Business Analytics for Sales and Marketing Managers: How to Compete in the Information Age [NOOK Book]

Overview

Expert guidance on information management for optimum customer intelligence processes

Providing essential guidance for information management, this book helps you understand the basics of information management, how to design and launch customer intelligence campaigns, and optimize existing customer intelligence processes.

  • How to align ...
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Business Analytics for Sales and Marketing Managers: How to Compete in the Information Age

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Overview

Expert guidance on information management for optimum customer intelligence processes

Providing essential guidance for information management, this book helps you understand the basics of information management, how to design and launch customer intelligence campaigns, and optimize existing customer intelligence processes.

  • How to align information management with company strategy
  • Examines how to get, grow, and retain valuable customers
  • Discusses how to optimize existing customer intelligence processes

Showing you how to make extensive use of data, statistical, and quantitative analysis, explanatory and predictive modeling, and fact-based management to drive decision making, Business Analytics for Customer Intelligence provides you with the tools your business needs to optimize you data driven processes.

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Product Details

  • ISBN-13: 9781118030387
  • Publisher: Wiley
  • Publication date: 3/16/2011
  • Series: Wiley and SAS Business Series , #41
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 256
  • File size: 5 MB

Table of Contents

Preface.

Acknowledgments.

Chapter 1: Introduction.

Definition of Central Concepts Used in This Book.

More than Just Technical Solutions.

What Is an Information Strategy?

Revolutionary versus Evolutionary Process Changes.

Segmentation and Data Warehousing.

Segmentation Based on Data Warehouse Information.

Segmentation Based on Non Data Warehouse Information.

Other Considerations.

Note.

Chapter 2: Identify What You Want to Achieve: The Menu on a Strategic Level.

Presenting the Whale.

Customer Value Estimation.

From Strategy to Menu.

A Generic CRM Strategy.

Using Customer Analytics as Inspiration for a CRM Strategy.

Final Word of Advice.

Note.

Chapter 3: Lead Information for Identifying Valuable Customers: The Recipe.

Customer Value Estimation for Negotiations.

Customer Value Estimation for Value Based Segmentation.

Chapter 4: Lead Information: What You Need to Know before Launching New Acquisition Activities.

Before Your Campaign.

Finding the Most Valuable Target Group.

Profiling Target Groups.

Working with Decision Trees.

Needs Based Segmentation Based on Data Warehouse Data.

Value Based Segmentation based on Data Warehouse Information.

Needs Based Segmentation Based on Questionnaire Data.

Designing a Questionnaire.

Segmentation Based on Workshops.

Seeing the Acquisition Process from a Dynamic Perspective.

Note.

Chapter 5: Lead Information: What You Need to Know before Launching New Sales Activities.

Before Your Campaign.

Finding the Most Valuable Campaigns.

Profiling Target Groups.

General Offers Based on the Customer Profiles.

Promotion of Replacement Offers.

Competing on Wallet Share.

Promoting Bundled Offers.

Growth Campaigns based on Questionnaire Data and Workshops.

Seeing the CRM Selling Process from a Dynamic Perspective.

Note.

Chapter 6: Lead Information for Customer Retention.

Before Your Campaign.

Introduction to Customer Retention.

Finding the Most Valuable Campaigns.

Improving the Hit Rates of Existing Campaigns.

Identifying Customers for Multiple Campaigning.

Identifying Customers for Single Campaigning.

Creating Simple Warning Systems.

Creating Complex Information and Warning Systems.

Retention and Loyalty Programs Based on Surveys.

Loyalty Programs Based on Subject Matter Expert Interviews.

Seeing the Retention Process from a Dynamic Perspective.

Notes.

Chapter 7: Working with Lag Information.

Structure of This Chapter.

Lag Information for Evolutionary Process Improvements.

Relationship between Lead and Lag Information.

Ways of Using Lag Information.

Lag Information as a Link to the Strategic Objectives.

Link to the Segment and Turnover Movement Model.

Campaign Level Performance Tracking on Continuous Campaigns.

Consolidating and Using the Inputs.

Campaign Level Performance Tracking on Time Limited Campaigns.

Customer Level Performance Tracking.

Chapter 8: Working with Learning Information: The Recipe.

Using Learning Information in Other Vertical Departments.

Using Learning Information to Improve Your Strategy.

The Process Maturity Perspective.

Notes.

Chapter 9: Case Study of a Retention Strategy.

Making a Team.

Program Level Lead Information.

The “Happy Churn Project”.

The “Unhappy Churn Project”.

The “Should Not Have Been in Project”.

The “Treated Right Project”.

Results of the Project and the Next Steps.

About the Author.

Index.

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    Posted April 14, 2013

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