ediscovery: The SAS Solution for ecrm

Transcription

1 ediscovery: The SAS Solution for ecrm Alan Gormley E-Intelligence Program Manager SAS Europe, Middle East & Africa

2 Infrastructure Intelligence Hits Today s Focus e-infrastructure 7/24 Response Time Secure Optimal Site Design Focused Content Personalized Customized Guided Educational

3 Infrastructure Intelligence Intuition Hits Today s Focus e-infrastructure 7/24 Response Time Secure Optimal Site Design Focused Content Personalized Customized Guided Educational

4 Infrastructure Intelligence Tomorrow s Advantage e-intelligence Hits 7/24 Response Time Secure Intrusion Detection Click-Stream Optimal Site Design Focused Content Fraud + Risk Surge Planning Usage Tracking Guided Patterns Customized Educational Keep the Customer Coming Back Potential Loyal to the experience Grouping Personalized

5 CRM application space

6 CRM business flow: The role of customer intelligence

7 Industry analyst findings & recommendations for clickstream warehousing Top 3 unmet needs for web analytics client organizations: 1. Scalability 2. Flexibility of reporting 3. Downstream integration with CRM applications Source: Jupiter Communications, 2/ recommendations for clickstream warehousing: 1. Identify core requirements 2. Build right team 3. Integrate clickstream and offline data 4. Iterate to success 5. Analyze 6. Evaluate Source: Gartner, 12/2000

8 SAS CRM solution architecture

9 SAS CRM solution architecture Sources: Web servers Proxy & cache servers Content servers Advertising servers Profiling servers Transaction servers

10 SAS CRM solution architecture Key ETL capabilities: Intelligent, extendable parsing High-performance extract & load Hybrid OLAP Static, dynamic, ad hoc reports Comprehensive metadata store

11 SAS CRM solution architecture

12 SAS CRM solution architecture CRM analytics: Path & event analysis Visualization Profiling Segmentation Personalization Campaign management

13 SAS CRM solution architecture

14 SAS CRM solution architecture

15 The analyst view Site success cannot be measured by hits and page views. Instead, firms need an intelligent infrastructure to track visitors and their activities. Leaders will use metrics to fuel personalization and create a single, cross-channel view of the customer. Forrester Research Inc. Measuring Web Success November 1999

16 SAS WebHound case studies Hotjobs.com: leading online employment site In-house tools & current vendor did not scale Needed daily reports for advertising & corporate clients based on 20GB web server log volume per day A top 5 U.S. commercial bank Seamless reporting on 20GB daily volume Five branded sites with custom reporting requirements Major brand apparel retailer 10GB daily average, 50GB daily in peak season Load to corporate data warehouse with narrow daily window Current vendor required 26 hours

17 Dynamic, multidimensional reporting Grant Felsing Briggs & Stratton

18 Dynamic, multidimensional reporting

19 Path analysis: events & activities Well-conceived and executed path analysis transforms focus on pages into focus on events & activities

20 Visualization for sites and paths

21 Profiling Transforms focus on pages into focus on customers Dr. Bhavani M.Thuraisingham Mitre Corporation

22 Profiling: a focus on customers Segments: 1: Information hungry 2: The slugs 3: The geeks 4: The power users 5: Newborns for news 6: Cultivate me 7: Tiny boppers

23 Segmentation Grouping similar customers based on their characteristics and behavior Characteristics from multiple sources and channels Augment RFM with new dimensions: duration, feature response, channel Michael Berry Data Miners

24 Segmentation: online message targeting Copyright 2001, SAS Institute Inc. All rights reserved.

25 Personalization, campaign management Focus on interacting with segments of customers in unique ways Anticipating needs and wants based on analysis & insight Planning, targeting, executing & evaluating marketing campaigns based on this insight Gordon Linoff Data Miners

26 Amazon.com Sector: Consumer retail Business issue: CRM, supply chain, IT performance Testimony: "SAS is Amazon.com's vendor of choice for e-intelligence solutions. SAS will provide cutting-edge technology that will contribute to our continued efforts to be the most customercentric company on the planet. We look forward to further improving our services to customers through the use of SAS e-intelligence." John Overdeck, Vice President for CRM, Amazon.com

27 Eddie Bauer Sector: Apparel & home goods retail Business issue: Optimize multi-channel segmentation Solution: Channel data integration and analytics Results: "The Internet represents an area of rich information that marketers haven't historically been able to keep track of. SAS provides us with the expertise we need to collect that information, learn about our customers and then do something strategic about it." Michael Boyd, Director of CRM, Eddie Bauer

28 Staples Sector: Office goods & supplies retail Business issue: Optimize multi-channel segmentation Solution: Channel data integration and analytics Results: Our goal is to understand our customers better and what they want, so we can provide not only the products they want, but with the marketing vehicle that they respond to best. Approximately 75 to 80 percent of the analysis we perform to support Staples' marketing strategies each year is done with SAS. Our business is evolving so quickly and so much that we cannot depend on other software. Win Fuller, Director of Marketing Analysis, Staples

29 The ideal client experience through clickstream-enabled CRM Smile.co.uk: the first full service online bank A division of Cooperative Bank plc Mike Riley, Senior IT Consultant

30 Conclusion Alan Gormley E-Intelligence Program Manager SAS Europe, Middle East & Africa