Business Analytics for Sales and Marketing Managers: How to Compete in the Information Age

Business Analytics for Sales and Marketing Managers: How to Compete in the Information Age

by Gert H.N. Laursen
Released April 2011
Publisher(s): Wiley
ISBN: 9780470912867

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Book description

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.

Table of contents

  1. Cover
  2. Wiley & SAS Business Series
  3. Title page
  4. Copyright page
  5. Preface
  6. Acknowledgments
  7. CHAPTER 1 Introduction
    1. DEFINITION OF CENTRAL CONCEPTS USED IN THIS BOOK
    2. MORE THAN JUST TECHNICAL SOLUTIONS
    3. WHAT IS AN INFORMATION STRATEGY?
    4. REVOLUTIONARY VERSUS EVOLUTIONARY PROCESS CHANGES
    5. SEGMENTATION AND DATA WAREHOUSING
    6. SEGMENTATION BASED ON DATA WAREHOUSE INFORMATION
    7. SEGMENTATION BASED ON NON–DATA WAREHOUSE INFORMATION
    8. OTHER CONSIDERATIONS
  8. CHAPTER 2 Identify What You Want to Achieve: The Menu on a Strategic Level
    1. PRESENTING THE WHALE
    2. CUSTOMER VALUE ESTIMATION
    3. FROM STRATEGY TO MENU
    4. GENERIC CRM STRATEGY
    5. USING CUSTOMER ANALYTICS AS INSPIRATION FOR A CRM STRATEGY
    6. FINAL WORD OF ADVICE
  9. CHAPTER 3 Lead Information for Identifying Valuable Customers: The Recipe
    1. CUSTOMER VALUE ESTIMATION FOR NEGOTIATIONS
    2. CUSTOMER VALUE ESTIMATION FOR VALUE-BASED SEGMENTATION
  10. CHAPTER 4 Lead Information: What You Need to Know before Launching New Acquisition Activities
    1. BEFORE YOUR CAMPAIGN
    2. FINDING THE MOST VALUABLE TARGET GROUP
    3. PROFILING TARGET GROUPS
    4. WORKING WITH DECISION TREES
    5. NEEDS-BASED SEGMENTATION CREATED FROM DATA WAREHOUSE DATA
    6. VALUE-BASED SEGMENTATION CREATED FROM DATA WAREHOUSE INFORMATION
    7. NEEDS-BASED SEGMENTATION CREATED FROM QUESTIONNAIRE DATA
    8. DESIGNING A QUESTIONNAIRE
    9. SEGMENTATION BASED ON WORKSHOPS
    10. SEEING THE ACQUISITION PROCESS FROM A DYNAMIC PERSPECTIVE
  11. CHAPTER 5 Lead Information: What You Need to Know before Launching New Sales Activities
    1. BEFORE YOUR CAMPAIGN
    2. FINDING THE MOST VALUABLE CAMPAIGNS
    3. PROFILING TARGET GROUPS
    4. GENERAL OFFERS BASED ON THE CUSTOMER PROFILES
    5. PROMOTION OF REPLACEMENT OFFERS
    6. COMPETING ON WALLET SHARE
    7. PROMOTING BUNDLED OFFERS
    8. GROWTH CAMPAIGNS BASED ON QUESTIONNAIRE DATA AND WORKSHOPS
    9. SEEING THE CRM SELLING PROCESS FROM A DYNAMIC PERSPECTIVE
  12. CHAPTER 6 Lead Information for Customer Retention
    1. BEFORE YOUR CAMPAIGN
    2. INTRODUCTION TO CUSTOMER RETENTION
    3. FINDING THE MOST VALUABLE CAMPAIGNS
    4. IMPROVING THE HIT RATES OF EXISTING CAMPAIGNS
    5. IDENTIFYING CUSTOMERS FOR MULTIPLE CAMPAIGNING
    6. IDENTIFYING CUSTOMERS FOR SINGLE CAMPAIGNING
    7. CREATING SIMPLE WARNING SYSTEMS
    8. CREATING COMPLEX INFORMATION AND WARNING SYSTEMS
    9. RETENTION AND LOYALTY PROGRAMS BASED ON SURVEYS
    10. LOYALTY PROGRAMS BASED ON SUBJECT MATTER EXPERT INTERVIEWS
    11. SEEING THE RETENTION PROCESS FROM A DYNAMIC PERSPECTIVE
  13. CHAPTER 7 Working with Lag Information
    1. STRUCTURE OF THIS CHAPTER
    2. LAG INFORMATION FOR EVOLUTIONARY PROCESS IMPROVEMENTS
    3. RELATIONSHIP BETWEEN LEAD AND LAG INFORMATION
    4. WAYS OF USING LAG INFORMATION
    5. LAG INFORMATION AS A LINK TO STRATEGIC OBJECTIVES
    6. LINK TO THE SEGMENT AND TURNOVER MOVEMENT MODEL
    7. CAMPAIGN-LEVEL PERFORMANCE TRACKING ON CONTINUOUS CAMPAIGNS
    8. CONSOLIDATING AND USING THE INPUTS
    9. CAMPAIGN-LEVEL PERFORMANCE TRACKING ON TIME-LIMITED CAMPAIGNS
    10. CUSTOMER-LEVEL PERFORMANCE TRACKING
  14. CHAPTER 8 Working with Learning Information: The Recipe
    1. USING LEARNING INFORMATION IN OTHER HORIZONTAL DEPARTMENTS
    2. USING LEARNING INFORMATION TO IMPROVE YOUR STRATEGY
    3. PROCESS MATURITY PERSPECTIVE
  15. CHAPTER 9 Case Study of a Retention Strategy
    1. MAKING A TEAM
    2. PROGRAM-LEVEL LEAD INFORMATION
    3. HAPPY CHURN PROJECT
    4. UNHAPPY CHURN PROJECT
    5. SHOULD NOT HAVE BEEN IN PROJECT
    6. TREATED-RIGHT PROJECT
    7. RESULTS OF THE PROJECT AND THE NEXT STEPS
  16. About the Author
  17. Index

Product information

  • Title: Business Analytics for Sales and Marketing Managers: How to Compete in the Information Age
  • Author(s): Gert H.N. Laursen
  • Release date: April 2011
  • Publisher(s): Wiley
  • ISBN: 9780470912867