BIG DATA LITTLE DATA AND CRM

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1 BIG DATA LITTLE DATA AND CRM 11 Tips to Enable Data Using Microsoft Dynamics CRM in Todays Big Data Age A Caltech CRM Publication 1

2 IS THIS BOOK RIGHT FOR ME? Is this e-book right for you? CRM solutions can be confusing and we want everyone to get the most from our material. See below definitions to find out if your level matches the content you are about to read. Introductory Introductory content is for anyone who is new to Customer Relationship Management (CRM) solutions. Also suitable for those wanting to know more about the principle of CRM solutions beyond basic contact management, and why CRM can be matched to processes and strategies. Intermediate This EBook! Intermediate content is for those people who may be using CRM solutions and have an understanding of how they work. This content is also suitable for those who understand many to many relationships, and how powerful CRM strategies can be when they are working in alignment with organisational goals and processes. Advanced This EBook! Advanced content is for those who want to do more with CRM solutions beyond contact management. You will have a strong understanding of CRM solutions and how many to many relationships can propel compelling benefits, and enable processes to be more efficient. You will understand some technical elements of the solutions and integrating them across disparate systems. Share this e-book 2

3 11 TIPS TO ENABLE DATA USING MICROSOFT DYNAMICS CRM IN TODAYS BIG DATA AGE By Catherine Carlyle Catherine helps new clients gain an understanding of CRM, and ensures they have everything they need to start using a CRM solution that delivers tangible benefits. Catherine is the marketing manager at Caltech IT Limited (Caltech CRM) and she creates and manages content about CRM for Caltech CRM. She is also one of the first people you will speak to when looking to work with Caltech CRM. Follow Catherine on 3

4 Contents Big Data? Little Data? Critical Data!... 5 What is Big Data... 5 What is Little Data... 6 Tips To Enable Data Using Microsoft Dynamics CRM... 7 Ensure that Big and Little Work Together Look at What You Need to Know... 7 Drive and Share... 7 Product Development... 7 Use CRM to understand Little Data... 8 Ensure your Data Works... 8 Dynamic Relationships = Dynamic Marketing Lists... 9 Look Ahead Make Predictions... 9 Empower Microsoft Dynamics CRM With Powerful Add-Ons Customer Experience Big Data Feed

5 Big Data? Little Data? Critical Data! The buzzword of 2013 for marketers is Big Data. Companies of every size are now involved in managing and analysing a massive influx of data. By focusing on what you need to know will uncover the critical data that marketers need to focus on. Businesses rely on analysis and Customer Relationship Management (CRM) analytics rather than a gut feeling. This ebook seeks to explore the difference between big data and little data, and offers tips of how to empower critical data using Microsoft Dynamics CRM. What is Big Data According to Wiki, Big Data is A collection of data sets so large it becomes complex and difficult to process capture.store. We all know there is more data collected on us all than ever before and that we all hold more data. Making sense of this data is where the Big Data debate continues. Big Data is what organisations know about people aggregated from lots of different sources like LinkedIn, Facebook, Twitter, Yammer, Social Media, YouTube, Instagram, mobile devices, the internet in fact anywhere. Understanding the data to interrogate geo-locations and buying behaviour can create personalised sensible offers. This data can be used to build data models to upsell, cross-sell and retain customers, but Big Data will display other insightful patterns that marketers don t always see. 5

6 Enter the data scientists! Analysing Big Data, data scientists can see patterns which are used to make accurate predictions, which result in targeted communications and personalised services. Without doubt, marketers are at the forefront of this Big Data age and use predictive modelling, but sharing the data with different teams is crucial. What is Little Data Little Data is what we know about ourselves our clients our potential buyers. How they buy, who they know, where they go and how they spend their time. It gives valuable insight into buyers behaviour patterns and preferences. Little Data can re-engage lost customers and enable engagement with a recipient in the way they wish to communicate. The mass of Big Data is certainly important but remember the little brother is very powerful. Analysing this Little Data marketers can enable clear understanding of their customers experiences, and this should never be ignored. 6

7 Tips To Enable Data Using Microsoft Dynamics CRM Here are our top tips to ensure that Microsoft Dynamics CRM is empowering your data: Look at What You Need to Know Look at each role ask each department what do they need to know to get ahead? This is critical data. Why If your business is looking at Big Data there is a huge opportunity in marrying Big and Little Data within CRM. Using Big Data in isolation will create a lot of privacy issues and wreak havoc. Analyze how Big Data from social media works with Little Data from your previous marketing campaigns, and adjust the sales process to adapt to market demand. Share Drive and Share Marketing should be at the forefront of using critical data and using analytics to make sense of it. Information belongs to the business so use that information without silos of teams. Share the data. Sales will see different trends than marketing, operations may see other trends, and so on Use everyone s skills to make sense of the data based on what do you need to know. Research and Development Product Development Ensure that Big Data is fed back to your research and development teams. Market research will come directly from the product or service. What people are saying about your product and services on social media will drive product development. 7

8 Use CRM to understand Little Data Focus on the Little Data that is already held to get a clear understanding of your clients. Run advanced finds in Microsoft Dynamics CRM to find out where they live and correlations to their purchases; analyse the permissions they have allowed and their preferred communication channel. Ensure your Data Works Is your data a mess? Incomplete, inconsistent and contains duplications? Ensure that if you have one client you know what they have purchased from you, when and how many times. Check your data; has one person engaged with different teams within your business? Look at how you are managing that one person. Are they getting split marketing messages and conflicting sales calls? Ensure you know they are one single person. And the same goes for how you deal with larger companies. Do you deal with one person or several people in one organisation? Are you selling the same or different products and services? How are you doing this in a joined up way? Microsoft Dynamics CRM will run these process for you and ensure that your data is working hard for you, giving the customer a seamless customer experience, and a feeling that you understand them. Focus Clean Data 8

9 Dynamic Relationships = Dynamic Marketing Lists Things change, nothing is static. Our lives change. New jobs, relocation, changes in interests and so on. Ensure that your Little Data remains up to date. Use Microsoft Dynamics CRM to capture these changes. Ensure that your Microsoft Dynamics CRM solution has fields to capture what you need to know. Targeted messages Having dynamic marketing lists set up means that as your information changes, the marketing list most suitable for that person will alter. This will ensure they always get a targeted message appropriate to them, and removes manual processes, which are time consuming and open to error. Predict Look Ahead Make Predictions Can you see trends in what people have purchased or a peak in enquiries? Do you see conversations changing? Microsoft Dynamics CRM holds this information and has the key to unlocking a predictive sales and marketing approach. Use the dashboards and views in CRM to find out what is happening now in your business, and how you can look to the future to ensure that you meet targets or demand. 9

10 Empower Microsoft Dynamics CRM with Powerful Add- Ons Is your suppression list on a disparate e-marketing platform, or have you integrated it with CRM? Can you add in dynamic messages on marketing campaigns to reinforce a purchase, specific to one person, based on their personal requirements? What do you do if someone hasn t responded to the last 5 campaigns? Do you continue to send s or do you do something to re-engage? Using Microsoft Dynamics CRM and dotmailer integrated you can send out marketing s that are visually striking and ensure that Microsoft Dynamics CRM captures valuable insight if they have read it, clicked through, bounced or unsubscribed. Microsoft Dynamics CRM is updated saving you time. If someone unsubscribes CRM is updated. If someone clicks through on your message you can run a workflow to create a task to follow up. Empower Customer Experience You can also run workflows in Microsoft CRM to highlight if someone hasn t engaged with your marketing efforts. And if they haven t you can review their data and change your strategy. Customer Experience Match Microsoft Dynamics CRM with your processes. This will enable you to understand your customers needs and use that insight as part of a human centered design process. Redesign customer interactions and find out if they are having the right effects? Using marketing campaigns in CRM you can see your return on investment of each marketing effort. You can find out which marketing effort is giving you the best return, and do more of that. 10

11 Big Data Feed Little Data is captured in Microsoft Dynamics CRM using fields. Big Data can be captured using Activity Feeds. Extending the activity feeds through APIs, Microsoft CRM can include data from an unlimited set of sources such as Twitter and LinkedIn.** Ensure that Big and Little Work Together Big Data Feed Big Data can be Big Brother. To reap any benefit, Big and Little Data need to be embraced into your Microsoft Dynamics CRM solution. The strategy has to be carefully managed to ensure that you are not alienating clients by using Big Data in a big brother way. For example, sending a message to a prospect offering your running shoes as soon as they post on Facebook that they have just signed up for the next marathon is simply creepy! Instead look at the detail when are they running the marathon? Do they run them often? What are their buying preferences? How can you engage them? Use CRM to schedule activities and communicate in the way they prefer. Avoid Big Brother 11

12 SUMMARY Finally here are the 4 top reasons why you should integrate critical data analysis into CRM: a) Integrate all customer data touch points find out who are your most valuable customers, who should receive the special offers to boost their lifetime, and use CRM to facilitate this. b) Analytics will provide evidence of how your business, sales and marketing effort is actually doing with customer facing activities. Using CRM you can easily retrieve key actual reporting information. c) Forecast how customers respond to your efforts based on past behavior and demographics. d) Using dashboards and goals track over time how well the business is performing and which efforts are the most successful. Thank you for reading our e-book. If you want to know more about Microsoft Dynamics CRM, how it can optimise your processes and ensure you are getting value from your software, us at we would love to talk through your requirements. Share this e-book ** Available in Microsoft Dynamics CRM 2011 Roll Up Ask Caltech for more detail. 12

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