Software review A sample road map for analytical CRM
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Shaun Doyle is CEO of Cognitive Box, a marketing technology solution provider. Prior to setting up Cognitive Box he was VP Intelligent Marketing Solutions at SAS. In this role he worked with various parts of the SAS organisation to develop business-orientated solutions for marketing, in particular the SAS Marketing Automation (MA) Solution and SAS’s industry specific solutions for telco and retail banking. He was founder and chairman of Intrinsic, a campaign management vendor acquired by SAS in March 2001. He is well known in the marketing industry and regularly participates in leading industry conferences. He is also author of a number of papers on the application of database marketing that have been published in the UK and elsewhere.
Abstract This paper provides a check list of the types of activities that could form part of an analytical customer relationship management (CRM) road map and provides a high level description of these activities, the potential business impact, implications for implementation and examples of best practice. It uses a fictitious telco company to illustrate the initiatives.
INTRODUCTION This paper provides a list of the types of activities that could form part of an analytical customer relationship management (CRM) road map. It aims to provide a checklist that could be used to drive discussion in this area. A fictitious mobile telecommunications company is used to illustrate the initiatives. This sector was chosen as, in the author’s experience, many of these companies are struggling with this issue. They have developed good processes to address churn but do not know where to go from there. Shaun Doyle Cognitive Box (Consulting) Ltd, Sams Barn, The Greenway, West Hendred, Wantage, Oxon, OX12 8RD, UK. Tel: ⫹44 (0)1235 821 353; Fax: ⫹44 (0)1235 861 678; e-mail: shaun.doyle@ cognitivebox.com
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BACKGROUND The fictitious mobile telecommunications company is called New Telco. It has been using mining technology for a while to drive retention activities. It has a number of churn models which are used in
Database Marketing & Customer Strategy Management
combination with the customer lifetime value to determine the most appropriate retention offer. It has a simple solution in the call centre to support cross selling but there are no analytics driving this process. Campaign management technology has been in place for a number of years and the campaign performance reporting is stable and robust. The primary source of data for the campaign management, mining and reporting activities is a large data warehouse that has been in place for 6–7 years. The following section describes a long list of potential CRM initiatives that New Telco could adopt over the next few years. Its primary purpose is to stimulate informed discussion on the possible direction for the business. These initiatives are broken into the following areas: • Data mining • Offer management
Vol. 12, 4, 362–377
Henry Stewart Publications 1741–2447 (2005)
Software review
• Segmentation • Channel management • Activity based co
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