Enterprise Customer Analytics:

Transcription

1 Enterprise Analytics: Dynamically Acting on Real Insight Dr. Alex Zekulin Sell & Support Solutions IBM Global Services Bryan Foss Global Retail Banking Solutions, Financial Services Sector IBM Corporation 1 06/13/02 Seugi June 2002 v2.prz

2 Overview The business need. What is ECA? Tangible benefits. 2 06/13/02 Seugi June 2002 v2.prz

3 Independent market research shows that these are the top five issues on the minds of most Chief Marketing Officers today. Enabling Innovation Amidst Increased Competition Driving Base Growth Managing Current s Ensuring Consistency Of Branding Managing Execution In Times Of Rapid Change 3 06/13/02 Seugi June 2002 v2.prz

4 Rich customer data will ultimately fuel your ability to move customers along the relationship continuum. Ability to Individualize Products, Services and Processes External Market Research Based Mass Marketing You Don t Know Me Today You are Here Query Based Data Based Marketing Sometimes You Get it Right Multi-Dimensional Analysis Discovery Based Mass Customization Portfolio Based You Understand My Wants and Needs Enterprise Analytics 1:1 Relationship Marketing Future Desire Thousands Millions Masses None Traditional Segmentation Zip Code, Census Geo- Demographic Segment Demographics, Psychographics Numerical Models Buying Patterns/ History Portfolios of s Promotion History, Company Objectives & Constraints Individuals Forecasts of Preferences and Future Behavior Number of Market Segments 4 06/13/02 Seugi June 2002 v2.prz

5 ...So, how do you move from a product centric company to a customer centric company while achieving stellar results? 5 06/13/02 Seugi June 2002 v2.prz

6 The solution: creating a consolidated customer view that enables you to emulate the skills of your best salespeople. Personalized Interactions at Every Touchpoint Interactions O P T I M I Z A T I O N Internet Contact Center Field Reps Business Partners Marketing Sales Service Enterprise & Market Data Intelligence New customer intelligence technologies to better manage customer relationships 6 06/13/02 Seugi June 2002 v2.prz

7 SAS's Marketing Automation coupled with IBM's Enterprise Analytics services framework. This offering enables you to personalize interactions with every individual customer across every marketing channel in a consistent, focused manner to identify prospects, acquire new customers, maximize current customer relationships and increase lifetime value by truly knowing your customers for the first time 7 06/13/02 Seugi June 2002 v2.prz

8 The seven components of ECA provide SAS Strategic an end-to-end marketing solution Performance WebHound Web data 1 Strategy 2 Management Infrastructure Enterprise Miner in MA Response Data Information 3 4 Web Analytics Real time interactions Data Architecture & Analysis Real time Actions Data Warehouse Insights Web Delivery Score Card Scoring Segments SAS Warehouse Administrator 5 Real-time interactions SAS Marketing Automation Data Driven Personalization Campaign Management 6 7 Outbound batch contact stream Contact Mgmt Plan Reporting & Analysis Multi-channel Optimization SAS OLAP Enterprise Reporter 8 06/13/02 Seugi June 2002 v2.prz

9 The Enterprise Analytics Services Solution is comprised of 7 features: 1. Strategy 2. Infrastructure 3. Data Warehouse / Operational Data Store 4. Web Analytics 5. Data-Driven Personalization 6. Campaign Management 7. Multichannel Optimization While the seven features provide a logical framework for implementing the entire solution, they can also be implemented individually to address customers' specific needs. 9 06/13/02 Seugi June 2002 v2.prz

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11 Contact Information Dr. Alex Zekulin Bryan Foss 11 06/13/02 Seugi June 2002 v2.prz

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13 Marketing across traditional channels... Call Center Field Rep. Brick & Mortar 13 06/13/02 Seugi June 2002 v2.prz