CRM Analytics as a Competitive Weapon
A Spotfire Hands-on Solution Series with Peter Kim |
In this Spotfire Solution Series, Peter Kim will be presenting a series of topics that introduce new ideas that will transform the sales and marketing landscape, enabled by a fundamental shift in the way sales managers and marketers can interact with and interrogate their data. Innovative approaches, processes and technology bring analytic capabilities to sales and marketing professionals, which will enable corporations to compete on analytics and compete on speed. This series shows how those fundamental shifts change the playing field and the concepts you need to understand to capitalize on this trend… or be left behind. Click here to subscribe to the series.
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OnDemand Webcasts:
Customer Segmentation and Profiling
Improved processes, accessible algorithms, and an intuitive user experience provide the ease and speed that makes possible the creation and use of context specific and one-time use segments and clusters. Traditionally, universal customer segmentation has been driven from an offline statistics team that has provided us with models for use in targeting such as best customer models. These segmentation schemes, however, have had little use beyond targeting, leaving marketers and sales people left questioning how to take action upon these audiences. Pricing, value proposition, and even message determination are now done without analytic guidance. Changing the workflow by bringing segmentation into the front office can create unique but actionable audience groups for every campaign to talk to your audience with pertinent propositions.
Click here to view archived webcast >> watch it now!
Sales Accelerator – Piercing Past the Pipeline
Customer Relationship Management (CRM) in the specific area of sales force automation (SFA) – such as Siebel, Salesforce.com, etc. – has suffered from a lack of real innovation for the past fifteen years, other than the delivery model. SFA was supposed to enable the sales force to be more productive and provide insight to management so that the sales pipeline could be managed with greater insight than the gut feel of the sales force. Today, none of these promises have been realized as SFA is used as a weapon against sales people and the only view we have into the pipeline is the familiar funnel. Sales acceleration leverages the insight and knowledge locked away in the captive SFA data and unleashes hunters in your sales force through facilitated access to hidden opportunities.
Click here to view archived webcast >> watch it now!
High Throughput Marketing
The campaign cycle as we know it is failing us. Campaign Management automation has accelerated the campaign cycle beyond our ability to analyze it, resulting in high volume but low yielding marketing. We look outside the marketing department to find solutions that can be applied to this problem. The result is High Throughput Marketing – a transformation of the campaign cycle into a competitive advantage.
Click here to view archived webcast >> watch it now!
High Throughput Marketing
The campaign cycle as we know it is failing us. Campaign Management automation has accelerated the campaign cycle beyond our ability to analyze it, resulting in high volume but low yielding marketing. We look outside the marketing department to find solutions that can be applied to this problem. The result is High Throughput Marketing – a transformation of the campaign cycle into a competitive advantage.
Click here to view archived webcast >> watch it now!
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Upcoming Webcasts:
Beyond the basket – Cross Sell and Upsell
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Cross sell and up-sell analysis has been stuck for years with only market basket analysis – identifying product attachment rates and potentially demographic affinity to various products. This approach ignores the rich vein of information that can be discerned from analyzing transactional trends – to inform as to WHEN a customer may be ready to purchase.
Stem the Tide – Using Pattern Recognition to Predict Churn / Attrition
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Companies in industries with high transaction volumes per customer, such as credit cards, banking, brokerage, and telecommunications, have the unique opportunity to see their customers' usage trends over time. Some of these trends are indicative of impending customer behavior, the most onerous of which is the loss of that customer. While we cannot tell you what actions will prevent the loss of that customer, we can show you how pattern recognition – both human visual pattern recognition and more algorithmic approaches – can aid in determining when an event may occur, providing valuable time to change courses and prevent the loss of one of your most valuable resources – your installed customer base.
Finding the future: Best Customer Projection
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Most companies today have a best customer model – platinum, gold, silver, etc. – usually based on some variation of lifetime value (LTV). By modeling the transaction stream that made these customers the most valuable, you can determine which customers are on the same path to become a member of one of your most valuable segments. Segmenting high potential customers to address them with different service levels and other differentiated offers can facilitate and ensure that these customers become MVP's.
Customer Showcase – Trinity Pharma Solutions showcases analytic applications in Sales and Marketing.
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Trinity Pharma Solutions provides consulting and solutions to pharmaceutical manufacturers to help sales management and brand managers to compete on analytics. See how their use of Spotfire provides compelling consulting services and furthermore, makes their clients more competitive.
About Peter Kim
As Director of crm analytics at Spotfire, Peter Kim helps companies compete on analytics by developing solutions that leverage companies’ human resource potential through guided, interactive visual analyses. Peter has extensive experience in the application of technology to address the strategic and tactical needs in sales, marketing, reporting and analytics through data warehousing, CRM, and business intelligence solutions. He was Director of Marketing Technology Solutions at Harte Hanks and a Senior Consultant at Wheelhouse Corporation. He was worked with clients such as Freddie Mac, Microsoft, Toyota, HP, RadioShack, and Staples in these roles. Previously, he led database marketing at iMarket (now a D&B company) and manufacturing management at Honeywell Bull. He has a BS in Manufacturing Engineering from Boston University and an MBA from Babson College.
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