This section describes a series of analytical options you have, based on assumptions closely linked to your objectives and the maturity of your organization. In general, customer analytics is heavily associated with business intelligence and usage of data warehouse (DW) data, particularly when it comes to selling to an already existing customer base. In this chapter we also discuss the use of subject matter experts and questionnaires as data sources, because customer intelligence should not be defined by where the data comes from but by the type of decision support that it enables. (See Chapter 1 for a more detailed discussion.) This chapter therefore promotes different analytical methodologies that can be used depending on the information you have available in your organization. The chapter also promotes a path of how to become information driven in the future.

You can either read the full chapter for inspiration, or you can go to the parts of the chapter that you find the most relevant. Exhibit 5.1 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 five questions, you will get direction about what is likely to be relevant for you. The five questions are:

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

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