RFM (recency, frequency, monetary) analysis is used by marketing to determine their campaign targets. It is based on three metrics from the previous sales records: Read the rest of this entry »
Archive for the ‘Marketing Intelligence’ Category
Posted by Dylan Wan on March 9, 2008
Posted by Dylan Wan on August 14, 2007
Why is the customer dimension so important?
- A well-maintained, well-deployed conforming customer dimension is the cornerstone of sound customer centric analysis
What are special characteristics of the customer dimension?
- Customer dimension is extremely deep. It may have million rows.
- Customer dimension is extremely wide. It has hundreds of attributes.
- Customer dimension changes often. It is not really a slowly changing dimension. It is sometimes called as rapidly changing monster dimension.
- Keeping the historical images of the customer data is important.
- The data in the customer dimension come from multiple sources. Matching, de-dup, standardization among different sources is critical for successfully conforming the dimension.
- The customer dimension with data may be enriched from the external data.
- Customer data is the source for other dimensions – geography, industry, lines of business, etc.
- You have to comply with the privacy regulation.
- The data from external source may be only licensed for a period of time. The external data need to be associated with your own internal data for analysis for special purposes and the data need to be removed from your database.
- The customer dimension itself is actually a source of fact tables. For example, # of customer living in California with the breakdown by age groups.
Posted in BI, BI Work, Business Intelligence, CDH, CDI, Customer Data Integration, Customer Intelligence, Data Warehouse, Marketing Intelligence, Master Data Management, MDM, Sales Intelligence, Service Intelligence, UCM | Leave a Comment »
Posted by Dylan Wan on March 5, 2007
Up-sell and cross-sell are important for your business due to the increasing competitions and market volatility. You need to maximize your customer value by selling more to your existing customers. Up-sell and cross-sell are key drivers of deploying a business intelligence analytical application, which can help you identify new source of revenues.
Up-Sell and Cross-sell are defined as below: Read the rest of this entry »
Posted by Dylan Wan on December 25, 2006
This arcticles examines the major business drivers of business intelligence and the typical business intelligence applications. Some BI applications are common for all types of enterprise, others are specific to some industries.
Posted in BI, BI Application, Business Intelligence, Customer Intelligence, Data Warehouse, Financial Intelligence, Human Resource Intelligence, Marketing Intelligence, Procurement Intelligence, Project Intelligence, Sales Intelligence, Service Intelligence | Leave a Comment »