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Customer Relationship Management using SAS Software Julian Kulkarni, SAS Europe Joanna Crosse, SAS UK Customer Relationship Management • • • • The Growing Pains... Complete CRM Business Model The Customer Cycle Customer Applications The growing pains of Mrs I. Deer, Marketing Manager, aged 34 3/4 Increased competition Decreased customer loyalty er e or t D c . I e r Mrs ting Di e Mark Not meeting targets The Growing Pains of Mr A. Countant, Finance Director, Aged 45.7784 Increased costs / risks Decreased resources ant t n u . Co ector A r ir M D e c n Fina Decreasing Profits The Growing Pains of Mr T. Ecke, IT Manager, aged 01010110 Too much data ??? Too many complex requests ckie E . Mr T rector i IT D Not delivering to end users Adding value to Customer Relationship Management The process of understanding and anticipating customer behaviour, in order to identify the most effective way to acquire new customers, exploit their lifetime value and retain existing ones. SAS INSTITUTE CUSTOMER RELATIONSHIP MANAGEMENT BUSINESS MODEL OPERATIONAL APPLICATIONS Call Centres OPERATIONAL DATA SOURCES Customer EPOS C U S T O M E R Campaign Management Mailing Centres Loyalty Card Schemes In Store Activities Web Sales Stocks Financial ATM Products Services Demographics Profiles Web Sites / Virtual Malls Personalised Offers / Services Survey Results Transactions Responses Mailing Lists Newsfeeds Surveys Competition Market Research Other External Sources SAS INSTITUTE CUSTOMER RELATIONSHIP MANAGEMENT BUSINESS MODEL OPERATIONAL APPLICATIONS Call Centres OPERATIONAL DATA SOURCES STRATEGIC TECHNOLOGIES TECHNIQUES Customer Data Warehouse Database Marketing EPOS Campaign Management Mailing Centres Loyalty Card Schemes In Store Activities Sales Stocks Personalised Offers / Services Data Mining ATM Products Services Data Visualisation Market Basket Analysis OLAP Merchandise Management Demographics Responses Mailing Lists MDDB Customer Profiling EIS Query & Reporting Competition Market Research Other External Sources Credit Scoring Fraud Detection Claims Risk Newsfeeds Surveys Category Management Market Segmentation Survey Results Transactions Customer Profitability Householding Financial Profiles Web Sites / Virtual Malls Targeted Marketing Web Statistics Business Reporting Behavioural Modelling Campaign Analysis SAS INSTITUTE CUSTOMER RELATIONSHIP MANAGEMENT BUSINESS MODEL OPERATIONAL APPLICATIONS Call Centres OPERATIONAL DATA SOURCES STRATEGIC TECHNOLOGIES TECHNIQUES Customer Data Warehouse Database Marketing EPOS C U S T O M E R Campaign Management Mailing Centres Loyalty Card Schemes In Store Activities Web Sales Stocks ATM Products Services Personalised Offers / Services Mailing Lists Competition Market Research Other External Sources C U Cross Selling S T O Up -Selling M E Retention R OLAP Merchandise Management Category Management Market Segmentation MDDB Customer Profiling EIS Query & Reporting Credit Scoring Fraud Detection Claims Risk Newsfeeds Surveys Customer Profitability Market Basket Analysis Survey Results Responses Acquisition Data Visualisation Demographics Transactions Targeted Marketing Householding Financial Profiles Web Sites / Virtual Malls Data Mining Statistics Business Reporting STRATEGIC GOALS Behavioural Modelling Campaign Analysis Winback Customer Relationship Management The Customer Cycle New Customers Acquisition AIM: Winback Customer Retention Cross Selling Up Selling MANAGE AND OPTIMISE THIS PROCESS Acquisition Winback Cross Customer Selling Retention Acquisition Up Selling Database Marketing Customer Profiling Targeted Marketing Campaign Analysis Market Segmentation Credit Scoring Behavioural Modelling Customer Profitability Claims Risk Acquiring and selling to target customers. How can I best use my sales and marketing resources to meet my objectives? Which customers should I target? What products and services should I offer them? What pricing policy should I adopt? How should I communicate with them? How can I increase the response rate? Which customers are good payers? Which customers will be the most profitable? How can I measure my success? Acquisition Winback Cross Customer Selling Retention Cross Selling / Up Selling Up Selling Database Marketing Customer Profiling Targeted Marketing Campaign Analysis Market Segmentation Merchandise Management Market Basket Analysis Behavioural Modelling Category Management Customer Profitability Maximising the lifetime value of customers. Which customers are the most profitable? How do I identify and exploit their lifetime value? Which customers should I target? What products and services should I offer them? How should I communicate with them? How can I increase the response rate? How can I measure my success? Acquisition Winback Cross Customer Selling Retention Retention Up Selling Database Marketing Customer Profiling Targeted Marketing Campaign Analysis Market Segmentation Credit Scoring Behavioural Modelling Customer Profitability Claims Risk Keeping customers by understanding the reasons why they are likely to leave and how to stop them. Which customers are likely to leave? What reasons are they likely to leave for? What would make them stay? Is it worth it? What products & services should we offer them? How should we communicate with them? How can we increase the response rate? How can we measure our success? Acquisition Winback Cross Customer Selling Retention Winback Up Selling Behavioural Modelling Customer Profiling Targeted Marketing Campaign Analysis Market Segmentation Credit Scoring Claims Risk Customer Profitability Database Marketing Re-acquiring customers who have left by understanding why they left and what will make them come back. Why did they leave? Do we want them back? Is it worth getting them back? What would make them come back? How should we communicate with them? How can we increase the response rate? How can we measure our success? Customer Relationship Management The Customer Cycle New Customers Acquisition AIM: Winback Customer Retention Cross Selling Up Selling MANAGE AND OPTIMISE THIS PROCESS Customer Relationship Management The Customer Cycle New Customers Acquisition Winback Customer Retention Cross Selling Up Selling This is where the money is! Customer Relationship Management Applications - Best of Breed Approach 1 Database Marketing Campaign Campaign Analysis Analysis Targeted Targeted Marketing Marketing Customer Customer Profitability Profitability Customer Customer Profiling Profiling Market Market Segmentation Segmentation Market Basket Market Analysis Analysis Category Category Management Management Merchandise Merchandise Management Management Behavioural Behavioural Modelling Modelling Fraud Detection Detection Householding Householding Claims Risk Credit Credit Scoring Scoring Customer Relationship Management Applications - Best of Breed Approach - 2 Database Marketing Campaign Campaign Analysis Analysis Targeted Targeted Marketing Marketing Customer Customer Profitability Profitability Customer Customer Profiling Profiling Market Market Segmentation Segmentation Market Basket Market Analysis Analysis ?!?!?!?!! ?!?!?! Merchandise Merchandise Management Management Behavioural Behavioural Modelling Modelling Fraud Detection Detection Category Category Management Management Householding Householding Claims Risk Credit Credit Scoring Scoring Customer Relationship Management Applications - SAS Institute Integrated Approach Database Marketing Campaign Analysis Targeted Marketing Customer Profiling Customer Profitability Acquisition Market Segmentation Winback Customer Market Basket Analysis Cross Selling Category Management Merchandise Management Up Selling Retention Behavioural Modelling Fraud Detection Householding Claims Risk Credit Scoring Customer Relationship Management The Customer Cycle New Customers Acquisition SAS Software Winback Customer Retention Cross Selling Up Selling SAS INSTITUTE CUSTOMER RELATIONSHIP MANAGEMENT BUSINESS MODEL OPERATIONAL APPLICATIONS Call Centres OPERATIONAL DATA SOURCES C U S T O M E R Mailing Centres Loyalty Card Schemes In Store Activities Web Personalised Offers / Services SAS Data Warehouse Database Marketing Sales Stocks Financial ATM Products Services SAS Enterprise Miner STRATEGIC GOALS Survey Results Transactions SAS OLAP SAS MDDB SAS EIS SAS Query & Reporting Responses Mailing Lists Newsfeeds Surveys Competition Market Research Other External Sources Targeted Marketing Acquisition Customer Profitability C U Cross Selling S T O Up -Selling M E Retention R Householding Market Basket Analysis Demographics Profiles Web Sites / Virtual Malls SAS APPLICATIONS Customer EPOS Campaign Management SAS TECHNOLOGIES Category Management Merchandise Management Market Segmentation Customer Profiling Credit Scoring SAS Statistics, Fraud Detection Visualisation SAS Enterprise Reporter Claims Risk Behavioural Modelling Campaign Analysis Winback Customer Relationship Management • Thank you for your attention • For more information, please visit the Data Mining / Customer Relationship Management Booth at SEUGI