Transcript of "Business intelligence for the postal operator"
Developing Business Intelligence CapabilitiesIn The Postal Organisation Bernard Markowicz, Ph.D. March 2011 1
The Changing Business Environment Decline of reserved product volumes and revenues (-4%/year for First Class in the U.S. (1)) Growth of packages (+3%/year in the U.S.) Greater elasticity of competitive products (in average(2)) Increased competition and integration between marketing channels (direct mail, email, broadcast, etc.) business intelligence is needed to support products and services decisions(1) BCG Study for USPS(2) Alan Robinson Study for Pitney Bowes – 2007-01 2
Business Intelligence InvestigationIn the fall of 2010, d/ap was tasked with evaluatingbusiness intelligence capabilities at USPS • Xerox • Pitney Bowes Industry • Quad/Graphics • Best - Buy USPS BestInterviews • P&G • Toyota of North America Practices • Gannett • Disney • ADS - Epsilon • AT&T • Verizon Canada • TJX - Chadwick – Zayre – HomeGoods Post Secondary 3
Business Intelligence • Customer segmentation (Attributes, needs, etc.) Customer • Criticality of needsIntelligence • Share of wallet • Market characteristics Market • Market trendsIntelligence • Players, value chains, participants, shares. etc. • State of competition by segmentCompetitive • Basis of competition (production, distribution, products)Intelligence • Dependence on key product attributes 4
Three Categories of Customer NeedsOutstanding Excitement Attributes Performance (e.g., flat-rate boxes?) Needs (e.g., Price) Customer Satisfaction and Loyalty Threshold Needs (e.g., On-time Delivery) Poor Poor Performance Relative to Competitors Excellent 5
The Business Intelligence ProcessCollect & Sift, Sort, Analyze Interpret Organize PresentCompile & Verify• Customer • Data • Analytics • Trends • Dashbrd • Communi Surveys cleansing • Integrate • Identify • Roadmap cation• Market • Reduce internal/ gaps & • Segments playbooks Research size of external opportuni- • Focus on• Experts data • Score ties results Analyze• Events, • Needs vs cards • Predictive • Support Pubs behaviors • SWOT analysis decision Search• Database • Mini DW making Index /Systems Filter 6
The Business Intelligence ProcessCollect & Sift, Sort, Analyze Interpret Organize PresentCompile & Verify conversion of information to insight Key Intelligence Topics 7
Business Intelligence Instruments senders receivers• Industry Assessments • Household Diary Study (USPS) (Analyst reports, Press, Events) • Media panels• Retail data mining • Focus Groups• Acceptance units data mining • Satisfaction Surveys• Satisfaction Surveys • Direct mail response tests• Focus groups 9
Organisation of Business IntelligenceDECENTRALISED CENTRALISEDDomestic Int’l Domestic B/I Int’lFinance Ops Finance Ops• Immediate and direct access • Better data integration value• Facts closer to decisions • Analyst cross-training• Low value data marts • Help build “Intelligence• Idea silos consensus” across enterprise 10
Moving ForwardBusiness intelligence is now a requirement for postaloperators Accepted Encouraged RequiredIdentify key intelligence topic and develop briefsEstablish an “intelligence” consensus - Look for early winsGradually bring together resources in a centralised unitLearn to develop insights from, and beyond information *** 11
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