(Week 03) A01. Data. Data Structure

Transcription

1 (Week 03) A01. Data Data Structure Course Code: Course Name: Data Structure Period: Spring 2016 Lecturer: Prof. Dr. LEE, Sync Sangwon Department: Information & Electronic Commerce University: WONKWANG Prof. Dr. SSL {IDEA, STEM, RF, FP, C, LDV} / p. 1 Contents Prof. Dr. SSL {IDEA, STEM, RF, FP, C, LDV} / p. 2 1

2 01. Data Management Managerial class vs. activities vs. data Top manager (executive) Strategic planning for unstructured problem on KB Middle-manager Management control for semi-structured problem on DW First-line manager Operational control for structured problem on DB Scope Generalization Future-Oriented Externalization Strategic Planning for Unstructured Problem by Top Manager Management Controlling for Semi-structured Problem by Middle Manager Operational Controlling for Structured Problem by First-Line Manager Transaction Processing Timeliness Accuracy Frequency Materialization Past-Oriented Internalization Prof. Dr. SSL {IDEA, STEM, RF, FP, C, LDV} / p Marketing Science Marketing + data science Trends of marketing science Intuition < basis Goods < customer Sales < profit Simple statistics < analysis One channel (mass) < channel mix Old 제품중심의접근대중마케팅방식직감에의한마케팅기획규모의경제기반시장점유율확대중심신규고객획득 ( 단기고객 ) 중심매출액기반에의한실적평가 Now 고객중심의접근관계지향성일대일지향성고객점유율확대중심마케팅순환기능지향성다중채널지향성 Prof. Dr. SSL {IDEA, STEM, RF, FP, C, LDV} / p. 4 2

3 Definition of CRM Customer Relationship Management A sort of marketing science Activities to manage customer relationship efficiently & effectively Cf. Marketing = CRM (AMA, American Marketing Association) Prof. Dr. SSL {IDEA, STEM, RF, FP, C, LDV} / p. 5 System architecture of CRM Analytical CRM Operational CRM Collaborative CRM Prof. Dr. SSL {IDEA, STEM, RF, FP, C, LDV} / p. 6 3

4 Marketing offer of CRM 4R(Right customer, Right product, Right time, Right channel) Cf. marketing mix 4P(Product, Price, Place (of distribution), Promotion) Marketing Mix Product Price Place Promotion Marketing Offer Right Customer Right Product Right Time Right Channel Prof. Dr. SSL {IDEA, STEM, RF, FP, C, LDV} / p. 7 CRM strategy Customer segmentation 1 Infrastructure strategy 2 Relationship acquisition strategy 3 Relationship retention strategy 4 Relationship expansion strategy Prof. Dr. SSL {IDEA, STEM, RF, FP, C, LDV} / p. 8 4

5 Customer value Fair value line with PV & CE PV(Perceived Value) from the viewpoint of customer CE(Customer Equity) from the viewpoint of enterprise CLV(Customer Life Value) + CRV(Customer Referral Value) CS(Customer Share) RFM(Recency, Frequency, and Monetary) Prof. Dr. SSL {IDEA, STEM, RF, FP, C, LDV} / p. 9 1 Infrastructure strategy Customer information management Customer segmentation Core customer management Customer-driven NPD(New Product Development) Campaign management VOC(Voice of Customer) management Performance measurement management Customer survey management Prof. Dr. SSL {IDEA, STEM, RF, FP, C, LDV} / p. 10 5

6 2 Relationship acquisition strategy Prospective acquisition First buying inducement Customer win-back Prof. Dr. SSL {IDEA, STEM, RF, FP, C, LDV} / p Relationship retention strategy Second buying inducement Loyalty program Prediction and prevention of customer churn Personalized communication Prof. Dr. SSL {IDEA, STEM, RF, FP, C, LDV} / p. 12 6

7 4 Relationship expansion strategy Customer migration Cross/up-selling Customer referral management Customer involvement Prof. Dr. SSL {IDEA, STEM, RF, FP, C, LDV} / p. 13 Other problems Association rule analysis Logistics regression analysis Cluster analysis Decision tree analysis Artificial neural network analysis Prof. Dr. SSL {IDEA, STEM, RF, FP, C, LDV} / p. 14 7