Customer Analysis Module Reference

Customer Analysis Module Reference Version: 9.3.1 Document Number: 09950931

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CONTENTS Book Overview and Additional Resources Description of this guide... ix About the Analytics Modules...x About this book...xi Additional formats...xi How to find business scenarios and examples...xii Prerequisites...xii Who should use this guide... xiii Resources... xiii Documentation... xiii Education... xxii Consulting... xxii International support... xxii Technical Support... xxiii Feedback...xxviii 1. Introduction to the Customer Analysis Module Introduction... 1 Business questions that CAM reports can answer... 1 Business analysis areas for CAM reports... 2 CAM report features... 3 Introduction to reports, dashboards, and documents... 5 Accessing reports... 5 About scorecards and dashboards... 6 About Report Services documents... 7 About definitions for objects on reports... 9 About the structure of CAM s business logic... 9 Business concepts and measurements... 9 2013 MicroStrategy, Inc. v

Contents Customer Analysis Module Reference Relationships among business concepts... 10 Porting an analytics module to your data source... 10 Introduction to CAM s physical data storage... 11 2. CAM Scorecards and Documents Introduction... 13 Scorecards and dashboards... 14 Customer Analysis Scorecard... 14 Customer Explorer Dashboard... 16 Customer Summary Scorecard... 17 Customer Value Analysis Scorecard... 18 Quarterly Customer Analysis Scorecard... 20 3. Acquisition, Attrition, and Retention Analysis Introduction... 23 Acquisition, Attrition, and Retention analysis area... 23 Acquisition reports... 24 Monthly Acquisition Trend... 24 Quarterly Acquisition Trend... 26 Attrition reports... 27 Monthly Attrition Trend... 28 Quarterly Attrition Trend... 29 Customer Status Summary reports... 30 Customer Status Summary - By Demographics... 31 Customer Status Summary - By Psychographics... 32 Monthly Customer Status Summary... 33 Retention and Attrition - By Tenure... 35 Retention reports... 37 Monthly Retention Trend... 37 Quarterly Retention Trend... 38 4. Customer Segmentation Analysis Introduction... 41 Customer Segmentation analysis area... 41 Customer Distribution reports... 42 Current Customer Base Segmentation - By Qualifying Customer Characteristics... 43 Current Customer Distribution - By Customer Status... 44 Current Customer Distribution - By Demographics... 44 Current Customer Distribution - By Lifetime Value... 46 Current Customer Distribution - By Psychographics... 47 Customer Distribution - By Geography - Detail... 48 vi 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Contents Customer Distribution Trend... 49 Monthly Customer Distribution - By Profit Decile... 50 Monthly Customer Distribution - By Revenue Decile... 51 Quarterly Customer Distribution - By Geography... 52 Financial Contribution reports... 54 Financial Contribution Summary - By Demographics/Psychographics... 54 Financial Contribution Summary - By Geography... 55 5. Profitability and Cross Sell Analysis Introduction... 57 Profitability and Cross Sell analysis area... 58 Customer Cross Sell reports... 58 Customer Segment Summary... 59 Customer Segments - By Product... 60 Monthly Customer Segment Summary - Trend... 61 Revenue and Transaction Trend - By Customer Segments... 62 Customer Migration reports... 63 Customer Profit Migration Summary... 63 Customer Revenue Migration Summary... 64 Customer Profitability Profile reports... 64 Customer Profitability - By Demographics... 65 Customer Profitability - By Psychographics... 66 Customer Profitability - By Revenue Band... 67 Customer Profitability - By Tenure... 67 Product Cross Sell reports... 69 Customers without Affinity Product... 69 Product Affinity - By Customer Segments... 70 Product Affinity - By Customers... 71 Product Affinity - By Transactions... 72 Product Profitability reports... 73 Products - By Top 10% Customers... 73 Products with Decreasing Revenue... 74 Products with Increasing Revenue... 75 Top 10 Products Summary... 77 A. Definitions for Objects on Reports: Object Glossaries Introduction... 79 Custom Groups glossary... 80 Metrics glossary... 80 Attrition and Retention metrics... 81 2013 MicroStrategy, Inc. vii

Contents Customer Analysis Module Reference Counts metrics... 81 Revenue, Cost, and Dependents metrics... 84 Filters glossary... 87 Customer Status filters... 87 Metric Qualification filter... 87 Product Affinity filters... 88 Time filter... 88 Prompts glossary... 89 B. Structure of CAM s Business Logic: Logical Data Model Introduction... 91 Prerequisites... 92 CAM logical schema... 92 Business hierarchies... 94 Customer hierarchy... 94 Product hierarchy... 103 Transaction hierarchy... 105 Time hierarchy... 106 Facts... 108 Revenue fact... 109 Cost fact... 109 Index for Customer Counts from Customer Lookup fact... 110 Index for Customer Counts with Historical Status fact... 110 Index for Customer Counts with Transactions fact... 111 Index for Order Counts fact... 111 Transformations... 112 C. Data Storage: Physical Schema and Data Dictionary Introduction... 113 Prerequisites... 113 CAM physical schema... 113 Table information... 116 Table column information... 117 Glossary... 127 Index... 141 viii 2013 MicroStrategy, Inc.

BOOK OVERVIEW AND ADDITIONAL RESOURCES Description of this guide This guide is a reference for the MicroStrategy Customer Analysis Module (CAM), part of the MicroStrategy Analytics Modules that come with MicroStrategy Architect. This guide provides a description, usage scenarios, and screen shots for all the packaged reports for CAM. It also provides descriptions of the module s logical data model and physical schema tables and columns, as well as glossaries for the public objects (metrics, prompts, and filters) and schema objects (attributes and facts). Chapter 1, Introduction to the Customer Analysis Module presents an introduction to CAM and provides descriptions and basic procedures to help you understand and work with CAM. Chapter 2, CAM Scorecards and Documents presents the CAM scorecards and dashboards, and provides scorecard usage information and screen shots. Chapter 3, Acquisition, Attrition, and Retention Analysis presents the first set of CAM reports, within the Acquisition, Retention, and Attrition analysis area. Chapter 4, Customer Segmentation Analysis presents the second set of CAM reports, within the Customer Segmentation analysis area. 2013 MicroStrategy, Inc. ix

Book Overview and Additional Resources Customer Analysis Module Reference Chapter 5, Profitability and Cross Sell Analysis presents the third set of CAM reports, within the Profitability and Cross Sell analysis area. Appendix A, Definitions for Objects on Reports: Object Glossaries presents the CAM object glossaries, which provide definitions for all of the attributes and metrics used in the module. Appendix B, Structure of CAM s Business Logic: Logical Data Model presents CAM s logical data model, including a diagram and details for working with attributes and facts. Appendix C, Data Storage: Physical Schema and Data Dictionary presents CAM s default physical schema, including a diagram and details on the schema s tables and columns. Consult the Analytics Modules Installation and Porting Guide for steps to install and configure your Analytics Modules, and for information on setting up (porting) an Analysis Module to work with your existing data warehouse. The Installation and Porting Guide also provides best practices concepts and procedures for designing and building your own analytical applications using the Analytics Modules as templates. About the Analytics Modules MicroStrategy helps you build analytical applications by offering a rapid application development framework consisting of analytical starter kits, development products, and design and development methodologies. There are five Analytics Modules that are built to be portable. You can choose to deploy the Analytics Modules against your existing data warehouse, use one of the packaged physical schemas as the basis of a new data warehouse, or use the modules as templates to build analytical applications. The components of the Analytics Modules are: Analytics Modules Prepackaged metadata: Best practices reports, scorecards, dashboards, key performance indicators, attributes, business metrics, filters, and custom groups Default physical and logical data model: Analytics that are designed to work with your physical schemas and data model or with the module s packaged data warehouse schema x About the Analytics Modules 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Book Overview and Additional Resources Reference guides: Documentation on each Analysis Module s data model, the individual analysis areas, metadata object definitions, data dictionary, and individual report use scenarios Implementation methodology Documentation that guides you step-by-step through implementing Analytics Modules against existing data warehouses (known as porting) Design rules and tenets for designing and developing portable analytical applications MicroStrategy Architect: A development tool that allows you to map Analytics Modules to existing data warehouses Documentation for MicroStrategy Desktop and MicroStrategy Architect is available on your MicroStrategy disk, as described fully in Resources, page xiii. See the Installation and Porting Guide for a detailed discussion of the Analytics Modules. The Installation and Porting Guide also contains procedures and methodologies to make full use of the Analytics Modules. About this book The following sections provide the location of examples, list prerequisites for using this book, and describe the user roles the information in this book was designed for. Dates in the MicroStrategy Tutorial project are updated to reflect the current year. The sample documents and images in this guide, as well as the procedures, were created with dates that may no longer be available in the Tutorial project. Replace them with the first year of data in your Tutorial project. Additional formats This book is also available as an electronic publication in the Apple ibookstore, and can be read on an iphone or ipad with the ibooks app 2013 MicroStrategy, Inc. About this book xi

Book Overview and Additional Resources Customer Analysis Module Reference installed. To download this book, search for the book s title in the ibookstore search bar, or scan the QR code below using your device's camera. How to find business scenarios and examples For examples of report features and a basic introduction to the MicroStrategy business intelligence system, use the MicroStrategy Tutorial, which is MicroStrategy s sample warehouse, metadata, and project. Information about the MicroStrategy Tutorial can be found in the MicroStrategy Basic Reporting Guide. For extensive examples of metrics, filters, and other report objects, see the MicroStrategy Advanced Reporting Guide. Prerequisites How you use this document depends on the type of user you are and on your goals for working with the Analytics Modules. See Who should use this guide, page xiii for a description of the various approaches to the Analytics Modules product. If you intend to evaluate and take advantage of the business value of the modules, you should have: Experience with MicroStrategy reports and metrics using MicroStrategy technology If you intend to implement and customize the modules, you should have: Experience with logical data modeling and creating business intelligence applications using MicroStrategy technology A basic understanding of relational database management system (RDBMS) concepts and data modeling xii About this book 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Book Overview and Additional Resources Who should use this guide This document is designed for: Business users working with the packaged reports that come with the Analytics Modules Business users and administrators evaluating the business value of the Analytics Modules Consultants and developers implementing and customizing the Analytics Modules Resources Documentation MicroStrategy provides both manuals and online help; these two information sources provide different types of information, as described below: Manuals: In general, MicroStrategy manuals provide: Introductory information and concepts Examples and images Checklists and high-level procedures to get started The steps to access the manuals are described in Accessing manuals and other documentation sources, page xix. Most of these manuals are also available printed in a bound, soft cover format. To purchase printed manuals, contact your MicroStrategy Account Executive with a purchase order number. Help: In general, MicroStrategy help provides: Detailed steps to perform procedures Descriptions of each option on every software screen For the most up-to-date translations of MicroStrategy documentation, refer to the MicroStrategy Knowledge Base. Due to translation time, manuals in languages other than English may contain information that is one or more 2013 MicroStrategy, Inc. Resources xiii

Book Overview and Additional Resources Customer Analysis Module Reference releases behind. You can see the version number on the title page of each manual. Manuals for MicroStrategy overview and evaluation Introduction to MicroStrategy: Evaluation Guide Instructions for installing, configuring, and using the MicroStrategy Evaluation Edition of the software. This guide also includes a detailed, step-by-step evaluation process of MicroStrategy features, where you perform reporting with the MicroStrategy Tutorial project and its sample business data. MicroStrategy Evaluation Edition Quick Start Guide Overview of the installation and evaluation process, and additional resources. MicroStrategy Suite: Quick Start Guide Evaluate MicroStrategy as a departmental solution. Provides detailed information to download, install, configure, and use the MicroStrategy Suite. Resources for MicroStrategy Social Intelligence Alert Commerce Management System (CMS) Guide and Alert API Reference Content resources designed to provide instructions for delivering and managing marketing and commerce content through the Alert for Facebook web and mobile applications. Usher Pro Administration Guide Instructions for performing mobile identity validation using the Usher Pro mobile identity network to issue electronic badges for identifying users. Wisdom Professional User Guide Instructions for performing market research and consumer analytics. xiv Resources 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Book Overview and Additional Resources Manuals for query, reporting, and analysis MicroStrategy Installation and Configuration Guide Information to install and configure MicroStrategy products on Windows, UNIX, Linux, and HP platforms, as well as basic maintenance guidelines. MicroStrategy Upgrade Guide Instructions to upgrade existing MicroStrategy products. MicroStrategy Project Design Guide Information to create and modify MicroStrategy projects, and understand facts, attributes, hierarchies, transformations, advanced schemas, and project optimization. MicroStrategy Basic Reporting Guide Instructions to get started with MicroStrategy Desktop and MicroStrategy Web, and how to analyze data in a report. Includes the basics for creating reports, metrics, filters, and prompts. MicroStrategy Advanced Reporting Guide: Enhancing Your Business Intelligence Application Instructions for advanced topics in the MicroStrategy system, building on information in the Basic Reporting Guide. Topics include reports, Freeform SQL reports, Query Builder reports, filters, metrics, Data Mining Services, custom groups, consolidations, and prompts. MicroStrategy Report Services Document Analysis Guide: Analyzing Data with Report Services Documents Instructions for a business analyst to execute and analyze a document in MicroStrategy Desktop and MicroStrategy Web, building on basic concepts about projects and reports presented in the MicroStrategy Basic Reporting Guide. MicroStrategy Report Services Document Creation Guide: Creating Boardroom Quality Documents Instructions to design and create Report Services documents, building on information in the MicroStrategy Report Services Document Analysis Guide. It is organized to help guide you through creating a new document, from creating the document itself, to adding objects to the new document, and formatting the document and its objects. 2013 MicroStrategy, Inc. Resources xv

Book Overview and Additional Resources Customer Analysis Module Reference MicroStrategy Dashboards and Widgets Creation Guide: Creating Interactive Dashboards for your Data Instructions for designing and creating MicroStrategy Report Services dashboards, a type of document that is optimized for viewing online and for user interactivity. It builds on the basic concepts about documents presented in the MicroStrategy Report Services Document Creation Guide. MicroStrategy OLAP Services Guide Information on MicroStrategy OLAP Services, which is an extension of MicroStrategy Intelligence Server. OLAP Services features include Intelligent Cubes, derived metrics, derived elements, dynamic aggregation, view filters, and dynamic sourcing. MicroStrategy Office User Guide Instructions for using MicroStrategy Office to work with MicroStrategy reports and documents in Microsoft Excel, PowerPoint, and Word, to analyze, format, and distribute business data. MicroStrategy Mobile Analysis Guide: Analyzing Data with MicroStrategy Mobile Information and instructions for using MicroStrategy Mobile to view and analyze data, and perform other business tasks with MicroStrategy reports and documents on a mobile device. MicroStrategy Mobile Design and Administration Guide: A Platform for Mobile Intelligence Information and instructions to install and configure MicroStrategy Mobile, as well as instructions for a designer working in MicroStrategy Desktop or MicroStrategy Web to create effective reports and documents for use with MicroStrategy Mobile. MicroStrategy System Administration Guide: Tuning, Monitoring, and Troubleshooting your MicroStrategy Business Intelligence System Concepts and high-level steps to implement, deploy, maintain, tune, and troubleshoot a MicroStrategy business intelligence system. MicroStrategy Supplemental Reference for System Administration: VLDB Properties, Internationalization, User Privileges, and other Supplemental Information for Administrators Information and instructions for MicroStrategy administrative tasks such as configuring VLDB properties and defining data and metadata xvi Resources 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Book Overview and Additional Resources internationalization, and reference material for other administrative tasks. MicroStrategy Functions Reference Function syntax and formula components; instructions to use functions in metrics, filters, attribute forms; examples of functions in business scenarios. MicroStrategy MDX Cube Reporting Guide Information to integrate MicroStrategy with MDX cube sources. You can integrate data from MDX cube sources into your MicroStrategy projects and applications. Manuals for Analytics Modules Analytics Modules Installation and Porting Guide Customer Analysis Module Reference Sales Force Analysis Module Reference Financial Reporting Analysis Module Reference Sales and Distribution Analysis Module Reference Human Resources Analysis Module Reference Manuals for Narrowcast Services products MicroStrategy Narrowcast Server Getting Started Guide Instructions to work with the tutorial to learn Narrowcast Server interfaces and features. MicroStrategy Narrowcast Server Installation and Configuration Guide Information to install and configure Narrowcast Server. MicroStrategy Narrowcast Server Application Designer Guide Fundamentals of designing Narrowcast Server applications. MicroStrategy Narrowcast Server System Administrator Guide Concepts and high-level steps to implement, maintain, tune, and troubleshoot Narrowcast Server. 2013 MicroStrategy, Inc. Resources xvii

Book Overview and Additional Resources Customer Analysis Module Reference MicroStrategy Narrowcast Server Upgrade Guide Instructions to upgrade an existing Narrowcast Server. Software Development Kits MicroStrategy Developer Library (MSDL) Information to understand the MicroStrategy SDK, including details about architecture, object models, customization scenarios, code samples, and so on. MicroStrategy Web SDK The Web SDK is available in the MicroStrategy Developer Library, which is part of the MicroStrategy SDK. Narrowcast Server SDK Guide Instructions to customize Narrowcast Server functionality, integrate Narrowcast Server with other systems, and embed Narrowcast Server functionality within other applications. Documents the Narrowcast Server Delivery Engine and Subscription Portal APIs, and the Narrowcast Server SPI. Documentation for MicroStrategy Portlets Enterprise Portal Integration Help Information to help you implement and deploy MicroStrategy BI within your enterprise portal, including instructions for installing and configuring out-of-the-box MicroStrategy Portlets for several major enterprise portal servers. This resource can be accessed from the MicroStrategy Product Manuals page, as described in Accessing manuals and other documentation sources, page xix. Documentation for MicroStrategy GIS Connectors GIS Integration Help Information to help you integrate MicroStrategy with Geospatial Information Systems (GIS), including specific examples for integrating with various third-party mapping services. xviii Resources 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Book Overview and Additional Resources This resource can be accessed from the MicroStrategy Product Manuals page, as described in Accessing manuals and other documentation sources, page xix. Help Each MicroStrategy product includes an integrated help system to complement the various interfaces of the product as well as the tasks that can be accomplished using the product. Some of the MicroStrategy help systems require a web browser to be viewed. For supported web browsers, see the MicroStrategy Readme. MicroStrategy provides several ways to access help: Help button: Use the Help button or? (question mark) icon on most software windows to see help for that window. Help menu: From the Help menu or link at the top of any screen, select MicroStrategy Help to see the table of contents, the Search field, and the index for the help system. F1 key: Press F1 to see context-sensitive help that describes each option in the software window you are currently viewing. For MicroStrategy Web, MicroStrategy Web Administrator, and MicroStrategy Mobile Server, pressing the F1 key opens the context-sensitive help for the web browser you are using to access these MicroStrategy interfaces. Use the Help menu or? (question mark) icon to access help for these MicroStrategy interfaces. Accessing manuals and other documentation sources The manuals are available from http://www.microstrategy.com/ producthelp, as well as from your MicroStrategy disk or the machine where MicroStrategy was installed. Adobe Acrobat Reader is required to view these manuals. If you do not have Acrobat Reader installed on your computer, you can download it from http://get.adobe.com/reader/. The best place for all users to begin is with the MicroStrategy Basic Reporting Guide. 2013 MicroStrategy, Inc. Resources xix

Book Overview and Additional Resources Customer Analysis Module Reference To access the installed manuals and other documentation sources, see the following procedures: To access documentation resources from any location, page xx To access documentation resources on Windows, page xx To access documentation resources on UNIX and Linux, page xx To access documentation resources from any location 1 Visit http://www.microstrategy.com/producthelp. To access documentation resources on Windows 1 From the Windows Start menu, choose Programs (or All Programs), MicroStrategy Documentation, then Product Manuals. A page opens in your browser showing a list of available manuals in PDF format and other documentation sources. 2 Click the link for the desired manual or other documentation source. 3 If you click the link for the Narrowcast Services SDK Guide, a File Download dialog box opens. This documentation resource must be downloaded. Select Open this file from its current location, and click OK. If bookmarks are not visible on the left side of an Acrobat (PDF) manual, from the View menu click Bookmarks and Page. This step varies slightly depending on your version of Adobe Acrobat Reader. To access documentation resources on UNIX and Linux 1 Within your UNIX or Linux machine, navigate to the directory where you installed MicroStrategy. The default location is /opt/microstrategy, or $HOME/MicroStrategy/install if you do not have write access to /opt/microstrategy. 2 From the MicroStrategy installation directory, open the Help folder. xx Resources 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Book Overview and Additional Resources 3 Open the Product_Manuals.htm file in a web browser. A page opens in your browser showing a list of available manuals in PDF format and other documentation sources. 4 Click the link for the desired manual or other documentation source. 5 If you click the link for the Narrowcast Services SDK Guide, a File Download dialog box opens. This documentation resource must be downloaded. Select Open this file from its current location, and click OK. If bookmarks are not visible on the left side of an Acrobat (PDF) manual, from the View menu click Bookmarks and Page. This step varies slightly depending on your version of Adobe Acrobat Reader. Documentation standards MicroStrategy online help and PDF manuals (available both online and in printed format) use standards to help you identify certain types of content. The following table lists these standards. These standards may differ depending on the language of this manual; some languages have rules that supersede the table below. Type bold italic Courier font Indicates Button names, check boxes, options, lists, and menus that are the focus of actions or part of a list of such GUI elements and their definitions Example: Click Select Warehouse. Names of other product manuals and documentation resources When part of a command syntax, indicates variable information to be replaced by the user Example: The aggregation level is the level of calculation for the metric. Example: Type copy c:\filename d:\foldername\filename Calculations Code samples Registry keys Path and file names URLs Messages displayed in the screen Text to be entered by the user Example: Sum(revenue)/number of months. Example: Type cmdmgr -f scriptfile.scp and press Enter. + A keyboard command that calls for the use of more than one key (for example, SHIFT+F1). 2013 MicroStrategy, Inc. Resources xxi

Book Overview and Additional Resources Customer Analysis Module Reference Type Indicates A note icon indicates helpful information for specific situations. A warning icon alerts you to important information such as potential security risks; these should be read before continuing. Education MicroStrategy Education Services provides a comprehensive curriculum and highly skilled education consultants. Many customers and partners from over 800 different organizations have benefited from MicroStrategy instruction. For a detailed description of education offerings and course curriculums, visit http://www.microstrategy.com/education. Consulting MicroStrategy Consulting Services provides proven methods for delivering leading-edge technology solutions. Offerings include complex security architecture designs, performance and tuning, project and testing strategies and recommendations, strategic planning, and more. For a detailed description of consulting offerings, visit http://www.microstrategy.com/ Services. International support MicroStrategy supports several locales. Support for a locale typically includes native database and operating system support, support for date formats, numeric formats, currency symbols, and availability of translated interfaces and certain documentation. MicroStrategy is certified in homogeneous configurations (where all the components lie in the same locale) in the following languages English (US), French, German, Italian, Japanese, Korean, Portuguese (Brazilian), Spanish, Chinese (Simplified), Chinese (Traditional), Danish, and Swedish. A translated user interface is available in each of the above languages. For information on specific languages supported by individual MicroStrategy system components, see the MicroStrategy readme. xxii Resources 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Book Overview and Additional Resources MicroStrategy also provides limited support for heterogeneous configurations (where some of the components may lie in different locales). Please contact MicroStrategy Technical Support for more details. Technical Support If you have questions about a specific MicroStrategy product, you should: 1 Consult the product guides, Help, and readme files. Locations to access each are described above. 2 Consult the MicroStrategy Knowledge Base online at https:// resource.microstrategy.com/support. A technical administrator in your organization may be able to help you resolve your issues immediately. 3 If the resources listed in the steps above do not provide a solution, contact MicroStrategy Technical Support directly. To ensure the most productive relationship with MicroStrategy Technical Support, review the Policies and Procedures document in your language, posted at http:// www.microstrategy.com/support/policies. Refer to the terms of your purchase agreement to determine the type of support available to you. MicroStrategy Technical Support can be contacted by your company s Support Liaison. A Support Liaison is a person whom your company has designated as a point-of-contact with MicroStrategy s support personnel. All customer inquiries and case communications must come through these named individuals. Your company may designate two employees to serve as their Support Liaisons, and can request to change their Support Liaisons two times per year with prior written notice to MicroStrategy Technical Support. It is recommended that you designate Support Liaisons who have MicroStrategy Administrator privileges. This can eliminate security conflicts and improve case resolution time. When troubleshooting and researching issues, MicroStrategy Technical Support personnel may make recommendations that require administrative privileges within MicroStrategy, or that assume that the designated Support Liaison has a security level that permits them to fully manipulate the MicroStrategy projects and has access to potentially sensitive project data such as security filter definitions. 2013 MicroStrategy, Inc. Resources xxiii

Book Overview and Additional Resources Customer Analysis Module Reference Ensure issues are resolved quickly Before logging a case with MicroStrategy Technical Support, the Support Liaison may follow the steps below to ensure that issues are resolved quickly: 1 Verify that the issue is with MicroStrategy software and not a third party software. 2 Verify that the system is using a currently supported version of MicroStrategy software by checking the Product Support Expiration Schedule at http://www.microstrategy.com/support/expiration.asp. 3 Attempt to reproduce the issue and determine whether it occurs consistently. 4 Minimize the complexity of the system or project object definition to isolate the cause. 5 Determine whether the issue occurs on a local machine or on multiple machines in the customer environment. 6 Discuss the issue with other users by posting a question about the issue on the MicroStrategy Customer Forum at https:// resource.microstrategy.com/forum/. The following table shows where, when, and how to contact MicroStrategy Technical Support. If your Support Liaison is unable to reach MicroStrategy Technical Support by phone during the hours of operation, they can leave a voicemail message, send email or fax, or log a case using the Online Support xxiv Resources 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Book Overview and Additional Resources Interface. The individual Technical Support Centers are closed on certain public holidays. North America EMEA: Europe The Middle East Africa Asia Pacific Latin America Email: support@microstrategy.com Web: https://resource.microstrategy.com/support Fax: (703) 842 8709 Phone: (703) 848 8700 Hours: 9:00 A.M. 7:00 P.M. Eastern Time, Monday Friday except holidays Email: eurosupp@microstrategy.com Web: https://resource.microstrategy.com/support Fax: +44 (0) 208 711 2525 The European Technical Support Centre is closed on national public holidays in each country. Phone: Belgium: + 32 2792 0436 France: +33 17 099 4737 Germany: +49 22 16501 0609 Ireland: +353 1436 0916 Italy: +39 023626 9668 Poland: +48 22 459 52 52 Scandinavia & Finland: +46 8505 20421 Spain: +34 91788 9852 The Netherlands: +31 20 794 8425 UK: +44 (0) 208 080 2182 International distributors: +44 (0) 208 080 2183 Hours: United Kingdom: 9:00 A.M. 6:00 P.M. GMT, Monday-Friday except holidays EMEA (except UK): 9:00 A.M. 6:00 P.M. CET, Monday-Friday except holidays Email: apsupport@microstrategy.com Web: https://resource.microstrategy.com/support Phone: Australia: +61 2 9333 6499 Korea: +82 2 560 6565 Fax: +82 2 560 6555 Japan: +81 3 3511 6720 Fax: +81 3 3511 6740 Singapore: +65 6303 8969 Fax: +65 6303 8999 Asia Pacific (except Australia, Japan, Korea, and Singapore): +86 571 8526 8067 Fax: +86 571 8848 0977 Hours: Japan and Korea: 9:00 A.M. 6:00 P.M. JST (Tokyo), Monday-Friday except holidays Asia Pacific (except Japan and Korea): 7 A.M.-6 P.M. (Singapore) Monday-Friday except holidays Email: latamsupport@microstrategy.com Web: https://resource.microstrategy.com/support Phone: LATAM (except Brazil and Argentina): +54 11 5222 9360 Fax: +54 11 5222 9355 Argentina: 0 800 444 MSTR Fax: +54 11 5222 9355 Brazil: +55 11 3054 1010 Fax: +55 11 3044 4088 Hours: Latin America (except Brazil): 9:00 A.M. 7:00 P.M. (Buenos Aires), Monday-Friday except holidays Brazil: 9 A.M. - 6 P.M. (São Paulo), Monday Friday except holidays 2013 MicroStrategy, Inc. Resources xxv

Book Overview and Additional Resources Customer Analysis Module Reference Support Liaisons should contact the Technical Support Center from which they obtained their MicroStrategy software licenses or the Technical Support Center to which they have been designated. Required information when calling When contacting MicroStrategy Technical Support, please provide the following information: Personal information: Name (first and last) Company and customer site (if different from company) Contact information (phone and fax numbers, e-mail addresses) Case details: Configuration information, including MicroStrategy software product(s) and versions Full description of the case including symptoms, error messages(s), and steps taken to troubleshoot the case thus far Business/system impact If this is the Support Liaison s first call, they should also be prepared to provide the following: Street address Phone number Fax number Email address To help the Technical Support representative resolve the problem promptly and effectively, be prepared to provide the following additional information: Case number: Please keep a record of the number assigned to each case logged with MicroStrategy Technical Support, and be ready to provide it when inquiring about an existing case Software version and product registration numbers of the MicroStrategy software products you are using xxvi Resources 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Book Overview and Additional Resources Case description: What causes the condition to occur? Does the condition occur sporadically or each time a certain action is performed? Does the condition occur on all machines or just on one? When did the condition first occur? What events took place immediately prior to the first occurrence of the condition (for example, a major database load, a database move, or a software upgrade)? If there was an error message, what was its exact wording? What steps have you taken to isolate and resolve the issue? What were the results? System configuration (the information needed depends on the nature of the problem; not all items listed below may be necessary): Computer hardware specifications (processor speed, RAM, disk space, and so on) Network protocol used ODBC driver manufacturer and version Database gateway software version (For MicroStrategy Web-related problems) browser manufacturer and version (For MicroStrategy Web-related problems) Web server manufacturer and version If the issue requires additional investigation or testing, the Support Liaison and the MicroStrategy Technical Support representative should agree on certain action items to be performed. The Support Liaison should perform any agreed-upon actions before contacting MicroStrategy Technical Support again regarding the issue. If the Technical Support representative is responsible for an action item, the Support Liaison may call MicroStrategy Technical Support at any time to inquire about the status of the issue. 2013 MicroStrategy, Inc. Resources xxvii

Book Overview and Additional Resources Customer Analysis Module Reference Feedback Please send any comments or suggestions about user documentation for MicroStrategy products to: documentationfeedback@microstrategy.com Send suggestions for product enhancements to: support@microstrategy.com When you provide feedback to us, please include the name and version of the products you are currently using. Your feedback is important to us as we prepare for future releases. xxviii Feedback 2013 MicroStrategy, Inc.

1 1.INTRODUCTION TO THE CUSTOMER ANALYSIS MODULE Introduction Understanding what motivates customers to do business with an organization is a fundamental aspect of today s customer-centric business environment. To succeed, organizations must quickly identify changes in customer tastes and preferences and act to improve the overall customer experience. The MicroStrategy Customer Analysis Module (CAM) is designed to provide deep insight into customer behavior. This insight in turn allows you to reduce attrition of profitable customers, optimize customer profitability, and identify appropriate cross sell opportunities. CAM assists analysts, managers, and executives to obtain insight into the various factors that drive customer profitability. Business questions that CAM reports can answer Knowledge about customer behavior can be gleaned from packaged MicroStrategy analytics which include reports, scorecards (a specific 2013 MicroStrategy, Inc. Business questions that CAM reports can answer 1

1 Introduction to the Customer Analysis Module Customer Analysis Module Reference collection of related reports), and dashboards (a collection of related reports customized for optimum display). In addition, some reports show summarized information to help you see trends, while others display very specific, detailed data about your customers. The analytics in CAM can be used to answer questions such as the following: Which customers have lapsed? Which are spending less? How have customer acquisition, attrition, and retention rates changed over time? Which customers are contributing to profitability and which are not? What is the impact of customer longevity on customer retention and attrition? How do specific customer characteristics, such as income range and household size, impact revenue? How have customer demographics and psychographics changed over time? What percentage of my revenue is contributed by a given segment of customers? What are the revenue, profit, and margin contributions of customers by customer profile? What is the revenue loss attributable to customer attrition? Which customers have changed their buying behavior over the past year? How has the average transaction size changed? What are the characteristics of my most profitable customers, and what products are my top customers buying? Which products show an increasing sales momentum? Which products sell well together? Which customers are most likely to take advantage of a product cross sell campaign? Which product should be offered? Business analysis areas for CAM reports CAM is grouped into the following general analysis areas: Acquisition, Attrition, and Retention Acquisition, attrition, and retention analysis helps your organization understand why customers are being acquired, defecting, or choosing to stay (retained). Through analysis in this area you can identify key 2 Business questions that CAM reports can answer 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Introduction to the Customer Analysis Module 1 attrition trends and indicators, which can help you develop effective customer retention programs. For acquisition, attrition, and retention reports, see Chapter 3, Acquisition, Attrition, and Retention Analysis. Customer Segmentation As part of the marketing function, customer segmentation helps your organization understand its customer base by identifying detailed customer profiles and buying behavior. Analysis in the segmentation area focuses on customer distribution. For customer segmentation reports, see Chapter 4, Customer Segmentation Analysis. Profitability and Cross Sell Analysis Profitability analysis helps your organization understand who your top customers are, their buying preferences, and changes in their interaction patterns over time. Cross sell analysis focuses on identifying the appropriate target audience and products for designing cross sell campaigns based on customer preferences and product affinity analysis. For profitability and cross sell reports, see Chapter 5, Profitability and Cross Sell Analysis. CAM report features CAM is built using the MicroStrategy business intelligence platform and takes advantage of the rich reporting and analytical features of MicroStrategy products: Reporting flexibility: Dynamic prompts allow you to define report templates on the fly and select filter conditions to be used at run time. Rich formatting: Reports use advanced MicroStrategy formatting features, such as thresholds to highlight important trends, page-by to move quickly to summary information, graphs to display data three-dimensionally or by line or column, and so on. For example, the Customer Profitability by Demographics report includes a threshold, so that the data displaying the profit-to-revenue margin appears in bold red font when the margin is less than or equal to five percent. 2013 MicroStrategy, Inc. CAM report features 3

1 Introduction to the Customer Analysis Module Customer Analysis Module Reference Segmentation and custom group capabilities: You can define sets of elements (segments) that meet certain conditions, and view data on the defined segments. For example, you can group customers in a particular way such as by a specific demographic or psychographic attribute (like Gender or Education level) and then view information for the defined custom group. Ad hoc analysis: You can create additional reports based on existing attributes or metrics, or create new reports to address specific reporting needs. Dashboards: You can combine data from different sources into one document and display the data graphically at a high level, making it visually appealing and easy to understand. You can combine grids, graphs, text, and special dashboard images to create a quick overview of key performance indicators (KPIs). Scorecards: You can combine several reports into one document, including different display modes such as graph and grid. Report Services documents: A document is a set of data with extensive formatting properties applied. When creating a document, you can specify what data appears, control how it will be laid out and formatted, and how it should be grouped. You can insert pictures and draw borders in the document. All of these capabilities allow you to create reports that are suitable for presentation to management or printing for boardroom quality material. Advanced metrics: Advanced metrics include, for example, % of All Revenue by Product which presents the percentage of revenue for a product compared to all products, or Cost (Dimensionality All Customers) which places customers within profit bands (deciles, or groups of 10%) depending on their profitability. Advanced drilling: You can navigate (or drill) from highly summarized information down to attributes and other data details. For example, in the Customer Profit Migration Summary report, you can drill down from a profit band such as High (a profit band is a segment of customers ranked according to profitability) and see the list of customer names within that band as well as view report data details. For a more in-depth introduction to MicroStrategy query and reporting features as well as an interactive tutorial, see the MicroStrategy Basic Reporting Guide. Predictive Analysis: The CAM project includes a Predictive Analysis folder which contains objects used to demonstrate Data Mining Services. These objects are not intended to be used in a production 4 CAM report features 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Introduction to the Customer Analysis Module 1 environment or with any data other than that provided in the out-of-the-box CAM metadata. Introduction to reports, dashboards, and documents This reference guide describes the reports and documents that summarize the CAM analysis areas. This guide also describes the general analysis areas within CAM and presents the reports within each analysis area that come with CAM. Each general analysis area provides a short introduction to the area, explaining the analysis challenges and presenting the list of packaged reports that belong to that general reporting area. For each report, scorecard, or document, this guide provides: A description of its business value Typical usage scenarios A screen shot with sample data The sample data warehouse that supplies information for the sample reports is updated regularly. As a result, data that appears in images in this guide may not always coincide exactly with the data returned for a sample report in the software. A description of how data is qualified Report Services documents can only be displayed in a server connection (a three-tier environment). You must be connected to MicroStrategy Intelligence Server. Additionally, to display a document, you must have MicroStrategy Report Services. See the MicroStrategy Installation and Configuration Guide for information on connecting to Intelligence Server and the MicroStrategy Report Services Document Creation Guide for details on documents. Accessing reports All the CAM reports and scorecards are stored in the Reports folder of the Customer Analysis Module project. 2013 MicroStrategy, Inc. Introduction to reports, dashboards, and documents 5

1 Introduction to the Customer Analysis Module Customer Analysis Module Reference To access reports 1 From Start, point to Programs, then MicroStrategy Products, and select Desktop. 2 Enter your user name and password, and click OK. The default user name is Administrator with the password field left blank. If your system administrator has changed this, contact that person to get a user name and password. 3 From the Folder List area, expand the Analytics Modules. 4 Expand the Customer Analysis Module. 5 Expand Public Objects, and expand Reports. All CAM reports and scorecards are located in this Reports folder. About scorecards and dashboards Scorecards and dashboards are popular ways to display and distribute data from business intelligence projects. In MicroStrategy, dashboards and scorecards are types of Report Services documents. A Report Services document is a set of data and formatting properties that, when executed, can produce an attractive presentation-quality report. For more information on Report Services documents, see About Report Services documents, page 7. The information in this section is intended as a brief overview of scorecards and dashboards. Scorecards Scorecards provide you with a high-level summary of key performance indicators (KPIs) for a given analysis area. They accomplish this by displaying data of actual performance compared to planned targets and benchmarks. Scorecards are made up of several combined base reports. Scorecards are a good starting point for any Analysis Module because scorecards comprise the most common or most important reports within a given analysis area. From 6 Introduction to reports, dashboards, and documents 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Introduction to the Customer Analysis Module 1 the data returned on a scorecard, you can formulate ideas for further, more detailed exploration. See Accessing Reports in this chapter for steps to open a CAM scorecard. Scorecards are laid out to help you with the information-gathering process. The most general information is found at the top left of the scorecard, and the reports get more detailed as you move left to right, top to bottom. The scorecards that come with CAM are described in chapter 2. Dashboards Dashboards, like scorecards, are made up of a group of reports and metrics that are tied together by business logic. Scorecards typically follow a specific methodology and focus on key metrics within a business area. Dashboards, on the other hand, also provide key metrics but tend to summarize business intelligence information more widely. Dashboards allow you to display information customized to your audience. Audiences might include executives, managers, or particular groups within the company such as Marketing or Sales. In some cases, you may choose to provide information to partners or customers. Among other things, dashboards let you: Add interactivity to a document, so that analysts can select various options directly on the document to display the specific data they are interested in Choose a uniform coloring scheme or display information using your company s standard Web page style Add links wherever necessary Choose the appropriate graphs, images, and colors for better presentation and to highlight specific data, trends, and deviation from certain trends, as well as to provide visual cues Share the dashboard using Desktop, Web, or via e-mail using Narrowcast Server About Report Services documents A MicroStrategy Report Services document is a set of data and formatting properties that, when executed, can produce an attractive 2013 MicroStrategy, Inc. Introduction to reports, dashboards, and documents 7

1 Introduction to the Customer Analysis Module Customer Analysis Module Reference presentation-quality report. There are several types of Report Services documents, including the following: Scorecards and dashboards: Designed for visual impact, these documents provide a distilled view of the business, organized in adaptive sections or zones. Managed metrics reports: With a quantitative focus, these documents present lists of metrics or process-driven tabular views of the business. Production and operational reports: Designed for production operations management, these documents present data in hierarchical categories or bands and can span across hundreds of printed pages. Invoices and statements: These documents use the transaction and sub-transaction level data necessary for billing, collection, and customer service. Business reports: Designed for financial and other statutory business reporting, these documents present comprehensive data in print and electronic forms. See the other MicroStrategy Analytics Modules and the MicroStrategy Tutorial for examples of other types of Report Services documents. Accessing documents To open a document that has already been created 1 From a project in MicroStrategy Desktop or Web, navigate to the folder containing the document. 2 Do one of the following depending on which interface you are using: In MicroStrategy Web, click the document name or icon. The document displays. In MicroStrategy Desktop, double-click the document name or icon. It opens in PDF View. For complete details on viewing, creating, and working with documents, see the MicroStrategy Report Services Document Creation Guide. 8 Introduction to reports, dashboards, and documents 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Introduction to the Customer Analysis Module 1 About definitions for objects on reports The objects used in the CAM reports are presented in glossaries in Appendix A of this reference guide. The glossaries include descriptions of the public objects (metrics, custom groups, filters, and prompts) that make up CAM. For details, see Definitions for Objects on Reports: Object Glossaries in Appendix A of this guide. For additional details on any CAM object, see the MicroStrategy project definitions in the Schema Objects and Public Objects folders. About the structure of CAM s business logic CAM s logical data model (also called the multidimensional model) is presented in Appendix B, Structure of CAM s Business Logic: Logical Data Model in this reference guide. The logical data model is the group of attributes (business concepts) and facts (measures, or logical pieces of data that can be analyzed) that make up an Analysis Module, arranged in specific sequences to reflect a business structure or business logic. A logical data model also shows how that business logic maps to the physical schema (data elements in a data warehouse). For details on logical data modeling, see the data modeling section in the MicroStrategy Basic Reporting guide. The logical schema diagram is available in an Erwin file, located in Program Files\MicroStrategy\Analytics Modules\CAM\ CA.er1. For additional details, see Appendix B, Structure of CAM s Business Logic: Logical Data Model. The documentation assumes you have prior experience with logical data modeling and creating business intelligence applications using MicroStrategy technology. Business concepts and measurements Business concepts, such as year or customer, are generally represented in MicroStrategy as attributes. Measurements, such as profit or revenue, are usually represented as facts. 2013 MicroStrategy, Inc. About definitions for objects on reports 9

1 Introduction to the Customer Analysis Module Customer Analysis Module Reference To get full details about any attribute or fact in any Analysis Module, use the Attribute Editor. You can view such information as definitions, properties, mapping methods, source tables, and so on. To view attribute or fact details 1 From MicroStrategy Desktop, open the Customer Analysis Module. 2 Open the Schema Objects folder. Attributes can be found in the Attributes folder. Facts can be found in the Facts folder. 3 Double-click the individual attribute or fact. The Attribute Editor automatically opens and displays details about the selected object. Relationships among business concepts The attributes and facts in the logical data model are arranged in a specific sequence to reflect business logic. This arranged structure is called a hierarchy (sometimes also called a dimension). The analysis hierarchies for each module include a number of hierarchies through which data can be summarized. For example, for CAM, data can be analyzed through such hierarchies as customer, product, transaction, and time. Default analysis hierarchies can be easily customized and extended to support analysis structures required for each company. See the Structure of CAM s Business Logic: Logical Data Model in Appendix B and Data Storage: Physical Schema and Data Dictionary in Appendix C in this guide for additional details. Porting an analytics module to your data source The MicroStrategy Analytics Modules are designed around the concept of portability. Portability is the ability of an analytical application to be integrated into an existing data warehouse. Porting a given analytical application involves remapping the application s logical data model to an 10 About the structure of CAM s business logic 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Introduction to the Customer Analysis Module 1 existing physical data warehouse schema while retaining the logical data model definition. The MicroStrategy Analytics Modules are designed to be independent from data structures. CAM s logical data model and reports can work with the physical data schema they come with, or with almost any other physical schema (such as your own data warehouse) containing the same or similar data elements. See the Installation and Porting Guide for more information on porting and detailed steps to use this feature. Introduction to CAM s physical data storage The physical schema for CAM s default data warehouse is presented in Appendix C of this reference guide. You can use this default warehouse as a starter point for creating your own data warehouse in the customer analysis area. You can use it as a template for building analytical applications. You can port CAM s logical data model to your own existing data warehouse. See the Installation and Porting Guide for details on any of these approaches to the Analytics Modules. This guide contains the physical schema diagram for the default data warehouse and also provides descriptions of all the tables and columns in the default data warehouse, as well as their purposes. The default physical schema definition is also available in an Erwin file, which is located in Program Files\MicroStrategy\ Analytics Modules\CAM\CA.er1. This guide assumes you are familiar with basic RDBMS concepts and Erwin data modeling. 2013 MicroStrategy, Inc. Introduction to CAM s physical data storage 11

1 Introduction to the Customer Analysis Module Customer Analysis Module Reference 12 Introduction to CAM s physical data storage 2013 MicroStrategy, Inc.

2 2.CAM SCORECARDS AND DOCUMENTS Introduction Scorecards provide a high-level summary of key performance indicators (KPIs) for a given analysis area. They accomplish this by displaying actual, recorded performance data compared to planned targets and benchmarks. Scorecards are made up of several base reports (called datasets) that, when combined, provide you with a general overview of a given analysis area. These datasets are displayed in a MicroStrategy Report Services document. A document is a set of data and formatting properties that, when executed, display an attractive, presentation-quality report. When creating a document, you can specify what data appears, control its layout and formatting, and how it is grouped. In addition, you can insert pictures and draw borders in the document. All of these capabilities allow you to create reports that are suitable to present to management or to print as boardroom quality material. A dashboard is a type of document in MicroStrategy. This chapter provides information, usage scenarios, screen shots, and details for the Customer Analysis Module s (CAM) documents. The Customer Analysis documents are available in the CAM Reports\ Scorecards and Dashboards folder; see Accessing reports, page 5 and Accessing documents, page 8. For complete details about working with 2013 MicroStrategy, Inc. 13

2 CAM Scorecards and Documents Customer Analysis Module Reference MicroStrategy documents, see the MicroStrategy Report Services Document Creation Guide. Report Services documents can only be displayed in a server connection (a three-tier or four-tier environment). You must be connected to MicroStrategy Intelligence Server. Additionally, to display a Report Services document, you must have the MicroStrategy Report Services product. Resources: For information on connecting to Intelligence Server, see the MicroStrategy Installation and Configuration Guide. For details on Report Services documents, see the MicroStrategy Report Services Document Creation Guide. Scorecards and dashboards Customer Analysis Scorecard This scorecard summarizes customer information from the most general level, such as trends in lost customers based on customer longevity (tenure), to the most detailed level, such as the top ten most profitable customers. 14 Scorecards and dashboards 2013 MicroStrategy, Inc.

Customer Analysis Module Reference CAM Scorecards and Documents 2 Scorecard layout and display The datasets included in this scorecard are: Quarterly New Customers Trend by Lifetime Value Score Quarterly Lost Customers Trend by Lifetime Value Score Q3 Revenue by Customer Region Q3 Top 10 Customers by Profit You can find these datasets under Datasets in the project's Dashboards and Scorecards folder. Usage scenarios This scorecard is a helpful starting point to get a general picture of customer activity and other customer-related measurements. 2013 MicroStrategy, Inc. Scorecards and dashboards 15

2 CAM Scorecards and Documents Customer Analysis Module Reference Customer Explorer Dashboard This interactive dashboard lets you filter the customer base according to several demographic variables. These variables include customer gender, marital status, lifetime value, and income range. This dashboard is designed to be viewed in MicroStrategy Web with one of the DHTML display modes enabled. Scorecard layout and display The datasets included in this dashboard are: Average Revenue per Transaction Average Transactions per Customer Number of Customers Revenue Profit and Margins Top Categories List of Customers 16 Scorecards and dashboards 2013 MicroStrategy, Inc.

Customer Analysis Module Reference CAM Scorecards and Documents 2 You can find these datasets under Datasets in the project's Dashboards and Scorecards folder. Usage scenarios When viewed in MicroStrategy Web, you can select the demographics you want to filter the data by. Then you can select various attribute elements by which to segment the customer base. This allows you to see more detail on the information you care about. Customer Summary Scorecard This summary scorecard profiles the customer base to identify common customer characteristics, and provides an overview of customer acquisition, attrition, and retention. Scorecard layout and display 2013 MicroStrategy, Inc. Scorecards and dashboards 17

2 CAM Scorecards and Documents Customer Analysis Module Reference The datasets included in the Customer Summary Scorecard are: Monthly Acquisition Trend - Q4 Monthly Attrition Trend - Q4 Monthly Retention Trend - Q4 Acquisition, Attrition, and Retention Rate Q4 Customer Counts by Customer Attributes You can find these datasets under Datasets in the project's Dashboards and Scorecards folder. Usage scenarios This scorecard is a helpful starting point to get a general picture of customer activity and other customer-related measurements. Customer Value Analysis Scorecard This scorecard provides a complete summary of a customer s profile, including descriptive and predictive information. It also displays a recommendation for action based on the predictive data. 18 Scorecards and dashboards 2013 MicroStrategy, Inc.

Customer Analysis Module Reference CAM Scorecards and Documents 2 Scorecard layout and display The datasets included in this scorecard are: Buyer Propensity Customer Attributes Customer Propensity You can find these datasets under Datasets in the project's Dashboards and Scorecards folder. Usage scenarios Select from among various customers to see an individual customer s profile, current status, value predictors, and recommended actions to take based on the data displayed. 2013 MicroStrategy, Inc. Scorecards and dashboards 19

2 CAM Scorecards and Documents Customer Analysis Module Reference Quarterly Customer Analysis Scorecard This document shows trends in customer acquisition, attrition, and retention. The document also displays customer demographics such as income range and age range. The Quarterly Customer Analysis document helps you visualize changes in trends that have occurred during a selected time period, as well as any related impact on revenue. Document layout and display This document is made up of the following datasets: Acquisition, Attrition, and Retention Rate Q4 Customer Distribution by Income Range Monthly Acquisition Trend - Q4 20 Scorecards and dashboards 2013 MicroStrategy, Inc.

Customer Analysis Module Reference CAM Scorecards and Documents 2 Monthly Attrition Trend - Q4 Monthly Retention Trend - Q4 Quarterly Acquisition Trend - Q4 Quarterly Attrition Trend - Q4 Quarterly Retention Trend - Q4 Sales and Demographic Details You can find these datasets under Datasets in the project's Dashboards and Scorecards folder. Usage scenarios Customer managers can use this scorecard to get a general overview of trends within the customer base, as well as the mix of customers that make up the customer base. The scorecard data can be used to develop potential opportunities for greater revenue, as well as actions to prevent a potential drop in sales. Document details Qualifications: This document includes a static filter on the last quarter of data in the sample data warehouse. The filter can be modified to fit your specific requirements either by changing the time period or by providing a dynamic selection (a prompt) that allows users to choose a time period. Report details and metric definitions: For details about the datasets and metrics used in this document, see the MicroStrategy project folder Public Objects\Reports\Dashboards and Scorecards\ Datasets. Additional details: This document includes a number of supporting elements to help users working with either electronic or printed documents. These elements include the document title, date and time, and document author. 2013 MicroStrategy, Inc. Scorecards and dashboards 21

2 CAM Scorecards and Documents Customer Analysis Module Reference 22 Scorecards and dashboards 2013 MicroStrategy, Inc.

3 3.ACQUISITION, ATTRITION, AND RETENTION ANALYSIS Introduction This chapter provides reference information for the reports that come with the Customer Analysis Module (CAM) as part of CAM s Acquisition, Attrition, and Retention analysis area. It presents detailed information on each report in this analysis area, including usage scenarios, screen shots, and reporting details. The reports are available in the CAM Reports folder; see Accessing reports, page 5. For information on the attributes and metrics included in the reports, see Appendix A, Definitions for Objects on Reports: Object Glossaries. Acquisition, Attrition, and Retention analysis area Acquisition, attrition, and retention analysis helps your organization understand why customers are being acquired, defecting, or choosing to stay (retained). Through analysis in this area you can identify key attrition trends 2013 MicroStrategy, Inc. Acquisition, Attrition, and Retention analysis area 23

3 Acquisition, Attrition, and Retention Analysis Customer Analysis Module Reference and indicators, which in turn can help you develop effective customer retention programs. The Acquisition, Attrition, and Retention analysis area is divided into the following subsections, each with its own focused reports: Acquisition analysis is focused on identifying basic trends in customer acquisition. Attrition analysis is focused on identifying trends and profiles of defecting customers. Customer Status Summary analysis provides an in-depth focus on customer profiles, based on their relationship status with your organization. Retention analysis is focused on analyzing your success in retaining customers. Acquisition reports This analysis area is focused on identifying basic trends in customer acquisition. The reports included in this subsection are: Monthly Acquisition Trend Quarterly Acquisition Trend Monthly Acquisition Trend This report provides a detailed view of monthly trends in customer acquisition. Usage scenarios After the report is executed, you can drill from a displayed month to any customer characteristic such as age range or income range. This allows you to research the profile of new customers added during the month and identify patterns in customer profiles. Insight from reports such as this one can help drive customer acquisition campaigns. 24 Acquisition reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Acquisition, Attrition, and Retention Analysis 3 Report display The image below shows the report for the year 2006. Acquisition Rate includes a threshold that highlights data in bold red when a contribution is less than three percent. Report details Qualification: You are prompted to select any time period or combinations of time periods to analyze. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Metrics: New Customers are defined as customers who were acquired during the chosen month. Acquisition Rate is the percentage of new customers in the customer base during a particular month. % New Customers to All shows new customers added in each month, compared to the entire year. % New Customers to All always adds up to 100 percent. 2013 MicroStrategy, Inc. Acquisition reports 25

3 Acquisition, Attrition, and Retention Analysis Customer Analysis Module Reference Quarterly Acquisition Trend This report presents a high-level graphical overview of quarterly trends in customer acquisition. Usage scenarios After the report is executed, you can drill from a displayed quarter to any customer characteristic such as age range or income range. This allows you to research the profile of new customers added during the quarter and identify patterns in customer profiles. Insight from reports such as this one can help drive customer acquisition campaigns. Report layout and display The image below shows the attributes and metrics for the report in the Design view. 26 Acquisition reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Acquisition, Attrition, and Retention Analysis 3 The image below shows the resulting graph, when the report is run for the year 2006. The Quarter attribute is on the horizontal axis, and the New Customers and Acquisition Rate metrics are on the vertical axes. Report details Qualification: You are prompted to select a year to analyze. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Metrics: New Customers are defined as customers who were acquired during the chosen quarter. Acquisition Rate is calculated as the percentage of new customers in the customer base in that quarter. Attrition reports This analysis area is focused on identifying trends and profiles of defecting customers. 2013 MicroStrategy, Inc. Attrition reports 27

3 Acquisition, Attrition, and Retention Analysis Customer Analysis Module Reference The reports included in this subsection are: Monthly Attrition Trend Quarterly Attrition Trend Monthly Attrition Trend This report presents a detailed grid view of monthly customer attrition trends. Usage scenarios After the report is executed, you can drill from a displayed month to any other customer attribute such as demographics, psychographics, lifetime value, or geography. This provides further insight into the profiles of defecting customers. Drilling on this report also allows you to quickly identify whether the profiles of lost customers are indeed different from those of active customers. Report display The image below shows the Monthly Attrition Trend report for the year 2006. % Lost Customers to All includes a threshold that highlights data in bold red when a contribution is greater than or equal to 10%. 28 Attrition reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Acquisition, Attrition, and Retention Analysis 3 Report details Qualification: You are prompted to select any time period or combinations of time periods to analyze. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Metrics: Attrition Rate is the percentage of lost customers in the customer base. Active Customers is the count of customers who were active as of the end of the month. % Lost Customers to All is defined as the contribution of lost customers in a given month, compared to all customers that were lost in the period of analysis. Quarterly Attrition Trend This high-level report presents a graphical view of the trend in customer attrition, by quarter. Usage scenarios This report helps you gain a broader view of the number of defecting customers over the course of a given year. Report layout and display The image below shows the attributes and metrics for the report in the Design view. 2013 MicroStrategy, Inc. Attrition reports 29

3 Acquisition, Attrition, and Retention Analysis Customer Analysis Module Reference The image below shows the resulting graph, when the report is run for the year 2006. The Quarter attribute is on the horizontal axis, and the Lost Customers and Attrition Rate metrics are on the vertical axes.. Report details Qualification: You are prompted to select a year to analyze. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Metrics: Attrition Rate is the percentage of customers lost during the quarter. Lost Customers is the number of customers who were lost during the quarter. Customer Status Summary reports This analysis area provides in-depth analysis on customer profiles, based on their relationship status with your organization. The reports included in this subsection are: 30 Customer Status Summary reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Acquisition, Attrition, and Retention Analysis 3 Customer Status Summary - By Demographics Customer Status Summary - By Psychographics Monthly Customer Status Summary Retention and Attrition - By Tenure Customer Status Summary - By Demographics This report provides a demographic profile of the customer base, by current acquisition, retention, or attrition status. Demographics are data that locates, identifies, and describes a population and its properties. Usage scenarios Use this report to identify whether a particular customer demographic profile is more likely to be acquired or lost. Before the report is run, you are prompted for a demographic profile. You can enter any of the available demographic characteristics such as Age Range, Income Range, and so on. Once a demographic profile has been selected and the report is run, you can increase the level of detail by drilling into the data, accessing attributes other than demographics. Report display The image below shows the report for Customer Age Range. Report details Qualifications: You are prompted to select a quarter to analyze. 2013 MicroStrategy, Inc. Customer Status Summary reports 31

3 Acquisition, Attrition, and Retention Analysis Customer Analysis Module Reference You are prompted to select a demographic profile to analyze, such as customer age range, gender, or income. Drill path: You can drill to demographic and psychographic customer characteristics. Attributes and metrics: Active Customers are defined as all currently existing customers. New Customers are those who were acquired in the period selected for analysis. Retained Customers are all customers who were acquired prior to the period of analysis, and are still active. Lost Customers are all customers lost during the period of analysis. Demographics List represents the customer attributes you select, such as Gender, Income Range, Age Range, and so on. Customer Status Summary - By Psychographics This report provides a psychographic profile of the customer base, listed by current acquisition, retention, or attrition status. Psychographics are aspects of the population identified for customer profiling based on values, attitudes, and lifestyles. Usage scenarios You can identify whether a particular customer psychographic profile is more likely to be acquired or lost. When the report is run, you are prompted for a psychographic list. You can enter any of the available psychographic characteristics such as Marital Status, Housing Type, Household Count, and so on. Once a demographic profile has been selected at run time, you can increase the level of detail by drilling into the data, accessing attributes other than psychographics. 32 Customer Status Summary reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Acquisition, Attrition, and Retention Analysis 3 Report display The image below shows the report for Customer Housing Type. Report details Qualifications: You are prompted to select a quarter to analyze. You are prompted to select a psychographic profile to analyze, such as customer education level, housing type, household count, or marital status. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Attributes and metrics: Active Customers are defined as all currently existing customers. New Customers are those who were acquired in the period selected for analysis. Retained Customers are all customers who were acquired prior to the period of analysis, and are still active. Lost Customers are all customers lost during the period of analysis. Psychographics List represents the customer attributes you select, such as Education, Housing Type, Marital Status, and so on. Monthly Customer Status Summary This report provides a detailed view of monthly trends in customer relationship status. 2013 MicroStrategy, Inc. Customer Status Summary reports 33

3 Acquisition, Attrition, and Retention Analysis Customer Analysis Module Reference Usage scenarios Use this report to identify the number of customers who are active, new, retained, and lost. You can drill from a month to any customer attribute such as age range, income range, or lifetime value to obtain more detailed customer status information. Report layout and display The image below shows the attributes and metrics for the report in the Design view. The image below shows the resulting graph for Q4 2006. The Month attribute is on the horizontal axis. and all the metrics are on the vertical axis. Report details Qualification: You are prompted to select a quarter to analyze. 34 Customer Status Summary reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Acquisition, Attrition, and Retention Analysis 3 Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Metrics: Active Customers is the count of customers who were active as of the end of the month. New Customers is the count of customers who were acquired during the month. Retained Customers is defined as an Active Customer who was acquired in a prior month. Lost Customers is the count of customers who were lost during the month. Retention and Attrition - By Tenure This report gauges the extent of customers loyalty. Usage scenarios Use this report to identify the likelihood that customers will defect, based on the tenure of their relationship with the company. One expects that the longer the tenure, the less likely a customer is to leave. 2013 MicroStrategy, Inc. Customer Status Summary reports 35

3 Acquisition, Attrition, and Retention Analysis Customer Analysis Module Reference Report display The image below shows the report for a selected quarter. Report details Qualification: You are prompted to select a quarter to analyze. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Metrics: Retained Customers is the count of customers who were acquired before the month. Lost Customers is the count of customers who were lost during the month. 36 Customer Status Summary reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Acquisition, Attrition, and Retention Analysis 3 Retention reports This analysis area is focused on analyzing your success in retaining customers. The reports included in this subsection are: Monthly Retention Trend Quarterly Retention Trend Monthly Retention Trend This report presents a grid view of monthly trends in the number of retained customers, active customers, and the retention rate. Usage scenarios After the report is executed, you can drill from a displayed month to any customer characteristic, such as age range or income range. This allows you to identify retention rates along these customer segments. Report display The image below shows the report for the year 2006. 2013 MicroStrategy, Inc. Retention reports 37

3 Acquisition, Attrition, and Retention Analysis Customer Analysis Module Reference Report details Qualification: You are prompted to select any time period or combinations of time periods to analyze. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Metrics: Retained Customers is the count of customers who were acquired before the month being analyzed. Active Customers is the count of customers who were active as of the end of the month. Retention Rate is the percentage of retained customers to all active customers. Quarterly Retention Trend This high-level report provides a graphical view of quarterly trends in the number of retained customers and the retention rate. Usage scenarios After the report is executed, you can drill from a displayed quarter to any customer characteristic, such as age range or income range. This allows you to identify retention rates along these customer segments. Report layout and display The image below shows the attributes and metrics for the report in the Design view. 38 Retention reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Acquisition, Attrition, and Retention Analysis 3 The image below shows the resulting graph for the year 2006. The Quarter attribute is on the horizontal axis, and the Retained Customers and Retention Rate metrics are on the vertical axes. Report details Qualification: You are prompted to select a year to analyze. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Metrics: Retained Customers for a quarter are all customers who were acquired prior to the quarter being analyzed. Retention Rate is the percentage of retained customers to all active customers. 2013 MicroStrategy, Inc. Retention reports 39

3 Acquisition, Attrition, and Retention Analysis Customer Analysis Module Reference 40 Retention reports 2013 MicroStrategy, Inc.

4 4.CUSTOMER SEGMENTATION ANALYSIS Introduction This chapter provides reference information for the reports that come with the Customer Analysis Module (CAM) as part of CAM s Customer Segmentation analysis area. It presents detailed information on each report in this analysis area, including usage scenarios, screen shots, and reporting details. The reports are available in the CAM Reports folder; see Accessing reports, page 5. Analysis in the customer segmentation area focuses on customer distribution and customer financial contribution. For information on the attributes and metrics included in the reports, see Appendix A, Definitions for Objects on Reports: Object Glossaries. Customer Segmentation analysis area As part of the marketing function, customer segmentation helps your organization understand its customer base by identifying detailed customer 2013 MicroStrategy, Inc. Customer Segmentation analysis area 41

4 Customer Segmentation Analysis Customer Analysis Module Reference profiles and buying behavior. Analysis in the segmentation area focuses on customer distribution. The Customer Segmentation analysis area is divided into the following subsections, each with its own focused reports: Customer Distribution analysis focuses on the distribution of customers by identifying key customer profiles and segments. Use this analysis area to identify your most and least profitable customers, and to segment customers by characteristics to determine target campaigns. Financial Contribution analysis is focused on identifying the financial contribution of customers based on segmented customer profiles. Customer Distribution reports This analysis area focuses on the distribution of customers by identifying key customer profiles and segments. The reports in this subsection are: Current Customer Base Segmentation - By Qualifying Customer Characteristics Current Customer Distribution - By Customer Status Current Customer Distribution - By Demographics Current Customer Distribution - By Lifetime Value Current Customer Distribution - By Psychographics Customer Distribution by Geography - Detail Customer Distribution Trend Monthly Customer Distribution - By Profit Decile Monthly Customer Distribution - By Revenue Decile Quarterly Customer Distribution - By Geography 42 Customer Distribution reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Customer Segmentation Analysis 4 Current Customer Base Segmentation - By Qualifying Customer Characteristics This report is designed to allow you to segment the current customer base along any major customer characteristic. Usage scenarios This report provides you with an easy-to-use visual segmentation capability. Iterative segmentation through drilling lets you create as fine a segment of your customer base as you choose. Report layout and display The image below shows the report for Customer Education, where the Customer Gender is Female. Report details Qualification: You are prompted to define a restriction by any available customer characteristic. In the example above, the qualification selected for Customer Education was Customer Gender = Female. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Attributes and metrics: Active Customers-Current is the count of customers who are currently active. New Customers-Current is the count of customers who have been acquired in the last month. 2013 MicroStrategy, Inc. Customer Distribution reports 43

4 Customer Segmentation Analysis Customer Analysis Module Reference Customer Characteristics is an object prompt that asks you to select a customer attribute, such as Customer Tenure, Marital Status, Gender, and so on. Current Customer Distribution - By Customer Status This high-level report provides a distribution of the customer base by their current status, either active or lost. Usage scenarios This report lets you drill from a given customer status to details on customer characteristics. Analysis on this type of report can help identify profiles of customers who are likely to be lost. Report display The image below shows the report when it is executed. Report details Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Current Customer Distribution - By Demographics This high-level graphical report identifies the composition of the customer base by key demographic attributes. Usage scenarios Use this report to identify key demographics in your customer base. 44 Customer Distribution reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Customer Segmentation Analysis 4 Report layout and display The image below shows the attributes and metrics for the report in the Design view. The image below shows the resulting pie chart, which shows the percentage of active customers, divided according to Customer Income Range. Report details Qualifications: You are prompted to select a customer demographic, such as age range, gender, or income range. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Attributes and Metrics: Active Customers-Current is the count of customers who are currently active. 2013 MicroStrategy, Inc. Customer Distribution reports 45

4 Customer Segmentation Analysis Customer Analysis Module Reference Demographics List represents the customer attributes you select, such as Gender, Income Range, and Age Range. Current Customer Distribution - By Lifetime Value This report identifies the composition of the active customer base by their lifetime value contribution. Lifetime value scores are calculated using qualitative and quantitative factors and are an indication of the quality of a customer to the organization. Usage scenarios Analytics such as this are useful for determining target lists for campaigns. After the report is executed, you can drill from a displayed lifetime value score to any customer characteristic such as age range or income range. This allows you to identify a profile of customers with that score. Report display The image below shows the report when it is executed. Report details Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Metrics: Active Customers-Current is the count of customers who are currently active. 46 Customer Distribution reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Customer Segmentation Analysis 4 Current Customer Distribution - By Psychographics The purpose of this high-level graphical report is to identify the composition of the customer base by key psychographic attributes. Usage scenarios Use this report to identify the key psychographics of your customer base. Report layout and display The image below shows the report s attributes and metrics in the Design view. The image below shows the resulting pie chart, divided according to Customer Marital Status. 2013 MicroStrategy, Inc. Customer Distribution reports 47

4 Customer Segmentation Analysis Customer Analysis Module Reference Report details Qualification: You are prompted to define a restriction by any available customer characteristic. In the example above, the qualification selected was Marital Status. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Attributes: Psychographics List represents the customer attributes you select, such as Education, Marital Status, Housing Type, and so on. Customer Distribution - By Geography - Detail This report provides a detailed view of customer distribution by geographical location. Usage scenarios This analytic identifies several key measurements by geographic breakdown. Measurements in this report include the number of customers, the contribution of customers to the overall customer base, monthly variance in the number of customers, revenue, the associated revenue contribution, and monthly variance in revenue. This is an example of a scorecard analytic that provides an overview of the customer and revenue base. Report layout and display The image below shows the report when it is executed. % Variation of Customers includes two thresholds that highlight data when certain 48 Customer Distribution reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Customer Segmentation Analysis 4 conditions occur. Bold red indicates the percentage is less than or equal to zero. Bold green designates the percentage is greater than or equal to 10. Report details Qualification: You are prompted to select any time period for analysis. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Metrics: Customers with Transactions is the count of customers who had transactions during the month. Customer Distribution Trend This report displays a trend of customer numbers and revenue trends based on your selected combination of customer characteristics. Usage scenarios Use this report to gain detailed insight on trends in revenue and customer counts, based on customer profile. 2013 MicroStrategy, Inc. Customer Distribution reports 49

4 Customer Segmentation Analysis Customer Analysis Module Reference Report display The image below shows the report for the year 2006. When displayed as a grid, this report includes the page-by Month option. Report details Qualification: You are prompted to select a year to analyze. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Attributes: Demographics List and Psychographics List represent the customer attributes you select, such as Gender, Income Range, Housing Type, and so on. Monthly Customer Distribution - By Profit Decile This report provides monthly trends of the distribution of customers by their profit contribution. Usage scenarios This report can answer such questions as what percent of customers contribute the top 10% of profits in a given month. 50 Customer Distribution reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Customer Segmentation Analysis 4 Report display The image below shows the report for Q4 2006. Report details Qualification: You are prompted to select a quarter to analyze. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Monthly Customer Distribution - By Revenue Decile This report provides monthly trends of the distribution of customers by their profit contribution. Usage scenarios Questions such as what percent of customers contribute the top 10% of profits in a given month can be answered by this report. 2013 MicroStrategy, Inc. Customer Distribution reports 51

4 Customer Segmentation Analysis Customer Analysis Module Reference Report display The image below shows the report for Q4 2006. Report details Qualification: You are prompted to select a quarter to analyze. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Quarterly Customer Distribution - By Geography This high-level graphical report provides the distribution of revenue and customers by geography. Usage scenarios This report answers questions such as what percent of customers are from a particular location, and what percent of the revenue they bring in. 52 Customer Distribution reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Customer Segmentation Analysis 4 Report layout and display The image below shows the attributes and metrics for the report in the Design view. The image below shows the resulting pie charts, showing Customers with Transactions and Revenue, divided according to Customer Region. Report details Qualification: You are prompted to select a quarter to analyze. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. 2013 MicroStrategy, Inc. Customer Distribution reports 53

4 Customer Segmentation Analysis Customer Analysis Module Reference Financial Contribution reports Financial Contribution analysis is focused on identifying the financial contribution of customers based on segmented customer profiles. The reports included in this subsection are: Financial Contribution Summary - By Demographics/Psychographics Financial Contribution Summary - By Geography Financial Contribution Summary - By Demographics/ Psychographics This detailed report provides insight on key financial metrics such as revenue, profit, margin, and revenue per customer split along customer characteristics. Usage scenarios Use this report to identify the financial impact by a particular customer segment. 54 Financial Contribution reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Customer Segmentation Analysis 4 Report display The image below shows the report for Customer Age Range and Customer Education, for the selected quarter. Report details Qualification: You are prompted for a quarter to analyze. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Attributes: Demographics List and Psychographics List are object prompts that ask you to select customer attributes, such as Gender, Income Range, Housing Type, and so on. Financial Contribution Summary - By Geography This detailed report provides insight on key financial metrics such as revenue, profit, margin, and revenue per customer split on customer geography. 2013 MicroStrategy, Inc. Financial Contribution reports 55

4 Customer Segmentation Analysis Customer Analysis Module Reference Usage scenarios Use this report to identify financial impact by customer geographical location. Report display The image below shows the report for the selected quarter. Report details Qualification: You are prompted for a quarter to analyze. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. 56 Financial Contribution reports 2013 MicroStrategy, Inc.

5 5.PROFITABILITY AND CROSS SELL ANALYSIS Introduction This chapter provides reference information for the reports that come with the Customer Analysis Module (CAM) as part of CAM s Profitability and Cross Sell analysis area. It presents detailed information on each report in this analysis area, including usage scenarios, screen shots, and reporting details. The reports are available in the CAM Reports folder; see Accessing reports, page 5. Using analytics in this analysis area, you can identify your profitable customers and what they like, and then determine opportunities to cross sell additional products. For information on the attributes and metrics included in the reports, see Appendix A, Definitions for Objects on Reports: Object Glossaries. 2013 MicroStrategy, Inc. 57

5 Profitability and Cross Sell Analysis Customer Analysis Module Reference Profitability and Cross Sell analysis area Profitability analysis helps your organization understand who your top customers are, their buying preferences, and changes in their interaction patterns over time. Use this analysis area to measure customer profitability across customer characteristics, and to identify trends and opportunities. Cross Sell analysis focuses on identifying the appropriate target audience and products for designing cross sell campaigns based on customer preferences and product affinity analysis. Use this analysis area to help you identify opportunities to sell complimentary or higher-end products to existing customers, and maximize effectiveness of campaigns by promoting new products. The Profitability and Cross Sell analysis area is divided into the following subsections, each with its own focused reports: Customer Cross Sell analysis identifies customer profiles for potential cross sell campaigns. Customer Migration analysis identifies changes in the relative revenue and profit contributions of customers. Customer Profitability Profile analysis focuses on identifying the profiles of customers based on their revenue and profitability contributions. Product Cross Sell analysis provides insight on the selection of products for cross sell campaigns. Product Profitability analysis identifies products purchased by top customers and the contributions different products make to overall revenue and profitability. Customer Cross Sell reports Customer Cross Sell analysis identifies customer profiles for potential cross sell campaigns. The reports included in this subsection are: Customer Segment Summary Customer Segments - By Product 58 Profitability and Cross Sell analysis area 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Profitability and Cross Sell Analysis 5 Monthly Customer Segment Summary Trend Revenue and Transaction Trend - By Customer Segments Customer Segment Summary This report uses key metrics to identify the criteria for the profile of a target audience. Key metrics include customer count, number of transactions, revenue, profit, average transaction size, and their contributing revenue in the previous quarter. Usage scenarios This report helps you target a customer segment for a cross sell campaign. Report display The image below shows the report for Customer Age Range and Customer Education, for the selected quarter. Report details Qualification: You are prompted for a quarter to analyze. 2013 MicroStrategy, Inc. Customer Cross Sell reports 59

5 Profitability and Cross Sell Analysis Customer Analysis Module Reference Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Attributes: Demographics List and Psychographics List are object prompts that ask you to select customer attributes, such as Gender, Income Range, Housing Type, and so on. Customer Segments - By Product This report identifies the number of customers, the number of transactions, the amount of revenue, and the previous quarter revenue for products, based on your selected customer profile. Usage scenarios Use this report to identify popular products based on a customer profile. This is a useful report for defining a target audience for a cross sell campaign. Report display The image below shows the report for Customer Education and Customer Gender, for the selected quarter and products. Report details Qualification: You are prompted for a quarter and a selection of products to analyze. 60 Customer Cross Sell reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Profitability and Cross Sell Analysis 5 Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Attributes: Demographics List and Psychographics List are object prompts that ask you to select customer attributes, such as Gender, Income Range, Housing Type, and so on. Monthly Customer Segment Summary - Trend This report provides a detailed trend of customer counts, transactions, revenue, profit, average transaction size, and revenue in the previous quarter by a user-selected customer profile. Usage scenarios Use this report to identify whether a particular customer profile has changed in its buying behavior over time. Report display The image below shows the report for Customer Age Range and Customer Education, for Q4 2006. 2013 MicroStrategy, Inc. Customer Cross Sell reports 61

5 Profitability and Cross Sell Analysis Customer Analysis Module Reference Report details Qualification: You are prompted for a quarter to analyze. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Attributes: Demographics List and Psychographics List are object prompts that ask you to choose customer attributes, such as Gender, Income Range, Housing Type, and so on. Revenue and Transaction Trend - By Customer Segments This report identifies trends in the number of customers, transactions, and revenue, based on your selected customer profile. Usage scenarios Use this report to gain insight into changing customer behavior over time. Report layout and display The image below shows the report when it is executed. Report details Qualification: You are prompted for a quarter to analyze. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Attributes: Demographics List and Psychographics List represent the customer attributes you select, such as Gender, Income Range, Housing Type, and so on. 62 Customer Cross Sell reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Profitability and Cross Sell Analysis 5 Customer Migration reports Customer Migration analysis identifies changes in the relative revenue and profit contributions of customers. The reports included in this subsection are: Customer Profit Migration Summary Customer Revenue Migration Summary Customer Profit Migration Summary This report provides a summary of customer migration across profit bands between two quarters. Usage scenarios Use this report to identify whether customers are migrating to lower profit bands. This is helpful to monitor customer profitability between two periods of time. Report display The image below shows the report for a selected quarter. Report details Qualification: You are prompted for a quarter to analyze. 2013 MicroStrategy, Inc. Customer Migration reports 63

5 Profitability and Cross Sell Analysis Customer Analysis Module Reference Drill path: You can drill to the customer attributes. Customer Revenue Migration Summary This report provides a summary of customer migration across revenue bands between two quarters. Usage scenarios Use this report to identify whether customers are migrating to lower revenue bands. This is helpful to monitor customer revenue contribution between two periods of time. Report display The image below shows the report for a selected quarter. Report details Qualification: You are prompted for a quarter to analyze. Drill path: You can drill to customer attributes. Customer Profitability Profile reports Customer Profitability Profile analysis focuses on identifying the profiles of customers based on their revenue and profitability contributions. 64 Customer Profitability Profile reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Profitability and Cross Sell Analysis 5 The reports included in this subsection are: Customer Profitability - By Demographics Customer Profitability - By Psychographics Customer Profitability - By Revenue Band Customer Profitability - By Tenure Customer Profitability - By Demographics This high-level report provides basic insight on the count of customers, revenue, profit, and margin along any demographic attribute you select. Usage scenarios This report is ideally suited for drilling into more detail on customer characteristics. Report display The image below shows the report for Customer Age Range, for a selected quarter. Report details Qualification: You are prompted for a quarter to analyze. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. 2013 MicroStrategy, Inc. Customer Profitability Profile reports 65

5 Profitability and Cross Sell Analysis Customer Analysis Module Reference Attributes: Demographics List is an object prompt that asks you to select customer attributes, such as Gender, Income Range, Age Range, and so on. Customer Profitability - By Psychographics This high-level report provides basic insight on the count of customers, revenue, profit, and margin along any user-selected psychographics attribute. Usage scenarios This report is ideally suited for drilling into more detail on customer characteristics. Report layout and display The image below shows the report for Customer Education, for a selected quarter. Report details Qualification: You are prompted for a quarter to analyze. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. Attributes: Psychographics List is an object prompt that asks you to select customer attributes, such as Education, Housing Type, Marital Status, and so on. 66 Customer Profitability Profile reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Profitability and Cross Sell Analysis 5 Customer Profitability - By Revenue Band This report provides insight on the number of customers by revenue bands and their respective revenue, profit, and margin contributions. Usage scenarios This report can be used to answer questions such as which revenue band of customers provides the majority of the profits. Report display The image below shows the report when it is executed. Margin includes a threshold that highlights data in bold red when the margin is less than six percent. Report details Qualification: You are prompted for a quarter to analyze. Drill path: You can drill to the customer attribute. Customer Profitability - By Tenure This report provides monthly trends in customer information based on the length of their tenure as a customer with the company. The report includes counts of customers with transactions and active customers (who do not need to purchase to be counted). Revenue, profit, and margin are also included. 2013 MicroStrategy, Inc. Customer Profitability Profile reports 67

5 Profitability and Cross Sell Analysis Customer Analysis Module Reference Usage scenarios Use this report to identify the correlation between customer tenure and customer profitability. Report display The image below shows the report for Q4 2006. Margin includes a threshold that highlights data in bold red when the value is less than five percent. Report details Qualification: You are prompted for a quarter to analyze. Attributes: Active Customers is the count of customers who were active at the end of the reported month. 68 Customer Profitability Profile reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Profitability and Cross Sell Analysis 5 Product Cross Sell reports Product Cross Sell analysis provides insight on the selection of products for cross sell campaigns. The reports included in this subsection are: Customers without Affinity Product Product Affinity - By Customer Segments Product Affinity - By Customers Product Affinity - By Transactions Customers without Affinity Product This report identifies all customers who have not purchased a particular product (that is, shown an affinity), even though they have purchased another product that is closely related. Usage scenarios This report is useful for identifying a potential target audience for a cross sell campaign, when the promotional product, that is, the affinity product, is known. This report is an example of a market basket analysis report since it identifies customers who do not have a particular product in their basket, or portfolio, although they should. Report display The image below shows the report when it is executed. 2013 MicroStrategy, Inc. Product Cross Sell reports 69

5 Profitability and Cross Sell Analysis Customer Analysis Module Reference Report details Qualification: You are prompted for: a time period or a combination of time periods a product which has been purchased a product which has not been purchased Product Affinity - By Customer Segments This sophisticated report identifies the affinity, that is, the correlation, of selected products to be purchased together by a selected customer segment. This report shows how many customers, from a particular segment of customers, purchased the affinity or related product at the same time as a given product purchase. Usage scenarios Use this report to identify potential products, in this case the affinity product, that can be used for a cross sell campaign. Report display The image below shows the report when it is executed. 70 Product Cross Sell reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Profitability and Cross Sell Analysis 5 Report details Qualification: You are prompted for: a time period or a combination of time periods a product which has been purchased a list of products which may or may not have been purchased by a customer who purchased the product selected in the previous prompt Metrics: The Attachment Rate metric is used to identify the highest affinity between two products for a given customer segment. Product Affinity - By Customers This report identifies the affinity, that is, the correlation of products to be purchased together. Usage scenarios Use this report to identify potential products for cross sell analysis. This type of analysis is referred to as market basket analysis since it analyzes how often two products are purchased at the same time, also called the Attachment Rate. Report display The image below shows the report when it is executed. 2013 MicroStrategy, Inc. Product Cross Sell reports 71

5 Profitability and Cross Sell Analysis Customer Analysis Module Reference Report details Qualification: You are prompted for a time period or a combination of time periods a product which has been purchased a list of products which may or may not have been purchased by a customer who purchased the product in the previous prompt Product Affinity - By Transactions This report identifies the affinity, or correlation, of products that are bought together in the same transaction. Usage scenarios Insight from this report is useful for identifying immediate cross sell opportunities at the time of purchase. Report layout and display The image below shows the report when it is executed. Report details Qualification: You are prompted for a time period or a combination of time periods a product which has been purchased a list of products which may or may not have been purchased by a customer who purchased the product selected in the previous prompt in the same transaction 72 Product Cross Sell reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Profitability and Cross Sell Analysis 5 Metrics: Attachment Rate measures the percentage of times the affinity products are bought with another particular product in the same transaction. Product Profitability reports Product Profitability analysis identifies products purchased by top customers and the contributions different products make to overall revenue and profitability. The reports included in this subsection are: Products - By Top 10% Customers Products with Decreasing Revenue Products with Increasing Revenue Top 10 Products Summary Products - By Top 10% Customers This report provides insight into products bought by the top ten percent of customers, and their respective revenue and profit contribution. Usage scenarios This report helps you identify the product purchases of top customers, which is useful for marketing and customer service. 2013 MicroStrategy, Inc. Product Profitability reports 73

5 Profitability and Cross Sell Analysis Customer Analysis Module Reference Report display The image below shows the report for products purchased by the top ten percent of customers. Report details Qualification: You are prompted for a quarter to analyze. Attributes: The list of Products in the report corresponds to purchases by the top ten percent of customers, as ranked by revenue contribution. Products with Decreasing Revenue This graphical report displays products with dropping revenue. Usage scenarios This report helps you identify potential products for marketing campaigns such as discounts or promotions. 74 Product Profitability reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Profitability and Cross Sell Analysis 5 Report layout and display The image below shows the attributes and metrics for the report in the Design view. The image below shows the resulting graph. The Product attribute is along the vertical axis, and the metrics are along the horizontal axis. Report details Qualification: You are prompted for a quarter to analyze. Products with Increasing Revenue This graphical report identifies products with increasing sales momentum. 2013 MicroStrategy, Inc. Product Profitability reports 75

5 Profitability and Cross Sell Analysis Customer Analysis Module Reference Usage scenarios Insight from this report can be used to drive marketing campaigns that maximize revenue from popular products. You can also use this report to identify products for affinity analysis and cross sell campaigns. A cross sell campaign is a strategy of pro-actively marketing related products or services in addition to what a customer is already interested in buying. Report layout and display The image below shows the attributes and metrics for the report in the Design view. The image below shows the resulting graph. The Product attribute is along the vertical axis, and the metrics are along the horizontal axis. 76 Product Profitability reports 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Profitability and Cross Sell Analysis 5 Report details Qualification: You are prompted for a quarter to analyze. Top 10 Products Summary This high-level report provides insight on basic revenue, profit, and margin for top products in a given quarter. Usage scenarios Use this report to locate differences in profit and revenue for top products. Report display The image below shows the report with the top ten products for the selected quarter. Margin includes a threshold that highlights data in bold red when the value is less than five percent. Report details Qualification: You are prompted for a quarter to analyze. Drill path: You can drill to demographic, psychographic, and geographic customer characteristics. 2013 MicroStrategy, Inc. Product Profitability reports 77

5 Profitability and Cross Sell Analysis Customer Analysis Module Reference 78 Product Profitability reports 2013 MicroStrategy, Inc.

A A.DEFINITIONS FOR OBJECTS ON REPORTS: OBJECT GLOSSARIES Introduction This appendix presents glossaries for all the Customer Analysis Module (CAM) objects used in the CAM reports. The glossaries include descriptions of the public objects (custom groups, metrics, filters, and prompts) that comprise CAM. You can find additional object definitions (for attributes, facts, and transformations) in Appendix B, Structure of CAM s Business Logic: Logical Data Model. For additional details on any object listed, see the MicroStrategy project definitions in the Public Objects folder or the Schema Objects folder. 2013 MicroStrategy, Inc. 79

A Definitions for Objects on Reports: Object Glossaries Customer Analysis Module Reference Custom Groups glossary The following custom groups are used in the CAM. Custom Group Description Example Profit Band Profit Band Previous Quarter Profit Deciles Revenue Band Revenue Band Previous Quarter Revenue Deciles Tenure Ranges Customers are segmented into bands based on their contribution to profitability. This is calculated at a quarterly level. See Profit Band. This indicates the Profit Band in the previous quarter and can be used to identify changes in customer profitability profiles. Customers are segmented into bands based on their contribution to profitability. These are calculated at a quarterly level. Customers are segmented into bands based on their contribution to revenue. This is calculated at a quarterly level. See Revenue Band. This indicates the Revenue Band in the previous quarter and can be used to identify changes in customer profitability profiles. Customers are segmented into bands based on their contribution to revenue. These are calculated at a quarterly level. Customers are segmented into bands based on the number of months since they have been acquired. High (top 30%), Medium (next 40%), Low (bottom 30%) High (top 30%), Medium (next 40%), Low (bottom 30%) Top 10%, 10-20%, etc., Bottom 10% High (top 30%), Medium (next 40%), Low (bottom 30%) High (top 30%), Medium (next 40%), Low (bottom 30%) Top 10%, 10-20%, etc., Bottom 10% < 6 months, >= 6 months Metrics glossary The following metrics or key performance indicators (KPIs) are used in the CAM. All the definitions can be found in the Public Objects\Metrics folder of the MicroStrategy project. 80 Custom Groups glossary 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Definitions for Objects on Reports: Object Glossaries A Attrition and Retention metrics Metric/KPI Description Formula Acquisition Rate Rate at which new customers are acquired ((1.0001 * [New Customers]) / (1.0001 * [Active Customers])) Attrition Rate Rate at which customers are lost ((1.0001 * [Lost Customers]) / (1.0001 * ([Active Customers] + [Lost Customers]))) Retention Rate Rate at which customers are retained ((1.0001 * [Retained Customers]) / (1.0001 * [Active Customers])) Counts metrics Current Counts metrics Metric/KPI Description Formula % Active Customers Current to All Active Customers Current All Active Customers Current Percentage of active customers for a particular reporting element compared to all customers Number of current active customers; count of customers from table which contains current status information and conditionality. Total number of current active customers, independent of report filter; count of customers from table which contains current status information and conditionality. ((1.0001 * [Active Customers - Current]) / (1.0001 * [All Active Customers - Current])) [Count of Customers (Customer Lookup)] {~} <[Active Customer]> [Count of Customers (Customer Lookup)] {~, [Current Customer Attributes]} <[Active Customer]> Customers Current Count of current customers [Count of Customers (Customer Lookup)] {~} New Customers Current Count of Customers (Customer Lookup) Number of current acquired customers; count of customers from table with current customer tenure information. Base formula [Count of Customers (Customer Lookup)] {~} <[New Customer]> Count<Distinct=True>([Index for Customer Counts from Customer Lookup]) 2013 MicroStrategy, Inc. Metrics glossary 81

A Definitions for Objects on Reports: Object Glossaries Customer Analysis Module Reference Historical Counts metrics Metric/KPI Description Formula % Customers vs. Region Total Percentage of customers for a particular reporting element compared to all customers in the region ((1.0001 * [Customers with Transactions]) / (1.0001 * [Customers with Transactions by Region])) % Lost Customers to All Percentage of lost customers for a particular reporting element compared to all customers % New Customers to All Percentage of new customers for a particular reporting element compared to all customers ((1.0001 * [Lost Customers]) / (1.0001 * [All Lost Customers for Period])) ((1.0001 * [New Customers]) / (1.0001 * [All New Customers for Period])) % Variation of Customers with Transactions vs. Previous Month Active Customers All Lost Customers for Period All New Customers for Period Attachment Rate by Customers Attachment Rate by Transactions Count of Customers (Based on Transactions) Count of Customers (Historical Status) Change in the count of transacting customers for the current month compared to the previous month Number of active customers at the end of a period Total number of customers who were lost during a period, independent of report filter Total number of customers who were acquired during a period, independent of report filter Percentage of times that two products are purchased by a single customer compared to the times that one of those products is purchased Percentage of times two products are purchased by a single customer in the same transaction compared to the times that only one of those products are purchased Base formula Base formula ((1.0001 * ([Customers with Transactions] - [Customers with Transactions - Previous Month])) / (1.0001 * [Customers with Transactions - Previous Month])) [Count of Customers (Historical Status)] {~, Time} <[Active Customer]> [Count of Customers (Historical Status)] {~, Time} <[Lost Customer]> [Count of Customers (Historical Status)] {~, Time} <[New Customer]> ((1.0001 * [Customers who bought both Product and Affinity Product]) / (1.0001 * [Customers who bought Affinity Product])) ((1.0001 * [Transactions with both Product and Affinity Product]) / (1.0001 * [Transactions with Affinity Product])) Count<Distinct=True>([Index for Customer Counts with Transactions]) Count<Distinct=True>([Index for Customer Counts with Historical Status]) Count of Transactions Base formula Count<Distinct=True>([Index for Order Counts]) 82 Metrics glossary 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Definitions for Objects on Reports: Object Glossaries A Metric/KPI Description Formula Customers who bought Affinity Product Customers who bought both Product and Affinity Product Customers with Transactions Customers with Transactions - Previous Month Customers with Transactions by Region Customers with Transactions by Region Previous Month Lost Customers New Customers Retained Customers Transactions Transactions with Affinity Product Transactions with both Product and Affinity Product Number of customers who bought a particular product; count of customers from transaction table. Number of customers who bought two particular products Number of customers who performed a transaction Number of customers who transacted during the previous month Number of customers with transactions, at the region level Number of customers with transactions for the previous month, aggregated to the region level Number of customers who were lost; count of customers from table with status history information. Number of customers who were acquired; count of customers from table with tenure history information. Customers who were acquired before a particular reporting period Number of transactions; count of transactions from table containing transaction information. Number of transactions which included a particular product Number of transactions which included two particular products [Count of Customers (Based on Transactions)] {~} [Count of Customers (Based on Transactions)] {~} <[Set of Customers who bought one of the Products]> [Count of Customers (Based on Transactions)] {~} [Count of Customers (Based on Transactions)] {~} [Previous Month] [Count of Customers (Based on Transactions)] {~, [Customer Region]} [Count of Customers (Based on Transactions)] {~} [Previous Month] [Count of Customers (Historical Status)] {~} <[Lost Customer]> [[Count of Customers (Historical Status)] {~} <[New Customer]> Case((([Active Customers] - [New Customers]) > 0.0), ([Active Customers] - [New Customers]), 0.0) [Count of Transactions] {~} [Count of Transactions] {~} [Count of Transactions] {~} <[Relate Transaction to Product selection]> 2013 MicroStrategy, Inc. Metrics glossary 83

A Definitions for Objects on Reports: Object Glossaries Customer Analysis Module Reference Revenue, Cost, and Dependents metrics This group of metrics includes Revenue, Cost, and Dependents metrics. It also includes two subfolders with quarter-level metrics: Profit Deciles and Revenue Deciles. Metric/KPI Description Formula % Of all Profit (by Product) % Of all Revenue (by Product) % Revenue vs. Region Total % Revenue vs. Region Total Previous Month Average Transaction Size Percentage of profit for a product compared to all products Percentage of revenue for a product compared to all products Percentage of revenue for a particular reporting element to all revenue in the region Percentage of revenue for a particular reporting element compared to all revenue in the region during the previous month Transaction amount divided by number of transactions ((1.0001 * Profit) / (1.0001 * [Profit (Dimensionality All Products)])) ((1.0001 * Revenue) / (1.0001 * [Revenue (Dimensionality All Products)])) ((1.0001 * Revenue) / (1.0001 * [Revenue (Region Total)])) ((1.0001 * [Revenue - Previous Month]) / (1.0001 * [Revenue (Region Total) - Previous Month])) ((1.0001 * Revenue) / (1.0001 * Transactions)) Cost Aggregated cost of transactions Cost {~} Cost (Base Formula) Base formula Sum(Cost) Cost (Dimensionality All Products) Aggregated cost of transactions for all products Cost {~, Product} Margin Ratio of profit to revenue ((1.0001 * Profit) / (1.0001 * Revenue)) Profit Aggregated profit (Revenue - Cost) Profit (Dimensionality All Products) Aggregated profit across all products ([Revenue (Dimensionality All Products)] - [Cost (Dimensionality All Products)]) Revenue (Base Formula) Base formula Sum(Revenue) Revenue Aggregated revenue Revenue {~} Revenue - Previous Quarter Revenue - Previous Month Revenue (Dimensionality All Products) Aggregated revenue for the previous quarter Aggregated revenue for the previous month Used in computing revenue deciles and revenue band Revenue {~} [Previous Quarter] Revenue {~} [Previous Month] Revenue {~, Product} Revenue (Region Total) Total revenue across a region Revenue {~, [Customer Region]} 84 Metrics glossary 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Definitions for Objects on Reports: Object Glossaries A Metric/KPI Description Formula Revenue (Region Total) Previous Month Revenue per Customer Revenue Variance Trend to Region Revenue Contribution Total revenue across a region for the previous month Total revenue divided by number of customers Change in revenue between a particular quarter and the quarter previous to it Percentage of revenue generated for a particular region compared to revenue generated in the region during the previous month Revenue {~, [Customer Region]} [Previous Month] ((1.0001 * Revenue) / (1.0001 * [Customers with Transactions])) (Revenue - [Revenue - Previous Quarter]) ((1.0001 * ([% Revenue vs. Region Total] - [% Revenue vs. Region Total - Previous Month])) / (1.0001 * [% Revenue vs. Region Total - Previous Month])) Profit Deciles - Quarter level Metric/KPI Description Formula Cost (Dimensionality All Customers) Cost (Dimensionality All Customers) - Previous Quarter Cost (Dimensionality Customer) Cost (Dimensionality Customer) - Previous Quarter Profit Contribution by Customer Profit Contribution by Customer - Previous Quarter Used in computing profit deciles and profit band Used in computing profit deciles and profit band Used in computing profit deciles and profit band Used in computing profit deciles and profit band Used in computing profit deciles and profit band Used in computing profit deciles and profit band Cost {~, Customer} <[Prompt on Quarter - one selection only]> Cost {~, Customer} <[Prompt on Quarter - one selection only]> [Previous Quarter] Cost {~, Customer} <[Prompt on Quarter - one selection only]> Cost {~, Customer} <[Prompt on Quarter - one selection only]> [Previous Quarter] ((1.0001 * ([Revenue (Dimensionality Customer)] - [Cost (Dimensionality Customer)])) / (1.0001 * ([Revenue (Dimensionality All Customers)] - [Cost (Dimensionality All Customers)]))) ((1.0001 * ([Revenue (Dimensionality Customer) - Previous Quarter] - [Cost (Dimensionality Customer) - Previous Quarter])) / (1.0001 * ([Revenue (Dimensionality All Customers) - Previous Quarter] - [Cost (Dimensionality All Customers) - Previous Quarter]))) 2013 MicroStrategy, Inc. Metrics glossary 85

A Definitions for Objects on Reports: Object Glossaries Customer Analysis Module Reference Metric/KPI Description Formula Running Sum of Profit Contribution By Customer Running Sum of Profit Contribution By Customer Previous Quarter Used in computing profit deciles and profit band Used in computing profit deciles and profit band RunningSum<SortBy= (Value Desc) >([Profit Contribution by Customer]) RunningSum<SortBy= (Value Desc) >([Profit Contribution by Customer - Previous Quarter]) Revenue Deciles - Quarter level Metric/KPI Description Formula Revenue (Dimensionality All Customers) Revenue (Dimensionality All Customers) - Previous Quarter Revenue (Dimensionality Customer) Revenue (Dimensionality Customer) - Previous Quarter Revenue Contribution by Customer Revenue Contribution by Customer Previous Quarter Running Sum of Revenue Contribution By Customer Running Sum of Revenue Contribution By Customer Previous Quarter Used in computing revenue deciles and revenue band Used in computing revenue deciles and revenue band Used in computing revenue deciles and revenue band Used in computing revenue deciles and revenue band Used in computing revenue deciles and revenue band Used in computing revenue deciles and revenue band Used in computing profit deciles and profit band Used in computing profit deciles and profit band Revenue {~, Customer} <[Prompt on Quarter - one selection only]> Revenue {~, Customer} <[Prompt on Quarter - one selection only]> [Previous Quarter] Revenue {~, Customer} <[Prompt on Quarter - one selection only]> Revenue {~, Customer} <[Prompt on Quarter - one selection only]> [Previous Quarter] ((1.0001 * [Revenue (Dimensionality Customer)]) / (1.0001 * [Revenue (Dimensionality All Customers)])) ((1.0001 * [Revenue (Dimensionality Customer) - Previous Quarter]) / (1.0001 * [Revenue (Dimensionality All Customers) - Previous Quarter])) RunningSum<SortBy= (Value Desc) >([Revenue Contribution by Customer]) RunningSum<SortBy= (Value Desc) >([Revenue Contribution by Customer - Previous Quarter]) 86 Metrics glossary 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Definitions for Objects on Reports: Object Glossaries A Filters glossary This section lists all the filters used in the CAM. All filter definitions are located in the Public Objects\Filters folder in the MicroStrategy project. Filters are organized into the following subfolders in the MicroStrategy project. These divisions are reflected in the following tables: Customer Status Metric Qualifications Product Affinity Time Customer Status filters This folder contains attribute qualification filters based on a specified set of elements for the attribute Current Customer Status. It also contains one filter based on a specific value for the attribute Current Customer Tenure (months). Filter Active Customer Lost Customer Description Current Customer Status element = Active Current Customer Status element = Lost New Customer Current Customer Tenure (months) element = Exactly 1 Metric Qualification filter This folder contains a metric-based filter. Filter Description Top 10% Customers by Revenue Set of Customer where percentage of Revenue Top 10 2013 MicroStrategy, Inc. Filters glossary 87

A Definitions for Objects on Reports: Object Glossaries Customer Analysis Module Reference Product Affinity filters This folder contains filters based on the Affinity Product and Product prompts. Filter Prompt on Affinity Product (one selection only) Prompt on Affinity Product (up to ten elements) Prompt on Product (one selection only) Relate Transaction to Product selection Set of Customers who bought one of the Products Set of Customers who purchased the prompted Affinity Product Set of Customers who purchased the prompted Product Description Prompts for one Affinity Product selection and time frame (Year to Month hierarchy) Prompts for up to ten elements of Affinity Product Prompts for one Product selection and time frame (Year to Month hierarchy) Set of Transactions where Product - one selection only, and Prompt Year to Month hierarchy, relate by the fact Index for Order Counts; and Prompt Year to Month hierarchy Set of Customers where Product - one selection only, and Prompt Year to Month hierarchy; relate by the fact Index for Order Counts Set of Customers where Choose one Affinity Product and Prompt Year to Month hierarchy; relate by the fact Index for Order Counts Set of Customers where Product - one selection only and Prompt Year to Month hierarchy; relate by the fact Index for Order Counts Time filter This folder contains one attribute qualification filter based on a specified set of elements for the attribute Quarter. Filter Prompt on Quarter - one selection only Description Prompt to choose from the attribute element list 88 Filters glossary 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Definitions for Objects on Reports: Object Glossaries A Prompts glossary This section lists all the prompts used in the CAM reports. Prompts always require an answer for reports to run. Prompt Quarter - multiple selections Quarter - one selection only Year - one selection only Product - one selection only Product - multiple selections Qualify Customer Characteristics Prompt Year to Month Hierarchy Demographic List Psychographic List Demographic & Psychographic List Demographic - one selection only Customer Characteristics Psychographic - one selection only Description Elements prompt: One or more quarters must be selected Elements prompt: One quarter must be selected Elements prompt: One year must be selected Elements prompt: One product must be selected Elements prompt: One or more products must be selected Expression prompt: One or more attributes must be selected from the Customer Characteristics hierarchy Expression prompt: One or more attributes must be selected from the Time - without Date hierarchy Object prompt: One or more demographic attributes must be selected Object prompt: One or more psychographic attributes must be selected Object prompt: One or more demographic or psychographic attributes must be selected Object prompt: One demographic attribute must be selected Object prompt: One or more customer characteristics must be selected Object prompt: One psychographic attribute must be selected 2013 MicroStrategy, Inc. Prompts glossary 89

A Definitions for Objects on Reports: Object Glossaries Customer Analysis Module Reference 90 Prompts glossary 2013 MicroStrategy, Inc.

B B.STRUCTURE OF CAM S BUSINESS LOGIC: LOGICAL DATA MODEL Introduction This appendix presents the logical data model on which the Customer Analysis Module (CAM) is built. This appendix provides a description for: Business hierarchies, including attributes and relationships, and their metadata objects definitions Module facts Module transformations See Chapter 1, Introduction to the Customer Analysis Module, for a general description, basic procedures, and additional details about understanding and working with CAM s logical data model. Information can also be found by accessing each attribute s definition using the Attribute Editor. The attributes can be found in the Schema Objects\ Attributes folder. Double-click an attribute to open the Attribute Editor. 2013 MicroStrategy, Inc. 91

B Structure of CAM s Business Logic: Logical Data Model Customer Analysis Module Reference Prerequisites This appendix assumes you have prior experience with logical data modeling and creating business intelligence applications using MicroStrategy technology. CAM logical schema The following diagram is based on the logical model shipped with the CAM, and is provided here to give you a general idea of the tables and columns in the logical schema. The logical schema diagram is available in an Erwin file, 92 Prerequisites 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Structure of CAM s Business Logic: Logical Data Model B located in Program Files\MicroStrategy\Analytics Modules\ CAM\CA.er1. Fact tables appear in gray. 2013 MicroStrategy, Inc. CAM logical schema 93

B Structure of CAM s Business Logic: Logical Data Model Customer Analysis Module Reference Business hierarchies The CAM assists analysts, managers, and executives to obtain insight into the various factors that drive customer profitability for a business. The CAM accomplishes this partly through a set of attributes (business concepts) and their relationships to each other. These attributes are arranged in a specific sequence according to a business structure, and that arrangement is called a hierarchy. The key business hierarchies in the customer analysis process are: Customer: Entities that buy products and services from the company Product: The products or services offered by the company Transaction: The unique numeric identifier for each transaction type posted Time: The calendar time Each business hierarchy in the previous list is detailed in this section. For additional information on the hierarchies, see the MicroStrategy project definitions in the CAM s Schema Objects\Attributes and Schema Objects\Facts folders. From one of these folders, double-click an attribute or fact to view definitions, properties, source tables, and so on. Customer hierarchy This hierarchy represents individuals that have or had a relationship with the company. Attribute Description Example Customer Customer ID John Brown, Nat Turner Customer Acquisition Date Date when the customer was acquired 10-JAN-2001 Customer Lost Date Date when the customer was lost 12-DEC-2002 Current Customer Status Current Customer Tenure (months) Customer s status, as of the last warehouse load date Tenure of the customer in months, as of the last warehouse load date Active, Lost 1, 2, 10, 20 Customer Status Historical customer status information Active, Lost 94 Business hierarchies 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Structure of CAM s Business Logic: Logical Data Model B Attribute Description Example Customer Tenure (months) Historical customer tenure information 1, 2, 10, 20 Customer Age Range Customer s age range, as of the last warehouse load date Below 20, 21-40, 41-60 Customer Gender Customer s gender Male, Female Customer Income Range Customer City Customer State Customer Region Customer Education Customer Household Count Customer Housing Type Customer Marital Status Customer Lifetime Value Score Customer s income range, as of the last warehouse load date Customer s city of residence, as of the last warehouse load date Customer s state of residence, as of the last warehouse load date Customer s region of residence, as of the last warehouse load date Education level of the customer, as of the last warehouse load date Number of people in the household of the customer, as of the last warehouse load date Type of housing of the customer, as of the last warehouse load date Marital status of the customer, as of the last warehouse load date Lifetime value score of the customer, as of the last warehouse load date 20001-40000, 40001-60000 Chicago, New Orleans Maryland, California East, West Undergraduate, Graduate 1, 2, 3 Rented, Home Owner Single (never married), Divorced, Married Medium, High, Low The detailed definitions of each attribute in the MicroStrategy metadata repository listed previously are shown in the following tables. 2013 MicroStrategy, Inc. Business hierarchies 95

B Structure of CAM s Business Logic: Logical Data Model Customer Analysis Module Reference Customer Form Form Expression Lookup Table Other Tables ID CUSTOMER_ID L_CUSTOMER F_CUST_STATUS_ HIST DESC CUSTOMER_NAME L_CUSTOMER None F_CUST_TXN_HIST Children Parents Relationship Type Table None Current Customer Status One-to-many L_CUSTOMER None Customer Age Range One-to-many L_CUSTOMER None Customer City One-to-many L_CUSTOMER None Customer Education One-to-many L_CUSTOMER None Customer Gender One-to-many L_CUSTOMER None Customer Household Count One-to-many L_CUSTOMER None Customer Housing Type One-to-many L_CUSTOMER None Customer Income Range One-to-many L_CUSTOMER None Customer Lifetime Value Score One-to-many L_CUSTOMER None Customer Marital Status One-to-many L_CUSTOMER 96 Business hierarchies 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Structure of CAM s Business Logic: Logical Data Model B Customer Acquisition Date Form Form Expression Lookup Table Other Tables ID ACQUISITION_DATE L_CUSTOMER None Customer Lost Date Form Form Expression Lookup Table Other Tables ID LOST_DATE L_CUSTOMER None Current Customer Status Form Form Expression Lookup Table Other Tables ID CUST_STATUS_ID CURR_CUST_STATU S _ID L_CURR_CUST_ STATUS L_CUSTOMER DESC CUST_STATUS_DESC L_CURR_CUST_ STATUS None Children Parents Relationship Type Table Customer None One-to-many L_CUSTOMER Note the following: When porting, be aware that multiple form expressions are used. L_CURR_CUST_STATUS is a logical table defined as a table alias of L_CUST_STATUS. This feature allows two attributes to be based on the same physical table although each of them is a different concept. Values for Customer Status and Current Customer Status are the same. 2013 MicroStrategy, Inc. Business hierarchies 97

B Structure of CAM s Business Logic: Logical Data Model Customer Analysis Module Reference Current Customer Tenure (months) Form Form Expression Lookup Table Other Tables ID CURR_TENURE L_CUSTOMER None Children Parents Relationship Type Table Customer None One-to-many L_CUSTOMER Customer Status Form Form Expression Lookup Table Other Tables ID CUST_STATUS_ID L_CUST_STATUS F_CUST_STATUS_ HIST DESC CUST_STATUS_ DESC L_CUST_STATUS None Customer Tenure (months) Form Form Expression Lookup Table Other Tables ID TENURE F_CUST_STATUS _HIST None Customer Age Range Form Form Expression Lookup Table Other Tables ID CUST_AGE_RNG_ID L_CUST_AGE_RNG L_CUSTOMER DESC CUST_AGE_RNG_ DESC L_CUST_AGE_RNG None Children Parents Relationship Type Table Customer None One-to-many L_CUSTOMER 98 Business hierarchies 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Structure of CAM s Business Logic: Logical Data Model B Customer Gender Form Form Expression Lookup Table Other Tables ID CUST_GENDER_ID L_CUST_GENDER L_CUSTOMER DESC CUST_GENDER_ DESC L_CUST_GENDER None Children Parents Relationship Type Table Customer None One-to-many L_CUSTOMER Customer Income Range Form Form Expression Lookup Table Other Tables ID CUST_INC_RNG_ID L_CUST_INC_RNG L_CUSTOMER DESC CUST_INC_RNG_ DESC L_CUST_INC_RNG None Children Parents Relationship Type Table Customer None One-to-many L_CUSTOMER 2013 MicroStrategy, Inc. Business hierarchies 99

B Structure of CAM s Business Logic: Logical Data Model Customer Analysis Module Reference Customer City Form Form Expression Lookup Table Other Tables ID CUST_CITY_ID L_CUST_CITY L_CUSTOMER DESC CUST_CITY_DESC L_CUST_CITY None Children Parents Relationship Type Table Customer None One-to-many L_CUSTOMER None Customer State One-to-many L_CUST_CITY Customer State Form Form Expression Lookup Table Other Tables ID CUST_STATE_ID L_CUST_CITY L_CUSTOMER DESC CUST_STATE_DESC L_CUST_CITY None Children Parents Relationship Type Table Customer City None One-to-many L_CUST_CITY None Customer Region One-to-many L_CUST_CITY 100 Business hierarchies 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Structure of CAM s Business Logic: Logical Data Model B Customer Region Form Form Expression Lookup Table Other Tables ID CUST_REGION_ID L_CUST_CITY L_CUSTOMER DESC CUST_REGION_DESC L_CUST_CITY None Children Parents Relationship Type Table Customer State None One-to-many L_CUST_CITY Customer Education Form Form Expression Lookup Table Other Tables ID CUST_EDUCATION_ID L_CUST_ EDUCATION L_CUSTOMER DESC CUST_EDUCATION_ DESC L_CUST_ EDUCATION None Children Parents Relationship Type Table Customer None One-to-many L_CUSTOMER 2013 MicroStrategy, Inc. Business hierarchies 101

B Structure of CAM s Business Logic: Logical Data Model Customer Analysis Module Reference Customer Household Count Form Form Expression Lookup Table Other Tables ID CUST_HH_COUNT_ID L_CUST_HH_ COUNT L_CUSTOMER DESC CUST_HH_COUNT_ DESC L_CUST_HH_ COUNT None Children Parents Relationship Type Table Customer None One-to-many L_CUSTOMER Customer Housing Type Form Form Expression Lookup Table Other Tables ID CUST_HOUSING_ID L_CUST_HOUSING L_CUSTOMER DESC CUST_HOUSING_ DESC L_CUST_HOUSING None Children Parents Relationship Type Table Customer None One-to-many L_CUSTOMER 102 Business hierarchies 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Structure of CAM s Business Logic: Logical Data Model B Customer Marital Status Form Form Expression Lookup Table Other Tables ID CUST_MARITAL_ STS_ID L_CUST_MARITAL_ STS L_CUSTOMER DESC CUST_MARITAL_ STS_DESC L_CUST_MARITAL_ STS None Children Parents Relationship Type Table Customer None One-to-many L_CUSTOMER Customer Lifetime Value Score Form Form Expression Lookup Table Other Tables ID CUST_LV_SCORE_ ID L_CUST_LV_SCORE L_CUSTOMER DESC CUST_LV_SCORE_ DESC L_CUST_LV_SCORE None Children Parents Relationship Type Table Customer None One-to-many L_CUSTOMER Product hierarchy This hierarchy represents the products or services offered by the company. Attribute Description Example Product Group Classification of products. Food & Beverages, Cosmetics 2013 MicroStrategy, Inc. Business hierarchies 103

B Structure of CAM s Business Logic: Logical Data Model Customer Analysis Module Reference Attribute Description Example Product Product. Coffee, Tea Affinity Product Dummy attribute for product used for affinity analysis. (Affinity products are products closely related to each other or often purchased together). Coffee, Tea The detailed definitions of each attribute in the MicroStrategy metadata repository listed previously are shown in the following tables. Product Group Form Form Expression Lookup Table Other Tables ID PRODUCT_GRP_ID L_PRODUCT None DESC PRODUCT_GRP_DESC L_PRODUCT None Children Parents Relationship Type Table Product None One-to-many L_PRODUCT Product Form Form Expression Lookup Table Other Tables ID PRODUCT_ID L_PRODUCT F_CUST_TXN_HIST DESC PRODUCT_DESC L_PRODUCT None Children Parents Relationship Type Table None Product Group Many-to-one L_PRODUCT 104 Business hierarchies 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Structure of CAM s Business Logic: Logical Data Model B Affinity Product Form Form Expression Lookup Table Other Tables ID PRODUCT_ID L_PRODUCT F_CUST_TXN_HIST DESC PRODUCT_DESC L_PRODUCT None Children Parents Relationship Type Table None Product Group One-to-many L_PRODUCT Transaction hierarchy This hierarchy represents the unique numeric identifier for each transaction type posted. Attribute Description Example Transaction A unique transaction identifier that indicates a transaction occurred 12000 The detailed definitions of the attribute in the MicroStrategy metadata repository listed previously are shown in the following table. 2013 MicroStrategy, Inc. Business hierarchies 105

B Structure of CAM s Business Logic: Logical Data Model Customer Analysis Module Reference Transaction Form Form Expression Lookup Table Other Tables ID TXN_ID L_TRANSACTION F_CUST_TXN_HIST Time hierarchy This hierarchy represents the calendar time. Attribute Description Example Year Calendar year. 2003 Quarter Month Date Calendar quarter. This also includes attributes in the other fact tables that are associated with time period as quarter. Calendar month. This also includes attributes in the other fact tables that are associated with time period as month. Calendar date. This also includes attributes in the other fact tables that are associated with time period as date. Q3-2003 Nov, 2003 12/24/2003 The detailed definitions of the attributes in the MicroStrategy metadata repository listed previously are shown in the following tables. Date Form Form Expression Lookup Table Other Tables ID DATE_ID L_CAL_DATE F_CUST_TXN_HIST Children Parents Relationship Type Table None Month One-to-many L_CAL_DATE 106 Business hierarchies 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Structure of CAM s Business Logic: Logical Data Model B Month Form Form Expression Lookup Table Other Tables ID MNTH_ID L_CAL_MNTH F_CUST_STATUS_HIST L_CAL_DATE DESC MNTH_DESC L_CAL_MNTH None Children Parents Relationship Type Table Date None One-to-many L_CAL_DATE None Quarter One-to-many L_CAL_MNTH Quarter Form Form Expression Lookup Table Other Tables ID QTR_ID L_CAL_QTR L_CAL_DATE L_CAL_MNTH DESC QTR_DESC L_CAL_QTR None Children Parents Relationship Type Table Month None One-to-many L_CAL_MNTH None Year One-to-many L_CAL_QTR 2013 MicroStrategy, Inc. Business hierarchies 107

B Structure of CAM s Business Logic: Logical Data Model Customer Analysis Module Reference Year Form Form Expression Lookup Table Other Tables ID YEAR_ID L_CAL_YEAR L_CAL_DATE L_CAL_MNTH L_CAL_QTR Children Parents Relationship Type Table Quarter None One-to-many L_CAL_QTR Facts This section describes the facts used in the CAM. The underlying processes are also explained briefly. The main fact groups are: Revenue: The amount of money generated from a transaction. It is also the price at which products were sold to a customer. Cost: The price the company paid to acquire or manufacture the products. Index for Customer Counts from Customer Lookup: All customer counts based on current information. Index for Customer Counts with Historical Status: All customer counts based on historical information. Index for Customer Counts with Transactions: A count of all customers with transactions. Index for Order Counts: A count of all orders and transactions based on historical information. For additional details, see the MicroStrategy project definitions in the Schema Objects\Attributes and Schema Objects\Facts folders. Double-click any attribute or fact to view definitions, properties, source tables, and so on. 108 Facts 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Structure of CAM s Business Logic: Logical Data Model B Revenue fact This fact is the amount of money generated from a transaction, and provides a value for generated revenue. It is also the price at which products were sold to a customer. Metrics based on this fact are used for ranking customers by their revenue contributions and, when combined with cost, for profit calculations. Fact Revenue Definition Expression Mapping Method Source Table Name Dimensionality REVENUE Automatic F_CUST_TXN_HIST Customer, Date, Product, Transaction Cost fact This fact provides the cost of products sold. It is the price that the company paid to acquire or manufacture the products. Metrics based on this fact, along with those based on revenue, are used for calculating product and customer profitability, as well as cost. Fact Cost 2013 MicroStrategy, Inc. Facts 109

B Structure of CAM s Business Logic: Logical Data Model Customer Analysis Module Reference Definition Expression Mapping Method Source Table Name Dimensionality COST Automatic F_CUST_TXN_HIST Customer, Date, Product, Transaction Index for Customer Counts from Customer Lookup fact This fact is used for all customer counts based on current information. The Current Customer Count metrics are calculated using the CUSTOMER_ID column from the L_CUSTOMER table. All current status customer counts are based on this fact. Fact Index for Customer Counts from Customer Lookup Definition Expression Mapping Method Source Table Name Dimensionality CUSTOMER_ID Manual L_CUSTOMER Customer, Age Range, City, Education, Gender, Household Count, Housing Type, Income Range, Lifetime Value Score, Marital Status, Acquisition Date, Lost Date, Current Customer Tenure (Months), Current Customer Status Index for Customer Counts with Historical Status fact This fact is used for all the customer counts based on historical information. All Historical Customer Count metrics are calculated using the CUSTOMER_ID column from the F_CUST_STATUS_HIST table. The rate at which information is updated is reflected in the time key of this table. 110 Facts 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Structure of CAM s Business Logic: Logical Data Model B Fact Index for Customer Counts with Historical Status Definition Expression Mapping Method Source Table Name Dimensionality CUSTOMER_ID Manual F_CUST_STATUS_ HIST Customer, Customer Status, Month, Customer Tenure (Months) Index for Customer Counts with Transactions fact This fact is used for all counts of customers with transactions. All customer count metrics are calculated using the CUSTOMER_ID column from the F_CUST_TXN_HIST table. Fact Index for Customer Counts with Transactions Definition Expression Mapping Method Source Table Name Dimensionality CUSTOMER_ID Manual F_CUST_TXN_HIST Customer, Product (Affinity Product), Date, Transaction Index for Order Counts fact This fact is used for all order and transaction counts based on historical information. All transaction count metrics are calculated using the TXN_ID column from the F_CUST_TXN_HIST table. 2013 MicroStrategy, Inc. Facts 111

B Structure of CAM s Business Logic: Logical Data Model Customer Analysis Module Reference Fact Index for Order Counts Definition Expression Mapping Method Source Table Name Dimensionality TXN_ID Manual F_CUST_TXN_HIST Customer, Product (Affinity Product), Date, Transaction Transformations The CAM includes the following time transformations to enable analysis of a selected time period compared to another time period. All these transformations are based on table transformations. Transformation Definition Attribute Transformation Table Expression Previous Month Previous Quarter Previous Year Enables analysis of a selected month compared to the previous month Enables analysis of a selected quarter compared to the previous quarter Enables analysis of a selected year compared to the previous year Month L_CAL_MNTH LAST_MNTH_ID Quarter L_CAL_QTR LAST_QTR_ID Year L_CAL_YEAR LAST_YEAR_ID 112 Transformations 2013 MicroStrategy, Inc.

C C.DATA STORAGE: PHYSICAL SCHEMA AND DATA DICTIONARY Introduction This appendix provides a diagram of the physical schema that comes with the Customer Analysis Module (CAM). This appendix also provides descriptions of all the tables and columns in the default data warehouse. Prerequisites This appendix was written for consultants and developers implementing and customizing the CAM application and for those building ETL routines to populate the data warehouse. It assumes you are familiar with basic RDBMS concepts and Erwin data modeling. CAM physical schema The following diagram is based on the physical schema shipped with the CAM and is provided here to give you a general idea of the tables and 2013 MicroStrategy, Inc. Prerequisites 113

C Data Storage: Physical Schema and Data Dictionary Customer Analysis Module Reference columns in the physical schema. The physical schema is available in an Erwin file, located in Program Files\MicroStrategy\ Analytics Modules\CAM\CA.er1. Fact tables appear in gray. 114 CAM physical schema 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Data Storage: Physical Schema and Data Dictionary C 2013 MicroStrategy, Inc. CAM physical schema 115

C Data Storage: Physical Schema and Data Dictionary Customer Analysis Module Reference Table information This section describes each physical table used in the CAM. Table Name Table Comment Analysis Area L_CURR_CUST_STATUS F_CUST_STATUS_HIST F_CUST_TXN_HIST Lookup table for Current Customer Statuses. Values are 1 for Active and 2 for Lost. Fact table containing the history of Customer Statuses tracked on a monthly basis. It is expected that all customers have a record in this table for every month for which history has to be tracked. Fact table containing information about products purchased by customers. Customer Customer Transaction L_CAL_DATE Lookup table for dates. Time L_CAL_MNTH Lookup table for months. Time L_CAL_QTR Lookup table for quarters. Time L_CAL_YEAR Lookup table for years. Time L_CUST_AGE_RNG L_CUST_CITY L_CUST_EDUCATION L_CUST_GENDER L_CUST_HH_COUNT L_CUST_HOUSING Lookup table for Customer Demographic: Income Range. The values are: 1 for below 20 2 for 21-40 3 for 41-60 4 for 61-80 5 for 81 and above Lookup table for customer geographic information: City, State, and Region. Lookup table for Customer Psychographics: Level of Education. Values are: 1 - Undergraduate 2 - Graduate 3 - Other Lookup table for Customer Demographic: Gender. The values are: 1 - Male 2 - Female Lookup table for Customer Psychographics: Number of people in the household in which the customer resides. Lookup table for Customer Psychographics: Housing information. Values are: 1 - Renter 2 - Owner Customer Customer Customer Customer Customer Customer 116 Table information 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Data Storage: Physical Schema and Data Dictionary C Table Name Table Comment Analysis Area L_CUST_INC_RNG L_CUST_LV_SCORE L_CUST_MARITAL_STS L_CUST_STATUS L_CUSTOMER Lookup table for Customer Demographic: Income Range. Values are: 1 for 0-20,000 2 for 20,001-40,000 3 for 40,001-60,000 4 for 60,001-80,000 5 for 80,001 upward Lookup table for Customer Lifetime Value Score. Values are: 1 - High 2 - Medium 3 - Low Lookup table for Customer Psychographics: Marital Status. Values are: 1 - Single (Never Married) 2 - Married 3 - Divorced Lookup table for Customer Statuses. Values are 1 for Active and 2 for Lost. An alias of this table also serves as the lookup for Current Customer Status. Lookup table for customer data. This targets a customer as a consumer rather than a business. Customer Customer Customer Customer Customer L_PRODUCT Lookup table for product information. Product L_PRODUCT_GRP Lookup table for product group information.the group of each product is determined by this unique identifier. Product L_TRANSACTION Lookup table for transactions. Transaction Table column information This section describes each physical table column used in the CAM. The Data Type column information in the following table reflects an Oracle database-specific format; depending on what database type you use, your data type may appear differently. You can use the Erwin 2013 MicroStrategy, Inc. Table column information 117

C Data Storage: Physical Schema and Data Dictionary Customer Analysis Module Reference file (see the CAM physical schema section above) to easily convert this information to another database type. Column Name Data Type Nulls Allowed? Primary Key/ Foreign Key? Column Comment Remarks Table: F_CUST_STATUS_HIST CUST_STATUS_ID Numeric (38,0) Not NULL Yes/Yes Status of the customer in a particular month. References CUST_STATUS_ID in L_CUSnnT_STATUS CUSTOMER_ID Double Not NULL Yes/Yes Customer identification. References CUSTOMER_ID in L_CUSTOMER MNTH_ID Numeric (38,0) Not NULL Yes/Yes Month identification. References MNTH_ID in L_CAL_MNTH TENURE Numeric (38,0) Not NULL No/No Number of months customer has had a relationship. Table: F_CUST_TXN_HIST CUSTOMER_ID Double Not NULL Yes/Yes Customer identification. References CUSTOMER_ID in L_CUSTOMER PRODUCT_ID Numeric (38,0) Not NULL Yes/Yes Product which the customer has purchased/ subscribed to. References PRODUCT_ID in L_PRODUCT DATE_ID TimeStam p (0) Not NULL Yes/Yes Date of the transaction/order. References DATE_ID in L_CAL_DATE TXN_ID Numeric (38,0) Not NULL Yes/Yes Transaction/order identification. References TXN_ID in L_TRANSACTION 118 Table column information 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Data Storage: Physical Schema and Data Dictionary C Column Name Data Type Nulls Allowed? Primary Key/ Foreign Key? Column Comment Remarks REVENUE COST NO_OF_ITEMS Table: L_CAL_DATE DATE_ID YEAR_ID Numeric (15, 3) Numeric (15, 3) Numeric (38,0) TimeStam p (0) Numeric (38,0) Not NULL No/No Revenue tagged with the record. This is not the revenue for the transaction, which may have multiple products. However, if there are multiple items of the same product, Revenue is the consolidated figure of all items. Not NULL No/No Cost tied with the record. This is not the cost for the transaction, which may have multiple products. However, if there are multiple items of the same product, Cost is the consolidated figure of all items. Not NULL No/No Number of product items the customer purchased as part of this transaction. Not NULL Yes/No Unique identifier of calendar date. Not NULL No/Yes Year of the date. References YEAR_ID in L_CAL_YEAR QTR_ID Numeric (38,0) Not NULL No/Yes Quarter of the date. References QTR_ID in L_CAL_QTR. MNTH_ID Numeric (38,0) Not NULL No/Yes Month of the date. References MNTH_ID in L_CAL_MNTH 2013 MicroStrategy, Inc. Table column information 119

C Data Storage: Physical Schema and Data Dictionary Customer Analysis Module Reference Column Name Data Type Nulls Allowed? Primary Key/ Foreign Key? Column Comment Remarks Table: L_CAL_MNTH MNTH_ID Numeric (38,0) Not NULL Yes/No Month of the date. QTR_ID Numeric (38,0) Not NULL No/Yes Quarter of the date. References QTR_ID in L_CAL_QTR YEAR_ID MNTH_DESC LAST_MNTH_ID Table: L_CAL_QTR QTR_ID YEAR_ID QTR_DESC LAST_QTR_ID Table: L_CAL_YEAR YEAR_ID LAST_YEAR_ID Numeric (38,0) VarChar (30) Numeric (38,0) Numeric (38,0) Numeric (38,0) VarChar (30) Numeric (38,0) Numeric (38,0) Numeric (38,0) Not NULL No/Yes Year of the date. References YEAR_ID in L_CAL_YEAR NULL No/Yes Month description. Not NULL No/Yes Month previous to the month indicated by this record. Not NULL Yes/No Unique identifier of quarters. Not NULL No/Yes Year of the date. References YEAR_ID in L_CAL_YEAR NULL No/No Quarter of the date. Not NULL No/Yes Quarter previous to the quarter indicated by this record. Not NULL Yes/No Unique identifier of calendar year. Not NULL No/Yes Year previous to the year indicated by this record. Table: L_CUST_AGE_RNG CUST_AGE_RNG_ID Numeric (38,0) Not NULL Yes/No Unique identifier of age range brackets for customers. Default values are: 1 - below 20 2-21-40 3-41-60 4-61-80 5-81 and above 120 Table column information 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Data Storage: Physical Schema and Data Dictionary C Column Name Data Type Nulls Allowed? Primary Key/ Foreign Key? Column Comment Remarks CUST_AGE_RNG_ DESC Table: L_CUST_CITY CUST_CITY_ID CUST_STATE_ID CUST_CITY_DESC CUST_REGION_ID CUST_REGION_DESC CUST_STATE_DESC VarChar (30) Numeric (38,0) Numeric (38,0) VarChar (30) Numeric (38,0) VarChar (30) VarChar (30) NULL No/No Description of age range brackets for customers. Not NULL Yes/No Unique identifier of customer city values. Not NULL No/No Unique identifier of customer state. NULL No/No Description of customer city. Not NULL No/No Unique identifier of customer region. NULL No/No Description of customer region. NULL No/No Description of customer state. Table: L_CUST_EDUCATION CUST_EDUCATION_ID Numeric (38,0) Not NULL Yes/No Unique identifier of customer education level. Default values are: 1 - Undergraduate 2 - Graduate 3 - Other CUST_EDUCATION_ DESC VarChar (30) NULL No/No Description of customer education level. Table: L_CUST_GENDER CUST_GENDER_ID Numeric (38,0) Not NULL Yes/No Unique identifier of gender of a customer. Default values are: 1 - Male 2 - Female CUST_GENDER_DESC VarChar (30) NULL No/No Description of gender of a customer. Table: L_CUST_HH_COUNT CUST_HH_COUNT_ID Numeric (38,0) Not NULL Yes/No Unique identifier of set of customer household counts. 2013 MicroStrategy, Inc. Table column information 121

C Data Storage: Physical Schema and Data Dictionary Customer Analysis Module Reference Column Name Data Type Nulls Allowed? Primary Key/ Foreign Key? Column Comment Remarks CUST_HH_COUNT_ DESC VarChar (30) NULL No/No Description of sets of customer household counts. Table: L_CUST_HOUSING CUST_HOUSING_ID Numeric (38,0) Not NULL Yes/No Unique identifier of customer housing category. Default values are: 1 - Renter 2 - Owner CUST_HOUSING_ DESC VarChar (30) NULL No/No Description of customer housing category. Table: L_CUST_INC_RNG CUST_INC_RNG_ID Numeric (38,0) Not NULL Yes/No Unique identifier of income range bracket for a customer. Default values are: 1-0-20,000 2-20,001-40,000 3-40,001-60,000 4-60,001-80,000 5-80,001 upward CUST_INC_RNG_DESC VarChar (30) NULL No/No Description for customer income range bracket. Table: L_CUST_LV_SCORE CUST_LV_SCORE_ID Numeric (38,0) Not NULL Yes/No Unique identifier of customer lifetime value level. Default values are: 1 - High 2 - Medium 3 - Low CUST_LV_SCORE_ DESC VarChar (30) NULL No/No Description of customer lifetime value score. Table: L_CUST_MARITAL_STS MARITAL_STS_ID Numeric (38,0) Not NULL Yes/No Unique identifier of marital status for a customer. Default values are: 1 - Single (never married) 2 - Married 3 - Divorced MARITAL_STS_DESC VarChar (30) NULL No/No Description of marital status for customer. 122 Table column information 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Data Storage: Physical Schema and Data Dictionary C Column Name Data Type Nulls Allowed? Primary Key/ Foreign Key? Column Comment Remarks Table: L_CUST_STATUS CUST_STATUS_ID Numeric (38,0) Not NULL Yes/No Unique identifier of customer status. Default values are: 1 - Active 2 - Lost CUST_STATUS_DESC VarChar (30) NULL No/No Description of customer status. Table: L_CUSTOMER CUSTOMER_ID Double Not NULL Yes/No Unique identifier of customer. CURR_CUST_STATUS_ ID Numeric (38,0) Not NULL No/Yes Unique identifier of customer status. References CURR_CUST_ STATUS_ID in L_CURR_CUST_ STATUS CUST_LV_SCORE_ID Numeric (38,0) Not NULL No/Yes Lifetime value score for the customer. References CUST_LV_SCORE_ ID in L_CUST_LV_SCORE CUST_HOUSING_ID Numeric (38,0) Not NULL No/Yes Housing type for the customer. References CUST_HOUSING_ID in L_CUST_HOUSING CUST_EDUCATION_ID Numeric (38,0) Not NULL No/Yes Education level for the customer. References CUST_EDUCATION_ ID in L_CUST_ EDUCATION MARITAL_STS_ID Numeric (38,0) Not NULL No/Yes Marital status for the customer. References CUST_MARITAL_ST S_ID in L_CUST_MARITAL_ STS CUST_HH_COUNT_ID Numeric (38,0) Not NULL No/Yes Number of people in the customer household. References CUST_HH_COUNT_ ID in L_CUST_HH_COUN T CUST_GENDER_ID Numeric (38,0) Not NULL No/Yes Gender of the customer. References CUST_GENDER_ID in L_CUST_GENDER 2013 MicroStrategy, Inc. Table column information 123

C Data Storage: Physical Schema and Data Dictionary Customer Analysis Module Reference Column Name Data Type Nulls Allowed? Primary Key/ Foreign Key? Column Comment Remarks CUST_AGE_RNG_ID Numeric (38,0) Not NULL No/Yes Age range of the customer. References CUST_AGE_RNG_I D in L_CUST_AGE_RNG CUST_INC_RNG_ID Numeric (38,0) Not NULL No/Yes Income range of the customer. References CUST_INC_RNG_ID in L_CUST_INC_RNG CUST_CITY_ID Numeric (38,0) Not NULL No/Yes City of residence of the customer. References CUST_CITY_ID in L_CUST_CITY ACQUISITION_DATE TimeStam p (0) Not NULL No/No Date when the customer was acquired. CUSTOMER_NAME VarChar (30) NULL No/No Customer description. CURR_TENURE Numeric (38,0) Not NULL No/No Current tenure in months of the customer. LOST_DATE TimeStam p (0) NULL No/No Date on which customer was lost, if customer status equals lost. Table: L_PRODUCT PRODUCT_ID Numeric (38,0) Not NULL Yes/No Unique identifier of products which customer can purchase or subscribe to. PRODUCT_GRP_ID Numeric (38,0) Not NULL No/No Unique identifier of product classification. PRODUCT_DESC VarChar (30) NULL No/No Product description. PRODUCT_GRP_DESC VarChar (30) NULL No/No Description of product classification. 124 Table column information 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Data Storage: Physical Schema and Data Dictionary C Column Name Data Type Nulls Allowed? Primary Key/ Foreign Key? Column Comment Remarks Table: L_TRANSACTION TXN_ID Numeric (38,0) Not NULL Yes/No Unique identifier of transactions/ orders. 2013 MicroStrategy, Inc. Table column information 125

C Data Storage: Physical Schema and Data Dictionary Customer Analysis Module Reference 126 Table column information 2013 MicroStrategy, Inc.

GLOSSARY acquisition rate The number of new customers divided by the number of customers over a specified time period. active customer A customer who is currently subscribed to a product or service with the company, or who has recently executed a transaction with the company. ad hoc query A SQL query dynamically constructed by desktop tools and whose results are not known before it is sent to the server. The user is asking a new question that has not been answered by an existing report. affinity product A product that is closely related to a purchased product, and which is a good candidate for a marketing campaign such as cross sell. analyst The user category of a person who accesses reports, performs drilling, does exception reporting, generates report requirements, and is aware of the necessary analysis. An analyst receives useful data from information devices like alphanumeric pagers, fax machines, and e-mail without fully understanding how such information is derived or delivered. analytics Predefined tools that allow analysis within each Analysis Module's functional areas. Analytics include reports, scorecards, dashboards, and so on. 2013 MicroStrategy, Inc. Glossary: acquisition rate 127

Glossary Customer Analysis Module Reference attribute A data level defined by the system architect and associated with one or more columns in a data warehouse lookup table. Attributes include data classifications like Region, Order, Customer, Age, Item, City, and Year. They provide a means for aggregating and filtering data at a given level. See also: form expression child attribute parent attribute attrition rate The number of lost customers divided by the number of customers in a given time period. axes, axis 1) A vector along which data is displayed. There are three axes Row, Column, and Page. When a user defines a template for a report, he places template units attributes, dimensions, metrics, consolidations, and custom groups along each axis. 2) One part of a multi-part graphical diagram. Many Sales and Distribution Analysis Module (SDAM) reports display data on more than one graphical axis, such as the Quotation Activity Summary report and the Quarterly Conversion Summary report. business intelligence (BI) system A system that facilitates the analysis of volumes of complex data by providing the ability to view data from multiple perspectives. category See hierarchy. child attribute The lower-level attribute in an attribute relationship. 128 Glossary: attribute 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Glossary See also: parent attribute relationship column 1) A one-dimensional vertical array of values in a table. 2) The set of fields of a given name and data type in all rows of a given table. 3) MicroStrategy object in the schema layer that can represent one or more physical table columns or no columns. See also axis. conditional metric A metric containing filter criteria in its definition. consolidation An object that can be placed on a template and is made up of an ordered collection of elements called consolidation elements. Each element is a grouping of attribute elements that accommodates inter-row arithmetic operations. Compare custom group. cross sell The strategy of proactively marketing related products or services in addition to what a customer is already interested in buying. The results of a successful cross sell include an increase in the total value of the customer order or transaction. custom group An object that can be placed on a template and is made up of an ordered collection of elements called custom group elements. Each element contains its own set of filtering qualifications. customer loyalty analysis A study to understand the factors related to maintaining customer loyalty and to increase revenues and profits. 2013 MicroStrategy, Inc. Glossary: column 129

Glossary Customer Analysis Module Reference dashboard A visually intuitive display of data that summarizes key business indicators for a quick status check. A special type of document, dashboards usually provide interactive features that let users change how they view the dashboard s data. data modeling A method used to define and analyze data requirements needed to support the business functions of an enterprise. These data requirements are recorded as a conceptual data model with associated data definitions. Data modeling defines the relationships between data elements and data structures. data warehouse 1) A database, typically very large, containing the historical data of an enterprise. Used for decision support or business intelligence, it organizes data and allows coordinated updates and loads. 2) A copy of transaction data specifically structured for query, reporting, and analysis. decile, deciling The method by which a group is broken up into ten groups of equal elements. The first decile consists of the top ten percent; the second, the 11th to 20th percent; the third, the 21st to 30th percent; and so on. demographics, demographic data Data that locates, identifies, and describes a population and its properties; for example, data describing the age groups of people living in certain geographical areas or income categories. Other dimensions of demographic data include race, religion, political preference, spending preferences, and family size. See also psychographics. dimension An element or factor making up a complete entity or variable (a quantity that may assume any one of a set of values). For example, product types, times, and regions are three dimensions pertaining to sales. Different product types are sold over different time zones in different regions. 130 Glossary: dashboard 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Glossary document 1) A container for formatting, displaying, and distributing multiple grid and graph reports from a single request. 2) The MicroStrategy object that supports such functionality. drilling A method of obtaining supplementary information after a report has been executed. The new data is retrieved by re-querying the Intelligent Cube or database at a different attribute or fact level. See also: page-by sort subtotal editor A dialog box used to create and edit MicroStrategy Objects. There is a Filter Editor, Template Editor, Attribute Editor, Metric Editor, Report Editor, and so on. entry level The lowest level set of attributes at which a fact is available for analysis. ETL (extraction, transformation, and loading) 1) The process used to populate a data warehouse from disparate existing database systems. 2) Third-party software used to facilitate such a process. expression Formulas built from functions, attributes, facts, metrics, and consolidations that can be used to define attribute forms, fact calculations, metrics, or filters. fact 1) A measurement value, often numeric and typically aggregatable, stored in a data warehouse. 2) A schema object representing a column in a data warehouse table and containing basic or aggregated numbers usually prices, or sales in dollars, or inventory quantities in counts. 2013 MicroStrategy, Inc. Glossary: document 131

Glossary Customer Analysis Module Reference See also metric. fact table A database table containing numeric data that may be aggregated along one or more dimensions. Fact tables may contain atomic or summarized data. filter A MicroStrategy object that specifies a set of criteria used to limit the data returned in a report. Specifically, it limits the returned values of an attribute in the result set to a specified range. It is normally implemented in the SQL WHERE clause. Examples include: 1997, All weekdays in May, Stores in the Northeast. folder A MicroStrategy object used for grouping and storing in a single place a set of objects that are similar, such as filters, templates, and reports. folder list A portion of the interface that lists all the folders found in the project in a hierarchical fashion. It helps a user to visualize and browse through a MicroStrategy project. form One of several columns associated with an attribute that are different aspects of the same thing. For example, ID, Name, Last Name, Long Description, and Abbreviation could be forms of the attribute Customer. Every attribute supports its own collection of forms. graph analytic An analytic showing data as points, lines, or bars, arranged according to axes based on the chosen metrics. Although not all analytics can be displayed in every graph type available, many analytics can be viewed in several ways. Choices for graph display include bars, lines, area graphs, and three-dimensional graphs. grid analytic An analytic consisting of rows and columns. Each row or column has a heading, and each heading represents a prompt from the analytic. Grid analytics can be modified easily, by drilling, moving columns, converting columns to rows, 132 Glossary: fact table 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Glossary sorting, and using page-by to display subsets of the analytic data as separate pages. hierarchy A set of attributes defining a meaningful path for element browsing or drilling. The order of the attributes is typically though not always defined such that a higher attribute has a one-to-many relationship with its child attributes. interactions The number of transaction-related and non-transaction-related interactions, including all interaction types, a customer has with a company within a given time period. KPI (key performance indicator) An indicator gauging how well a company progresses in numerous areas such as finance, customer service, and product availability and distribution. level 1) In a data warehouse, facts are said to be stored at a particular level defined by the attribute IDs present in the fact table. For example, if a fact table has a Date column, an Item_ID column, and a fact column, that fact is stored at the Date/Item level. 2) With regard to metric calculation, the level is the level of calculation for the metric. For example, a metric on a report with Year and Store attributes would be calculated at the Year/Store level. lifetime value A customer score that identifies the customers most likely to be profitable to a company over a period of time. logical data model A graphical representation of data that is arranged logically for the general user, as opposed to the physical data model or warehouse schema, which arranges data for efficient database use. lookup table A database table used to uniquely identify attribute elements. They typically consist of descriptions of dimensions. Lookup 2013 MicroStrategy, Inc. Glossary: hierarchy 133

Glossary Customer Analysis Module Reference tables are usually joined to fact tables to group the numeric facts in the fact table by dimensional attributes in the lookup tables. lost customer A customer who has terminated his or her relationship with a company, typically by canceling all subscriptions to products or services and by not executing transactions over an extended period. metadata A repository whose data associates the tables and columns of a data warehouse with user-defined attributes and facts, to enable the mapping of the business view, terms, and needs to the underlying database structure. Metadata can reside on the same server as the data warehouse or on a different database server. It can even be held in a different RDBMS. metric 1) A business calculation defined by an expression built with functions, facts, attributes, or other metrics. For example: sum(dollar_sales) or [Sales] - [Cost]. 2) The MicroStrategy object that contains the metric definition. See also fact. MicroStrategy Analytics Modules A group of MicroStrategy projects with prepackaged metadata, reports, scorecards, and dashboards; default physical and logical data models to allow the modules to work with an external physical schema and data model or with the module s packaged data warehouse schema; and reference guides for each Analysis Module s data model, the individual analysis areas, metadata object definitions, data dictionary, and individual report use scenarios. MicroStrategy Intelligence Server Core of the MicroStrategy architecture; manages and organizes users, projects, and database connections; coordinates, prioritizes, and executes all user requests; and allocates the resources necessary to complete them. MicroStrategy Intelligence Server tracks schedules, manages security, and provides the ability to monitor and analyze the daily activity of the entire decision support environment. 134 Glossary: lost customer 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Glossary multidimensional analysis A form of analysis of the data in a data warehouse that includes many relationships, each representing a dimension. For example, a retail analysis may seek to understand the relationships among sales by region, by quarter, by demographic distribution (income, education level, gender), and by product. Multidimensional analysis provides results for these complex relationships. new customers A measure of the number of customers acquired within a specific time period, as determined by business transactions or account closings. object Conceptually, the highest grouping level of information about one concept, used by the user to achieve the goal of specified data analysis. More concretely, an object is any item that can be selected and manipulated, including folders, reports, facts, metrics, and so on. outline mode Report viewing mode that creates indented, collapsible groupings of related elements to make reports neater and easier to read. page-by Segmenting the data in a grid report by placing available attributes, consolidations, and metrics on a third axis called the Page axis. Since a grid is two-dimensional, only a slice of the cube can be seen at any one time. The slice is characterized by the choice of elements on the Page axis. By varying the selection of elements, the user can page through the cube. See also: drill sort subtotal parent attribute The higher-level attribute in an attribute relationship with one or more children. 2013 MicroStrategy, Inc. Glossary: multidimensional analysis 135

Glossary Customer Analysis Module Reference See also: child attribute relationship patterns Associations among data in a database which recur with some frequency. A pattern can be the fact that whenever product A is purchased, 73% of the time a customer also purchases product B; or product C is most often purchased at a particular time of year. In each of these examples, there is an association or linking of two or more facts to form a pattern. portability The ability of an analytical application to be integrated into an existing data warehouse. Porting a given analytical application involves remapping the application s logical data model to an existing physical data warehouse schema while retaining the logical data model definition. preference analysis The study of customer preferences concerning products and the usage of channels or devices. product affinity A buying behavior shown by customers who purchase a particular product, and who also purchase another product that is closely related, or showing an affinity. profitability segment A sector of the population considered profitable to a company. project The highest-level intersection of a data warehouse, metadata repository, and user community, containing reports, filters, metrics, and functions. prompt MicroStrategy object in the report definition that is incomplete by design. The user is asked during the resolution phase of report execution to provide an answer that completes the information. A typical example with a filter is choosing a specific attribute on which to qualify. 136 Glossary: patterns 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Glossary psychographics Aspects of the population identified for customer profiling based on values, attitudes, and lifestyles. For example, customers between the ages of 30 and 40 living on houseboats in the Florida Keys buy Flipper suntan lotion more often than customers of the same age living in cabins at the foot of the Rocky Mountains. See also demographics. query A request for data from a database or data warehouse. A report is a database query. ranking A type of OLAP function that returns the rank of a value in a group of values. Rows with equal values with respect to the ordering are assigned the same rank. relate table A table containing the ID columns of two or more attributes, thus defining associations between them. relationship An association specifying the nature of the connection between one attribute (the parent) and one or more other attributes (the children). For example, City is a child attribute of State. See also: parent attribute child attribute report The central focus of any decision support investigation. A report allows users to query for data, analyze that data, and then present it in a visually pleasing manner. retention, customer A business process of maintaining or securing loyal and profitable customers. schema 1) The set of tables in a data warehouse associated with a logical data model. The attribute and fact columns in those tables are considered part of the schema itself. 2013 MicroStrategy, Inc. Glossary: psychographics 137

Glossary Customer Analysis Module Reference 2) The layout or structure of a database system. In relational databases, the schema defines the tables, the fields in each table, and the relationships between fields and tables. schema object MicroStrategy object created, usually by a project designer, that relates the information in the logical data model and physical warehouse schema to the MicroStrategy environment. These objects are developed in MicroStrategy Architect, which can be accessed from MicroStrategy Desktop. Schema objects directly reflect the warehouse structure and include attributes, facts, functions, hierarchies, operators, partition mappings, tables, and transformations. scorecard A type of tally sheet displaying a company's performance using key performance indicators (KPIs) that gauge how well a company progresses in areas such as finance, customer service, and product availability and distribution. See also KPI (key performance indicator). segmentation A technique for deriving clusters and classes by creating two-way and multi-way splits from a dataset according to specified variables. sort Arranging data according to some characteristic of the data itself (alphabetical descending, numeric ascending, and so forth). See also: drill page-by subtotal subtotal A totaling operation performed for a portion of a result set. 138 Glossary: schema object 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Glossary See also: drill page-by threshold Used to create conditional formatting for metric values. For example, if dollar sales is greater than $200, format that cell to have a blue background with bold type. transformation A schema object that encapsulates a business rule used to compare results of different time periods. Transformations are used in the definition of a metric to alter the behavior of that metric. user hierarchy Named sets of attributes and their relationships, arranged in specific sequences for a logical business organization. They are user-defined and do not need to follow the logical model. 2013 MicroStrategy, Inc. Glossary: threshold 139

Glossary Customer Analysis Module Reference 140 Glossary: user hierarchy 2013 MicroStrategy, Inc.

INDEX A acquisition report 24 by month 24 by quarter 26 ad hoc analysis defined on 4 advanced metric 4 affinity 69 affinity product 69 analysis areas 2 analytics defined on 1 attachment rate 72 attribute defined on 9 glossary 79 attrition rate defined on 29 attrition report by month 28 by quarter 29 audience for the manual xiii C CAM. See MicroStrategy Customer Analysis Module. campaign cross sell 58, 60 marketing 46 column 116 cost fact 109 cross sell defined on 76 analysis 57 campaign 58, 60, 69 report 58 current customer count metric 110 custom group defined on 4 glossary 79 customer acquisition 24 attrition 27 hierarchy 94 lifetime value 46 loyalty 35 ranking metric 109 retention 37 tenure 67 customer analysis scorecard 14 by quarter 20 customer characteristics current customer 43 new customer 26 customer cross sell report 58 2013 MicroStrategy, Inc. 141

Index Customer Analysis Module Reference by product 60 customer segment 59 customer distribution report by customer characteristic 43 by customer status 44 by demographic 44 by geography 48, 52 by lifetime value 46 by profit contribution 50 by psychographics 47 by revenue 51 trend 49 customer explorer dashboard 16 customer migration report 62 by profit 63 customer profile 41 financial contribution 54 new customer 26 product and 60 customer profitability report 58 customer profitability report by demographics 65 by psychographics 66 by revenue 67 by tenure 67 customer retention report by month 37 by quarter 38 customer segment report by month 61 by product 60 by revenue 64 revenue and transaction 62 summary 59 customer status filter 87 table 116 customer status report by demographics 31 by month 33 loyalty 35 customer summary scorecard 17 customer value analysis scorecard 18 D dashboard defined on 7, 13 customer explorer 16 Data Mining Services 4 data warehouse default tables and columns 113 populating 113 porting and 10 decile defined on 4 profit 50 revenue 51 definition object 10, 94 project 9 demographics defined on 31 customer distribution and 44 financial contribution and 54 lookup table 117 dimension defined on 10 document defined on 7 accessing 8 Intelligence Server and 5 drilling defined on 4 E Erwin file logical schema 9, 92 physical schema 11, 92, 113 ETL routine 113 expression, form 96 142 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Index F fact defined on 9, 108 cost 109 index for customer count with historical status 110 index for customer count with transactions 111 index for customer counts from customer lookup 110 index for order count 111 revenue 108 fact table customer status 116 in logical schema 93 in physical schema 113 product 116 filter customer status 87 glossary 86 metric qualification 87 product affinity 87 time 88 financial contribution report 53 by demographics 54 by geography 55 by psychographics 54 folder report 5 schema object 79, 94 form expression 97 formatting a report 3 G glossary custom group 79 filter 86 metric 80 H object 79 prompt 88 hierarchy defined on 10, 94 customer 94 product 103 time 106 transaction 105 historical customer count metric 110 I index for customer count from customer lookup fact 110 with historical status fact 110 with transaction fact 111 index for order count fact 111 installing a module xi international support xxii K key performance indicator (KPI) defined on 6 KPI. See key performance indicator. L lifetime value defined on 46 lookup table 117 logical data model defined on 9, 11, 91 logical schema diagram 92 lookup table 96, 116 loyalty, customer 35 M mapping method 10 2013 MicroStrategy, Inc. 143

Index Customer Analysis Module Reference margin profitability and 65 top products and 77 market basket analysis 69 marketing campaign popular products 76 target list 46 metadata x customer attribute 96 product attribute 103 time attribute 106 transaction attribute 105 metric advanced 4 current customer count 110 glossary 80 historical customer count 110 transaction count 111 metric qualification filter 87 MicroStrategy Analytics Modules defined on x MicroStrategy Customer Analysis Module 1 analysis areas 2 features 3 MicroStrategy Report Services 5 migration of customers 63 module ix installing xi porting xi multidimensional model 9 N new customer defined on 25 O object P definition 10 glossary 79 property 10 public ix schema ix page-by defined on 3 physical schema 11 diagram 113 porting and 10, 11 populating a data warehouse 113 portability defined on 10 rules 97 porting 10 Predictive Analysis 4 prerequisites for using the Analytics Modules xii product affinity filter 87 cross sell report 68 hierarchy 103 profitability report 73 revenue 60 product affinity report by customer 71 by customer segment 70 by transaction 72 customers without affinity product 69 product cross sell report by customer 71 by customer segment 70 by transaction 72 customer without affinity product 69 product profitability report by top customers 73 products with decreasing revenue 74 products with increasing revenue 75 144 2013 MicroStrategy, Inc.

Customer Analysis Module Reference Index top products 77 profit bands and migration 63 by demographics 65 contribution 73 metric 109 profitability, customer analysis 58 report 58 project accessing 5 definition 9, 108 prompt defined on 3 glossary 88 property of an object 10, 94 psychographics defined on 32 customer distribution and 47 financial contribution and 54 lookup table 116 profitability and 66 R RDBMS 11 report accessing 5 folder 5 formatting 3 revenue bands 67 contribution metric 109 fact 108 product and 73 profitability and 65 transaction and 62 logical 92 physical 113 schema object folder 79, 94 scorecard defined on 6, 13 customer analysis 14 by quarter 20 customer summary 17 customer value analysis 18 segmentation defined on 4 customer 41 source table 10, 94 support international xxii support. See technical support. T table alias 97 column 117 lookup 96 physical 116 technical support xxiii tenure 67 time filter 88 hierarchy 106 transaction count metric 111 hierarchy 105 lookup table 117 product affinity and 72 revenue and 62 trend 61 transformation 112 S schema defined on 9 2013 MicroStrategy, Inc. 145

Index Customer Analysis Module Reference 146 2013 MicroStrategy, Inc.