Module 6 - Putting It Together_Integrated View of Customers.pdf

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FUNDAMENTALS OF BUSINESS ANALYTICSCSSELEC3
Fundamentals of Business AnalyticsLESSON #6PUTTING IT TOGETHERCOMPETITIVEINTELLIGENCE, IVOC &EFFECTIVE ANALYTICSCOMMUNICATION
Learn and understand how to build a customerintelligence solutionIdentify and understand the best practices for anintegrated view of customersApply the different methods and techniques ondescriptive analytics, prescriptive analytics andpredictive analyticsFundamentals of Business Analytics
Apply the different formulas on excel to get the correctvalues required to solve a problemAnalyze the data stored in excelFundamentals of Business Analytics
Fundamentals of Business AnalyticsCOMPETITIVE INTELLIGENCE
Ananalyticalprocessbywhichpubliclyavailableinformationiscollectedandtransformedinanethicalmanner through analysis into valuable insight regardingcompetitors.theactionofdefining,gathering,analyzing,anddistributingintelligenceaboutproducts,customers,competitors, and any aspect of the environment needed tosupportexecutivesandmanagersinstrategicdecisionmaking for an organizationFundamentals of Business Analytics
Fundamentals of Business Analytics
Fundamentals of Business Analytics
Factors affecting successfulcompetitive intelligence:Executive sponsorshipAlignment with business objectivesStrong communication systemsRelationships matterBias to actionFundamentals of Business Analytics
Fundamentals of Business AnalyticsINTEGRATED VIEW OF CUSTOMERS
Fundamentals of Business AnalyticsEnsure the business and decision makers havea single source of truthThe Integrated View ofCustomer (IVoC)Taking customers to a higher level of responsiveness and profitability by rendering a truly integratedview of each and every relationship requires more than a customer relationship management anddata warehousing solution; it requires to be driven by analytics.
Fundamentals of Business AnalyticsAn IVoC (Integrated View of Customer) capability is composed of:Customer contact andmarketing processesTechnologies that deliverthe required dataAn organization andgovernance modelenabled by technologyCustomer insights canbe generatedRight BusinessFunctionCustomer Strategy
Fundamentals of Business AnalyticsThree Vital Components to Producing Business ValueDataRulesContext
Relationship Marketing Process•Segment customers by “value” or “worth” and identifymost valuable customers and least valuable customersIdentify customers that are not profitable (to invest in,collaborate with, or cater to) and treat appropriately;understand and predict customer needsUnderstand the importance of each customer touch pointon buyer valuesFundamentals of Business Analytics
Develop one-to-one marketing that allows the

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