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 (DW) data, particularly when it comes to customer retention. In this chapter we also discuss the use of subject matter experts and questionnaires as data sources, simply 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 promotes different analytical methodologies that can be used at different times with no limitation on where the data is sourced. The chapter also promotes a path of how to become better at using more information in the way you do marketing.

You can either choose to read the full chapter for inspiration, or you can go to the parts of the chapters that you find the most relevant. In all cases, you should, however, read the section “Introduction to Customer Retention” as an introduction to the subject. Exhibit 6.1 can give you some indication about which section to read afterward, if you choose only to read selected sections. Start using the decision tree in the upper left corner. Based on your response to the next three questions, you will get direction about what is likely to be relevant for you. The three questions are:

1. Do you wish ...