Analytical CRM

In analytical CRM, data gathered within operational CRM and/or other sources are analysed to segment customers or to identify potential to enhance client relationship. Customer analysis typically leads to targeted campaigns that increase the share of the customer's spend. Examples of Campaigns directed towards customers are:

• Acquisition: Cross-sell, up-sell
• Retention: Retaining customers who leave due to maturity or attrition.
• Information: Providing timely and regular information to customers.
• Modification: Altering details of the transactional nature of the customers' relationship.

Analysis typically covers but is not limited to:

• Decision support: Dashboards, reporting, metrics, performance etc.
• Predictive modelling of customer attributes
• Strategy and research.

Analysis of Customer data may relate to one or more of the following analyses:

• Campaign management and analysis
• Contact channel optimization
• Contact Optimization
• Customer Acquisition / Reactivation / Retention
• Customer Segmentation
• Customer Satisfaction Measurement / Increase
• Sales Coverage Optimization
• Fraud Detection and analysis
• Financial Forecasts
• Pricing Optimization
• Product Development
• Program Evaluation
• Risk Assessment and Management

Data collection and analysis is viewed as a continuing and iterative process. Ideally, business decisions are refined over time, based on feedback from earlier analysis and decisions. Therefore, most successful analytical CRM projects take advantage of a data warehouse to provide suitable data.