................................14SybaseDeliverstheRightSolutionToday..............................................................................15Industry-FocusedWarehouseStudios..............................................................................15IndustryWarehouseStudioPackagedApplicationReports............................................15CampaignAnalysis..............................................................................................................16CustomerProfileAnalysis..................................................................................................17SalesAnalysis......................................................................................................................18LoyaltyAnalysis..................................................................................................................19CustomerCareAnalysis......................................................................................................20GettingResultsToday................................................................................................................21AppendixA:SybaseIndustryWarehouseStudioComponents............................................22IndustryDataModels(IncludedwithIWS)....................................................................22PackagedApplicationReports(IncludedwithIWS)........................................................22WarehouseArchitect(IncludedwithIWS)......................................................................22WarehouseControlCenter(IncludedwithIWS)............................................................23MethodologyandProjectPlans(IncludedwithIWS)....................................................23DatabaseIndependence(StandardFeatureofIWS)........................................................24PowerStage(OptionalFeatureofIWS)............................................................................242IntroductionTheneedtofindnewsourcesofrevenueisafundamentalrequirementforbusinessgrowth.Typicallyitmeansreachingcurrentcustomersandprospectsinwaysthatwillencouragethemtodomorebusinesswithyou.Fromyourcustomer’sperspective,therearesomanychoicesinproducts,services,delivery,andpackagingthatyoureffortstosellthemmoreproductscanresultinanonslaughtofinformation—oftenconfusinginformation.Andfromyourbusiness’sperspective,therearesomany“touchpoints”whereinformationisexchangedbetweenyouandyourprospectiveorcurrentcustomerssuchascustomersupportcenters,directmail,telesales,directsales,e-commerce,andtheWeb,thatitisdifficulttodeterminewhichmethodsdeliverthebestresults.Overthelast30years,wehavemovedfromamass-marketcultureofrelativelyfewproductswithalimitednumberofoptionstoadynamicmarketwheremanyproductsmaybeeasilycustomizedtofitthespecificrequirementsofanindividualcustomer.Forexample,notthatlongago,bankingcustomershadrelativelyfewproductchoices—savings