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

BEFORE YOUR CAMPAIGN

This section describes a series of analytical options, based on the series of assumptions closely linked to your objectives and the maturity of your organization. In general, customer analytics is heavily associated with business intelligence and use of data warehouse data. In this chapter we also discuss the use of subject matter expert and questionnaire data as a means of making a segmentation model, simply because customer analytics should not be defined by where the data comes from but by the type of decision support that the data enables. See Chapter 1 for a more detailed discussion. This chapter promotes different analytically derived methodologies, used at different times, with no limitation on where the data is sourced; while still promoting a path that will mature your information systems. You can either choose to read the full chapter for inspiration, or you can go to parts of the chapter that you find most relevant. Exhibit 4.1 can show you where to go, if you choose to go directly to a specific section. Start using the decision tree in the upper left corner. Based on your response to the seven questions, you will get direction about what is likely to be relevant for you. The seven questions are:

1. Is it an existing business process? The purpose of this question is to uncover whether this acquisition campaign is something you have done before. If this is a completely new process, there cannot be any historical data to support your analytical ...