文档介绍：Modeling Customer Relationships
A Flexible, Integrated Architecture
Enables Customer-Centric Marketing
s
Abstract
This white paper draws upon the lessons learned by Sequent
Computer Systems in implementing large-scale technology platforms
to support Customer Relationship Management (CRM) strategies
within anizations worldwide. It is assumed that the reader
is familiar with the strategic direction of most customer-focused
organizations and understands the cyclical and repeatable nature of
a technology-driven marketing strategy. Interested readers are likely
to be concerned with how they might model customer relationships
in a way which will support the transition from present product-
focused views of marketing intelligence to more useful (and prof-
itable)
customer-focused views. This paper provides the data architect or
modeler with a generic template for modeling customer data. This
approach is not product or technology specific but does provide
a flexible data architecture for integrating the various technology
components that use data to drive marketing. This paper also
monly faced problems that occur when modeling
customer data.
Editor: David Puckey
puter Systems
UK Professional Services
1
Introduction used to ensure that the core data struc-
The strategic importance of managing tures in the CRM technology layer
customer relationships both drives support the integration of the various
and is driven by technology. In par- components of the marketing process
ticular, this applies to data and the and reduce the time required to design
increasingly sophisticated and useful and execute a campaign. This approach
ways in which data is used to model enables the creation of plete model
relationships and to drive contact of customer relationships over time.
strategies. At the core of any technology
enabler for CRM is the customer The Evolution of the
database. The customer database rep- Customer Databa