1.
Technology Evolution
a) Some organizations still using technology from the 1980s and 1990s
b) Gain understanding of current technology objectives
c) New technology perceived as CRM solution
d) Organizations frequently need to “phase-in” new technology
2.
Marketing Technology Development Path
a) Three phases
i)
Mass communication
ii)
Database marketing
iii)
Integrated marketing
b) Organizations usually move through these phases over time and find
themselves simultaneously utilizing functions in more than one phase
3.
Marketing Technology Development Path: Mass
Communication
a) Emphasis on list rental, sequential nonintegrated “push” strategy
b) Program based with little or no synchronization among programs
c) Predict consumer behavior
d) Technology inefficient and sub-optimal
4.
Marketing Technology Development Path: Database
Marketing
a) Sophisticated data collection and
management used to promote dialogue
with “push” and inefficient “pull” strategy
b) Programs supported by statistical models
c) Predicting and attempting to change consumer behavior
d) Complex databases, some distributed technology, enhanced data
communication, online processing
5.
Marketing Technology Development Path: Integrated
Marketing
a) Increase in internal and value chain real-time environment applications;
interactive consumer applications enhance “pull” strategy
b) Optimal marketing efforts with dynamic LTV measurement
c) Increasing ability to change consumer behavior
d) Technology: costs decreasing, easier to implement and maintain, more
capabilities
6.
Data Flow Environment
7.
Database Marketing Entities
a) Data preparation (CDI steps)
b) Operational data store (ODS)
i)
Designed to contain limited
amount of information used for current marketing activity
ii)
Quick data trivial
capability
iii)
Easy access from multiple
touch points
iv) Integrated with data preparation (real-time and batch) and data warehouse
c) Data warehouse (DW)
i)
Designed as a repository for
all customer, prospect, product/service,
and related marketing information
ii)
Depth and breadth of
historical information is organization and industry dependent
iii)
Integrated with one or more
ODSs and data marts
d) Data marts (DM)
i)
Subsets of data warehouse
ii)
Designed to work efficiently
with specific decision support software
iii)
Integrated with one or more
ODSs and data marts
iv) Business discipline specific application
8.
Logical Data Model
a) Logical Data Model (LDM) is a diagram that defines the entities to be
defined in a database.
b) Two step process:
i)
Create LDM, which is a
blueprint for a database design
ii)
Use the LDM as a guide to
create the physical database
9.
Other Database Construction Considerations
a) Number of individuals accessing the database concurrently
b) Access requirements related to speed of access and information display
requirements
c) Export requirements for accessed data
d) Internal and external security requirements
e) Privacy requirements and adherence to current privacy regulations,
planning for pending legislation, and anticipation of future legislation
f) Database update requirements (i.e., adds, deletes, and changes)
i)
Timing
ii)
Volume
iii)
Critical path
g) Data recovery requirements
i)
Priority
ii)
Timing
iii)
Ownership of process
h) Contingency requirements
i)
Which data and priority
ii)
Offsite redundancy
iii)
Cost issues
i)
Scalability requirements
i)
Hardware
ii)
Software
(1)
License issues
(2)
Capacity issues
iii) Communication and interfacing technologies
10.
CRM Process Integration
11.
Marketing Integration
a) Consumer interaction
i)
Computer telephony
ii)
Web
iii)
Kiosks
iv)
Mobile
v)
POS
vi)
Self-service
vii) Identification mediums (RFID, fingerprint, palm print, retinal scan)
b) Analytical mediums
i)
Data mining
ii)
Statistical activity
iii)
Data marts
iv)
Sales automation
v)
EIS, EMS, DSS
vi)
Dashboards
c) Operational environment
i)
Core-competency
ii)
ERP
iii)
Legacy systems
iv) Value chain
12.
Considerations When Deciding on Technical Complexity
a) Amount of data captured
b) Frequency of data capture
c) Amount of data enhancement activity
d) Amount of information to be kept and made available
e) Frequency of data access
f) Number of personnel accessing data
g) Response requirements for data retrieval
h) Human and financial resources needed for development, training,
implementation and ongoing maintenance, and support of the environment
i)
Customer requirements for
inquiry and transaction activity
j)
CRM strategic objectives
13.
Summary
a) Not all technical environments need to be complex
b) Database entities can be combined and provide multiple functions
c) Different OEMs provide different strategies, and organizations need to
select the optimal solutions
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