CRM Analytics - Techniques for Analysing Business Data

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1 CRM Analytics - Techniques for Analysing Business Data Steve Zangari Partner Director EMEA

2 Agenda» Brief introduction to Zap» CRM Analytics The importance The challenges The value» Leverage existing technology investment» Business Analytics for MS Dynamics solution overview» Solution demonstration

3 Who We Are Zap Corporate Profile

4 Challenge: Accessing corporate data

5 CRM Analytics

6 Best Practice Framework for CRM Source: August 24, 2007, Forrester s Best Practices Framework For CRM

7 8 Building Blocks of Successful CRM Gartner has created a CRM framework called The Eight Building Blocks of CRM The framework can be used for: developing the CRM vision and CRM strategies an assessment of the enterprise s current and required CRM capabilities

8 CRM Metrics Track historical performance Influence behaviour Compare disparate activities Continuous development Tool for Change Management Aligned with CRM strategy Key Concepts: Audit quality & quantity of metrics employed Identify which activities are to be compared Impact of performance from one area to another

9 Creating New Metrics» Five tests should be applied: 1. Validity What is the logical connection between the metric and the performance objective? 2. Holisticality If the creation of this metric changes employee behaviour, what are the likely implications of those changes elsewhere in the enterprise? 3. Comparability What other activities are supposed to achieve the same objective? Can the metrics be compared to enable understanding of which activity is proving most effective? 4. Actionability What actions should be taken if performance is unsatisfactory? Who would be responsible for taking these actions, and do they agree with the validity of the metric? 5. Manageability For how many other metrics is this group or individual already responsible? Will the addition of this new metric distract from established priorities?

10 CRM Analytics include:» All information technologies that analyse and effectively present data about an enterprise s customers to enable business decisions to be made quickly and efficiently» Terabytes of information about customers including demographics, buying cycles, response to marketing efforts, and product interest.» The key challenge for most is how to capitalize on this information

11 CRM Analytics Best Practice Information Reporting & Analysis Full reporting capabilities Custom and built-in reports and personalized dashboards Information Analysis Tools Report design capabilities Multiple delivery options Prebuilt analytics applications Predictive analytics Information BAM Tools Built-in best practice customer management KPIs Ad hoc query analysis Event collection and filtering for monitoring operations in real time Alerting of key exceptions in the business process Predefined, process-focused dashboards for real-time monitoring of operations Ability to drill Advanced OLAP-style analysis

12 Business Benefits

13 Key Areas of CRM Analytics

14 CRM Implementation Aid» Evaluate & monitor user adoption» Audit business processes» Audit data quality

15 Business Analytics for Dynamics CRM Solution Overview

16 Development Tools SQL Server 2005 ZAP Business Analytics Reporting Services Analysis Services OLAP & Data Mining Data Transformation Services ETL Management Tools SQL Server Relational Engine

17 Business Analytics for Microsoft Dynamics CRM

18 Buy, not Build

19 Ready return

20 Grows with you

21 Designed for business users

22 Powerful, flexible analytics Dashboards

23 Powerful, flexible analytics Scorecards

24 Powerful, flexible analytics Key Performance Indicators <KPIs>

25 Powerful, flexible analytics Report Packs

26 Powerful, flexible analytics Charts & Reports

27 We know, you like to customize!

28 How it works

29 The Iceberg Effect Zap s Business Analytics Visible value Minimal time spent building back end Maximum time spent on front end analytics where customer sees value Fast, repeatable Traditional BI Submerged value Most time spent building back end Time, resource and cost intensive Customer sees no benefit Minimal time left for front end analytics

30 Demonstration

31 Steve Zangari Partner Director EMEA Mobile: +44 (0)

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