【正文】 omer attributes. High level categories exist based on standard characteristics . channel, specialty shopper, etc. Company has defined segments either through needsbased or behaviorbased analysis. However, the marketing department/anization does not revolve around segments and the planning loosely involves segmentrelated issues. Company utilizes a bination of needsbased and behavior based segmentation and has created segment owners with Pamp。 Klein page 122 Basic Developing Advanced Campaign Strategy Strategic Development ? Development of strategic objectives ? Ailing the anization ? Developed tailored offers ? Quantitative Analysis ? Develop Operating Measures 28 The Fragmented Market of Marketing Technology CRM Suites Data Integration/Cleansing Reporting/ OLAP Personalization ?Siebel ?Amdocs ?SAP ?PeopleSoft ?Oracle ?Kana ? ?Remedy ? ?Hyperion ?Oracle ?Siebel ?Cognos ?Business Objects ?Microsoft ?SAS ?Actuate ?Brio ?Informatica ?Blue Martini ?ATG ?BEA ?IBM ?Broadvision ? ?SAS ?SPSS ?Unica ?Vigte ?Macromedia ?Informatica ?Ascential ?Business Objects ?Sagent ?Ab Initio ?Trillium ?FirstLogic ?Group 1 ?BEA ?WebMethods ?Vitria ?Tibco ?Compaq Campaign Management/Marketing Resource Management ?DoubleClick ? ?Unica ?MarketFirst ?Aprimo ?Chordiant ?Teradata ?SAS ?Siebel Web Behavior ?SPSS ? ?Accrue ?Webtrends ?Macromedia ?Personify Predictive Modeling ?KXEN ?SAS ?SPSS ?Quadstone ?HNC ?Unica To create a world class marketing system still requires the integration of many different tools, technologies and applications to satisfy all of the needs and requirements of today’s marketing anization 29 Customer Intelligence Roadmap Strategy Customer Intelligence needs to support budgeting, scenario planning, and customer insight, and historical performance reporting. BAM Decision Enablement Business Performance Management CI Infrastructure Business Activity Monitoring (BAM) – Not Applicable Decision Enablement – SAS, Strategic Performance Manager, SAP SEM Business Performance Management – Unica, Aprimo, Siebel, DoubleClick CI Infrastructure – Business Objects, Cognos, MicroStrategy, Hyperion. Financial Planning through ERP systems like Oracle, SAP, PeopleSoft. Predictive modeling like SAS, SPSS Reporting Financial Budgeting Marketing Resource Management Enterprise Performance Management Data Mining 30 Planning Defined Campaign Pamp。L ? Data driven approach to understand campaign profitability Quantitative Approach ? Raw Data: 103 Demographic variables describing 35,000 geographic zip code areas 1. Normalize data 2. Factor Analysis to determine lifestyle factors 3. Samples are taken within clusters of Zip codes to ensure statistical validity 4. Take sample results of Zip code Cluster and run a stepwise multivariate regression analysis to evaluate independent variables 5. Develop Predictive Formula – 8 of the 103 variables are used in the formula 6. Analysis can now be run to analyze what ZIP codes are profitable and what Lifestyle messages should be sent 32 Planning Best Practice Basic Developing Advanced Organizational knowledge is stored in the heads of the marketing department. Ad hoc project planning and little cross departmental coordination occurs. Research into past performing campaigns are rare. Research into past performing campaigns is an intimate part of the campaign planning process. Marketing processes are defined and documented and best practices are identified periodically. Campaign project plans, processes, and collaboration between departments and third parties are automated. Best practices and project plans can easily be viewed, incorporated, socialized, and institutionalized. 33 Planning Campaign Design Basic Developing Advanced Target Audience of campaigns are created based on a particular product / promotion and match customers on gut feeling or the standard way. Contact policies and plans are not leveraged. Most lists are generated to match a budget constraint. Typically single channel Historical campaign response, market research and some customer analysis are used to choose the target audience. Response reports and response mechanisms are loosely defined with little crossdepartmental cooperation. Multiple channels are leveraged, but usually randomly selected. Predictive models score choose target audiences based on channel preferences, historical responses, privacy preferences, market research and segmentation. Response reports, goals, success metrics, and response mechanism are firmly defined. 34 Sears1 Tying it all Together Sears has bined several of their data capture system into one 70 terabyte enterprise system. This has created a single view of their customer across across channels and segments. Objective: “We were driven by the needs of the business to do more targeting of our customers. What we have done is bine the customer warehouse with the ledger and inventory system on a single platform” Quote from Ben Bernstein of Sears. 1“Sears Consolidates Data Warehouses”, Executive Technology, June 2020, 48. Basic Developing Advanced Campaign Planning Campaign Design ? Single View of the Customer ? Assist demand planning ? Enterprise Scenario planning 35 Customer Intelligence Roadmap – Planning BAM Decision Enablement Business Performance Management CI Infrastructure Business Activity Monitoring (BAM) – Not Applicable