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Big data & cross-platform analytics
MOOC lectures Pr. Clement Levallois
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Customer Relationship Management
Part of the Information System of the firm.
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Stocks Book keeping Purchases Orders …
Logistics / Supply Chain
Information system of the firm
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CRM in practice (pre-2000)
Id Marketing Action
Type (call, email, …)
Your own servers:
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CRM: What changed with the digital transformation
You should manage more than “Customers”
Customers: they buy
Advocates: they talk
Qualified prospects: they are candidates to buying
Listeners: they are in your audience
Second degree network: the wider public, still can be reached
Touch points have blossomed
Email, blogs, channels, platforms, micro-sites, games, social networks…
Mobile / Tablet / Desktop / iWatch / social TV
Relations: it got complicated
You create content
Your customer / advocates / prospects create content
All across channels
Communication is two-ways
Expectations have elevated
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Ex: the ‘Share a Coke’ campaign
What CRM would you need to manage a campaign that:
Crosses all channels, and blurs communication and sales
Generates individual behaviors and self-produced media content (incl. much pic. & video content)
–Needs to adapts product offering / labelling on a daily basis, in different countries
2.After the campaign is closed, how would you leverage its results?
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So CRM have transitioned…
From a support system…
–To help track KPIs for management
–To comply with legal requirements
–And running the obligatory loyalty program
2.… To the cockpit room for market facing activities
–Collecting and storing data without limitation of volume, variety, or velocity
–Monitoring sales but also multichannel campaigns and user-generated content
–Generating localized, real-time, personalized micro- campaign suggestions
–Able to plug and play with external data sources and analytic solutions
Goal: facilitating administrative duties
Goal: Stimulating the relations btw the company & the market
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3 key areas of transformation for CRMs
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DMP in the Cloud Ex: SalesForce Bluekai
1. Local resources replaced by a data management platform
Web analytics solution
Demand-Side platform for ad campaigns
Supply-Side platform for ad placements
Social media analytics for activity on Twitter, Facebook, etc.
Mobile apps analytics for reports on Android, iOS etc.
POS management software
for reports on brick & mortar sales
(new data source ready to be plugged in)
Ex: Google analytics
Ex: Google’s AdSense
Ex: Microsoft Dynamics
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2. Reporting tools replaced by data science
Hacking skills (not in the “pirate” sense.) Means the capacity to make things work in new, unpredictable environments, with the tools at hand. -> Ex: Find a way to manage huge volumes of clicks, app downloads, store sales data, product reviews etc. for analysis in an Excel spreadsheet?
Math & stats knowledge Means the capacity to apply relevant analytical approach to the problem – don’t need to be a math major! -> Ex: how do I predict which customers are most likely to react positively to my email campaign? What tools are avail. to identify segments?
Substantive expertise Also called “domain knowledge”. Means the ability to understand the specificities / particularities of the business activity. -> Ex: how do I interpret the results of my analyses given what I know of my business environment?
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3. Customer relations evolved
Community Management is not optional
Data-driven and also curated by editors, customer service specialists and evangelists
Interactions have become personal and 2-ways
… and this is not just about customers writing on blogs:
Push notifications on mobile, personal emails and calls, geolocalized ad displays, real time conversations on Twitter and Facebook.
Seamless customer experience in a cross-channel environment is a default
With channels multiplying, customers elevate their expectations as to the quality of service companies should provide.
Discovery, ordering, delivery, after-sales servicing: all integrated.
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CRMs shifted from an admin support system to a lever for action.
CRMs have finally become customer focused: personalized, real time, two ways, integrated across channels.
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This slide presentation is part of a course offered by EMLYON Business School (www.em-lyon.com)
Contact Clement Levallois (levallois [at] em-lyon.com) for more information.