crm白皮書2.pdf

文档介绍：Analytical Customer Relationship
Management
A Whitepaper from Sybase, Inc.
Frank Teklitz
Senior Manager
Robert L. McCarthy
Senior Marketing Manager
Table of Contents
Introduction ................................................................................................................................2
Challenges for Customer-Oriented and Market-panies ............................4
The New Approach for Business Intelligence......................................................................4
Analytical CRM Defined ......................................................................................................5
A Recipe for Closed-Loop Business Intelligence ......................................................................6
Customer Analysis ................................................................................................................6
Getting the Right Information — A Customer Analysis Example............................7
Market Segmentation............................................................................................................7
A Market Segmentation Example ............................................................................7
One-to-One Marketing ........................................................................................................8
A Treatment Strategy Example..................................................................................8
Event Modeling ....................................................................................................................8
An Event Modeling Example ....................................................................................9
The Ultimate Refinement: Your Bottom Line ..................................................................10
Challenges in Delivering Analytical CRM ..............................................................................11
Typical Data Warehouse Project Developme