Synopses & Reviews
Business Analytics for sales and marketing Managers
What's the most valuable asset your business possesses? Intellectual properties are vital. Your workforce is essential. However, without customers, there is no business.
Business Analytics for Sales and Marketing Managers offers a unique and strategic perspective on customer intelligence as a platform for long-term business growth and success. Veteran customer intelligence thought leader Gert Laursen illustrates how you can use customer analytics to create agility within your business so it can react with spot-on accuracy to sudden market changes.
On the pulse of what's going to keep you in business for years to come, Business Analytics for Sales and Marketing Managers shows you how to gain the most opportunity and value from customer analytics, with a look at:
Knowing which customer relations to focus on
The secret to knowing when your strategic focus needs recalibrating
How to make and implement a value-based segmentation
Boosting customer acquisition processes through data warehouse data, questionnaire data, and more
How to keep your customersand keep them happy
Revealing how customer analytics is more about sound decision support than algorithms and software, this guide boils a concentrated exploration of which data and analytical methods to consider and how to put it all together toward improving your business processes.
Make the most of information at your fingertips. Business Analytics for Sales and Marketing Managers shows you how, with the tools your business needs to optimize its data-driven processes, to create competitive advantage and keep your customers.
Synopsis
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.
Synopsis
No matter what business you're in, you're ultimately in the customer business.
The definitive work on customer analytics, Business Analytics for Sales and Marketing Managers provides a thought-filled road map to transforming your organization into an agile and responsive team capable of winning and keeping customers in today's complex and ever-changing marketplace.
Revealing the role of customer analytics as every business's driving force, this book shows you how to put it to work for your business, with expert guidance on:
Using customer analytics as inspiration for a CRM strategy
Finding the most valuable target group
What you need to know before you launch new sales activities
Lead, Lag, and Learning Informationcustomer retention jewels
Customer value estimation for negotiations
Seeing the CRM selling process from a dynamic perspective
A must-read for any business striving for high performance in our economy's "new normal," the concepts in this book carefully lay out practical approaches to building a solid bridge between your organization's strategies and its objectives.
Filled with "recipes" providing practical descriptions of what needs to take place at operational and project levels, Business Analytics for Sales and Marketing Managers has the advice you need to make the right customer-centric decisions that will set your business apart from the rest of the pack.
About the Author
Gert H. N. Laursen is head of customer intelligence at Maersk Line, the largest containerized shipping company in the world. He focuses on helping product-oriented organizations become more customer-centered through the use of various data sources, including data warehousing, questionnaires, and one-to-one interviews with customers, first-line staff, sales organizations, and other subject matter experts.
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.