Wat Is
Analytische CRM
Wat Is
Analytische CRM? The data existing in the enterprise contain a
multiplicity of information about customers and market-background.
The purposeful evaluation of the existing data, as well as the
linkage with external data sources can supply important answers for
marketing and selling. Wat Is Analytische CRM and what we can expect
out of it? More information about customer, competitor and
background the successful sales are bases for successful customer
first speech, efficient advertising measures and long-term customer
connection.
Wat Is
Analytische CRM and its benefits:
- Customer
cluster
- Portfolioanalysen
- Advertising
effectiveness
- Customer
typologies
- Process
analyses
- Market
analyses/market data
- Area analysis
- Competition
analysis
Wat Is
Analytische CRM and its focus? The focus of customer relationship
management investments has typically been to collect data generated
across channels (operational CRM). That will change in 2004.
According to a recent report, upcoming CRM investments, so-called
analytical CRM, will help executives make sense of -- and make
decisions based on -- the numbers.
According to
Boston-based AMR Research Inc., CRM investment will grow to $10.8
billion in 2004 -- that's $1 billion more than in 2003. Laura
Preslan, research director at AMR, said companies that have made
initial investments in data-collection tools are now looking to
spend as much as $1 million to $2 million on analytic and predictive
modeling tools that will help put more relevant data into their
forecasts. Such large-scale investments take anywhere from six to 12
months to deploy. "Companies have spent
millions of dollars to collect data," Preslan said. "Now, what do
you do with it? With analytic tools, companies will have the
visibility to make decisions using real-time data."
According to
earlier research by AMR, customer management comprised 16% of the
application budgets (which makes up about 19% of overall IT budgets)
for midsize to large companies. In 2003, nearly half of companies
(48%) said they were using CRM applications, and 25% said they were
implementing CRM.
Wat Is
Analytische CRM has to offer: Before companies can make new
investments in analytical CRM, Preslan said, they must clean up
their data warehouses, which are likely polluted with incorrect data
culled from legacy databases that were put together in piecemeal
fashion and from flat-out bad data that was entered incorrectly or
submitted falsely. This painstaking process can take several months
in severe cases, Preslan said.
Wat Is
Analytische CRM and what can companies do with this data? For
starters, they can change their marketing campaigns on the fly to
adjust to real market conditions, not just preliminary forecasts.
Preslan said one technology company she recently spoke with saw the
response rate to one of its campaigns jump from 0.5% to 3% (Preslan
said an uptick of 0.05% is considered good). That rate improvement
has contributed $15 million per quarter to the organization's bottom
line. She said analytical CRM has the potential to improve response
rates anywhere from 30% to 70%.
Preslan
stressed that it's not enough just to collect the data and generate
reports from it. Executives must devise strategies and communicate
them to the rest of the organization to maximize the benefits of CRM
investment. Too often, she said, the data stays within the marketing
department.
