Methodologies, Technology and Techniques

In this chapter we will introduce some methodologies, technology and techniques that can be used to analize customer data.

Customer Pipeline

How we want customers to behave: Customer Pipeline

Customer Journey

How customers behave:

Customer Journey

Technologies

  • Business Intelligence: includes strategies, technologies and information systems aiming to improve decision-making based on past performance using reporting, OLAP, Dashboards, Balanced Scorecard, Scoreboards, Data Visualization, Data Storytelling, and others.
  • Data Analytics: includes strategies, technologies and information systems aiming to identify patterns and predict trends and behaviours using Data Mining, Text Mining, Machine Learning, Artificial Intelligence, Cognitive Systems and others.
  • Big Data: includes strategies, technologies and information systems aiming to capture, process, store, analyse and visualize complex data sets using batch processing, streaming processing, NoSQL, HPC, MPP, In-Memory and others.
  • Data Management: includes strategies, technologies and information systems aiming to provide information management capabilities using Data Governance, Data Quality, Master Data Management and others.
  • Data Brokerage: includes strategies, technologies and information systems aiming to create data marketplaces for raw data or insights.

Types of analysis

Strategy Type of analysis
Customer understanding Homogeneous and heterogeneous clustering, Demographic (and others) profiling, trends and patterns,...
Customer acquisition Propensity analysis, factor analysis, affinity models,...
Customer Loyalty and profitability Propensity analysis, cross-selling and up-selling analysis, Affinity analysis, Social Analytics, Sentiment Analytics, RFM Modeling, Price elasticity, customer satisfaction analysis,...
Customer retention Churn Analysis, Response models, What-if Analysis,...
Efficiency Marketing Mix models, customer journey analysis, customer location & device usage analysis,..

Types of analysis - How they relate

According to Forrester:

Customer Analytics

Understanding your customer

What does it mean understanding your customer? There are different perspectives:

  • Behavioral perspective. Punctuality (payment). Risk Index. Purchasing patterns. Affinity analysis. Propensity analysis. Punctuality profiling. Risk profiling. Event patterns.
  • Profitability perspective. Current profitability. Future profitability. Wallet share. Profitability Profiling. Profitability Conversion.
  • Lifecycle perspective. CLV. CLV profiling
  • Loyalty perspective. Recency. Frequency. Monetary value. Churn. Acquisition. Retention. Increase. RFM profiles. Retention profiles. Growth profiles.
  • Interest perspective. Response rate. Response modeling. Response analysis. Response profiles
  • Campaign perspective. Response rate. ROI. Estimated value added. Lifting. Effectiveness of events. Profitability Cannibalization. Events Cannibalization. Event profitability. Cross-channel effectiveness.

Types of analysis and Techniques

Knowledge

Analysis Method Techniques Capabilities
Punctuality Querys/Reporting Structured Procedures Business Intelligence
Risk index Querys/Reporting Structured Procedures Business Intelligence
Purchasing patterns Querys/Reporting OLAP Business Intelligence
Affinity Analysis Descriptive Analysis Basket Case Analysis Business Analytics
Propensivity Analysis Descriptive Analysis Affinity Analysis Business Analytics
Punctuality Profiling Descriptive Analysis Decision Trees, Induction Rules Business Analytics
Risk Profiling Predictive Analysis Multi-regression Business Analytics
Events patterns Predictive Analysis OLAP, Association Rules Business Analytics

Profitability

Analysis Method Techniques Capabilities
Current Profitability Querys/Reporting Structured Procedures Business Intelligence
Potential Profitability Predictive Analysis Multi-regression Business Analytics
Future Profitability Predictive Analysis Neural Networks Business Analytics
Profitability Profile Predictive Analysis Decision Trees, Induction Rules Business Analytics
Profitability Conversion Predictive Analysis Lineal/Logistic regression Business Analytics
Wallet share Predictive Analysis Lineal/Logistic regression Business Analytics

Life-cycle

Analysis Method Techniques Capabilities
CLV Predictive Analysis Statistics Business Analytics
Potential CLV Predictive Analysis Multi-regression Business Analytics
CLV Profiling Predictive Analysis Supervised Clustering Business Analytics

Loyalty

Analysis Method Techniques Capabilities
RFM Querys / Reporting Structured Procedures Business Intelligence
Churn Predictive Analysis Decision Trees / Clasificación Business Analytics
Acquisition Querys / Reporting Structured Procedures Business Intelligence
Retention Querys / Reporting Structured Procedures Business Intelligence
Growth Querys / Reporting Structured Procedures Business Intelligence
RFM profiling Predictive Analysis Decision Trees, Induction Rules Business Analytics
Acquisition Modeling Predictive Analysis Neural Networks Business Analytics
Retention profiling Predictive Analysis Decision Trees, Induction Rules Business Analytics
Growth profiling Predictive Analysis Decision Trees, Induction Rules Business Analytics
Loyalty convertion Predictive Analysis Neural Networks Business Analytics

Interest

Analysis Method Techniques Capabilities
Response Predictive Analysis Neural Networks Business Analytics
Response Modeling Predictive Analysis Neural Networks Business Analytics
Response Analysis Predictive Analysis Neural Networks Business Analytics
Response Profiling Predictive Analysis Decision Trees, Induction Rules Business Analytics

Campaigns

Analysis Method Techniques Capabilities
Response Index Predictive Analysis Statistics Business Analytics
ROI Querys / Reporting Structured Procedures Business Intelligence
Expected Value-added Predictive Analysis Regression Business Analytics
Up-Selling Querys / Reporting Structured Procedures Business Intelligence
Profitability Cannibalization Querys / Reporting Structured Procedures Business Intelligence
Sales Canibalization Querys / Reporting Structured Procedures Business Intelligence
Event Profitability Querys / Reporting Structured Procedures Business Intelligence
Cross-Channel Effectivity Querys / Reporting Structured Procedures Business Intelligence
Channel Effectivity Querys / Reporting Structured Procedures Business Intelligence

References

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