Win with Advanced Business Analytics: Creating Business Value from Your Data

EXECUTION AND MEASUREMENT PILLAR

Execution is the step where your business analytics vision becomes a reality, wowing end users through creating powerful tools that solve real business problems and needs and that lead to real business impact. When we talk about that “wow factor,” we think of our first iPod and the amazing ability to transport an entire music library wherever you go. Talk about a revolution—and a moment of breathtaking realization.

For one of the coauthors, JP Isson, one of his greatest moments of execution as a business analytics professional was implementing an end-to-end Customer Lifetime Value (CLTV) during his time in the telecommunications industry. Before he implemented the CLTV, his vision was to align customer service and sales based on customers’ CLTV segment score, offering premiums and incentives for the most valuable customers, knowing who they were, and scoring that value relative to the rest of our customer base.

Determined by the CLTV score, CRM activities were subsequently based on this project, but more important, he recommended providing customer service staff with a kind of premium caller ID, which showed the staff not only the customer’s name and number but also his or her underlying CLTV information.

Suddenly, customer service staff could see at a glance the caller’s churn risk, product offering, and segment score—information that could be acted on in real time. This is an example of execution—creating an integrated solution that leads to a ...