SlideShare a Scribd company logo

The new role of CRM in a data driven business

Slides of the course on big data by C. Levallois from EMLYON Business School. For business students. Check the online video connected with these slides. -> Explanation of how CRM (Customer Relationships Management) can play new roles in a data-driven company.

1 of 13
Download to read offline
MK99 – Big Data 1 
Big data & cross-platform analytics 
MOOC lectures Pr. Clement Levallois
MK99 – Big Data 2 
Definitions 
• 
CRM 
– 
Customer Relationship Management 
Part of the Information System of the firm.
MK99 – Big Data 3 
Stocks Book keeping Purchases Orders … 
Sales, 
Contracts, 
Customer 
Payroll 
Attendance 
Performance… 
Logistics / Supply Chain 
CRM 
Accounting software 
HRMIS 
SCM IS 
ERP 
Information system of the firm
MK99 – Big Data 4 
CRM in practice (pre-2000) 
Id Customer 
Name 
Address 
Gender 
DoB 
Id Purchase 
Date 
Product 
Volume 
Discount 
Id Customer 
Id Marketing Action 
Date 
Id Customer 
Type (call, email, …) 
Result 
Agent 
Your own servers: 
Actions table 
Transactions table 
Customer table
MK99 – Big Data 5 
CRM: What changed with the digital transformation 
1. 
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 
2. 
Touch points have blossomed 
– 
Email, blogs, channels, platforms, micro-sites, games, social networks… 
– 
Mobile / Tablet / Desktop / iWatch / social TV 
3. 
Relations: it got complicated 
– 
You create content 
– 
Your customer / advocates / prospects create content 
– 
All across channels 
– 
Communication is two-ways 
4. 
Expectations have elevated 
– 
Real-time 
– 
Localized 
– 
Personalized 
– 
Truly interactive
MK99 – Big Data 6 
Ex: the ‘Share a Coke’ campaign 
1. 
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?

Recommended

An explanation of machine learning for business
An explanation of machine learning for businessAn explanation of machine learning for business
An explanation of machine learning for businessClement Levallois
 
Social CRM - #Datamarketing @DM2013Toronto
Social CRM - #Datamarketing @DM2013Toronto  Social CRM - #Datamarketing @DM2013Toronto
Social CRM - #Datamarketing @DM2013Toronto ArCompany
 
Anderson SAA 2014 Using CRM Data for "Big Picture" Research
Anderson SAA 2014 Using CRM Data for "Big Picture" ResearchAnderson SAA 2014 Using CRM Data for "Big Picture" Research
Anderson SAA 2014 Using CRM Data for "Big Picture" Researchdinaa_proj
 
Valtech - Big Data for marketing (EN)
Valtech - Big Data for marketing (EN)Valtech - Big Data for marketing (EN)
Valtech - Big Data for marketing (EN)Valtech
 
Big Data: Unveiling opportunities in Email Marketing
Big Data: Unveiling opportunities in Email MarketingBig Data: Unveiling opportunities in Email Marketing
Big Data: Unveiling opportunities in Email MarketingEmail Monks
 
Marketing Automation & CRM: Terrible Twosome or Dynamic Duo?
Marketing Automation & CRM: Terrible Twosome or Dynamic Duo?Marketing Automation & CRM: Terrible Twosome or Dynamic Duo?
Marketing Automation & CRM: Terrible Twosome or Dynamic Duo?Pardot
 
Big Data and Marketing: Data Activation and Management
Big Data and Marketing: Data Activation and ManagementBig Data and Marketing: Data Activation and Management
Big Data and Marketing: Data Activation and ManagementConor Duke
 
AWS Webcast - Sales Productivity Solutions with MicroStrategy and Redshift
AWS Webcast - Sales Productivity Solutions with MicroStrategy and RedshiftAWS Webcast - Sales Productivity Solutions with MicroStrategy and Redshift
AWS Webcast - Sales Productivity Solutions with MicroStrategy and RedshiftAmazon Web Services
 

More Related Content

Viewers also liked

New 4 P BIG DATA Marketing
New 4 P BIG DATA MarketingNew 4 P BIG DATA Marketing
New 4 P BIG DATA MarketingChi Delaney
 
Big Data Marketing Seminar Optimately Davy Cielen
Big Data Marketing Seminar Optimately Davy CielenBig Data Marketing Seminar Optimately Davy Cielen
Big Data Marketing Seminar Optimately Davy CielenFaces of Content
 
Futurecasting: Big Data, Social Data API &d CRM Convergence, What Will Be th...
Futurecasting:  Big Data, Social Data API &d CRM Convergence, What Will Be th...Futurecasting:  Big Data, Social Data API &d CRM Convergence, What Will Be th...
Futurecasting: Big Data, Social Data API &d CRM Convergence, What Will Be th...Dave Mendoza
 
Big data in marketing at harvard business club nick1 june 15 2013
Big data in marketing at harvard business club nick1 june 15 2013Big data in marketing at harvard business club nick1 june 15 2013
Big data in marketing at harvard business club nick1 june 15 2013nkabra
 
The Impact of Big Data On Marketing Analytics (UpStream Software)
The Impact of Big Data On Marketing Analytics (UpStream Software)The Impact of Big Data On Marketing Analytics (UpStream Software)
The Impact of Big Data On Marketing Analytics (UpStream Software)Revolution Analytics
 
Real Time Marketing Big Data Analytics Social Marketing Intelligence Disruption
Real Time Marketing Big Data Analytics Social Marketing Intelligence DisruptionReal Time Marketing Big Data Analytics Social Marketing Intelligence Disruption
Real Time Marketing Big Data Analytics Social Marketing Intelligence DisruptionChase McMichael
 
Big Data Taiwan 2014 Track2-3: QlikView 與 Big Data ─ 從 Big Data 裡獲取重要信息
Big Data Taiwan 2014 Track2-3: QlikView 與 Big Data ─ 從 Big Data 裡獲取重要信息Big Data Taiwan 2014 Track2-3: QlikView 與 Big Data ─ 從 Big Data 裡獲取重要信息
Big Data Taiwan 2014 Track2-3: QlikView 與 Big Data ─ 從 Big Data 裡獲取重要信息Etu Solution
 
Facebook 競價
Facebook 競價Facebook 競價
Facebook 競價Chen Liwei
 
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...eMarketer
 
行動廣告與大數據資料分析策略與執行
行動廣告與大數據資料分析策略與執行行動廣告與大數據資料分析策略與執行
行動廣告與大數據資料分析策略與執行台灣資料科學年會
 

Viewers also liked (12)

New 4 P BIG DATA Marketing
New 4 P BIG DATA MarketingNew 4 P BIG DATA Marketing
New 4 P BIG DATA Marketing
 
Big Data Marketing Seminar Optimately Davy Cielen
Big Data Marketing Seminar Optimately Davy CielenBig Data Marketing Seminar Optimately Davy Cielen
Big Data Marketing Seminar Optimately Davy Cielen
 
Futurecasting: Big Data, Social Data API &d CRM Convergence, What Will Be th...
Futurecasting:  Big Data, Social Data API &d CRM Convergence, What Will Be th...Futurecasting:  Big Data, Social Data API &d CRM Convergence, What Will Be th...
Futurecasting: Big Data, Social Data API &d CRM Convergence, What Will Be th...
 
Big data in marketing at harvard business club nick1 june 15 2013
Big data in marketing at harvard business club nick1 june 15 2013Big data in marketing at harvard business club nick1 june 15 2013
Big data in marketing at harvard business club nick1 june 15 2013
 
The Impact of Big Data On Marketing Analytics (UpStream Software)
The Impact of Big Data On Marketing Analytics (UpStream Software)The Impact of Big Data On Marketing Analytics (UpStream Software)
The Impact of Big Data On Marketing Analytics (UpStream Software)
 
Real Time Marketing Big Data Analytics Social Marketing Intelligence Disruption
Real Time Marketing Big Data Analytics Social Marketing Intelligence DisruptionReal Time Marketing Big Data Analytics Social Marketing Intelligence Disruption
Real Time Marketing Big Data Analytics Social Marketing Intelligence Disruption
 
BIG DATA in MARKETING
BIG DATA in MARKETINGBIG DATA in MARKETING
BIG DATA in MARKETING
 
Big Data Taiwan 2014 Track2-3: QlikView 與 Big Data ─ 從 Big Data 裡獲取重要信息
Big Data Taiwan 2014 Track2-3: QlikView 與 Big Data ─ 從 Big Data 裡獲取重要信息Big Data Taiwan 2014 Track2-3: QlikView 與 Big Data ─ 從 Big Data 裡獲取重要信息
Big Data Taiwan 2014 Track2-3: QlikView 與 Big Data ─ 從 Big Data 裡獲取重要信息
 
Facebook 競價
Facebook 競價Facebook 競價
Facebook 競價
 
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...
 
Big Data for CRM
Big Data for CRMBig Data for CRM
Big Data for CRM
 
行動廣告與大數據資料分析策略與執行
行動廣告與大數據資料分析策略與執行行動廣告與大數據資料分析策略與執行
行動廣告與大數據資料分析策略與執行
 

More from Clement Levallois

Part 2: covid-19 on Twitter, with a focus on 3 new seed accounts
Part 2: covid-19 on Twitter, with a focus on 3 new seed accountsPart 2: covid-19 on Twitter, with a focus on 3 new seed accounts
Part 2: covid-19 on Twitter, with a focus on 3 new seed accountsClement Levallois
 
Education et intelligence artificielle
Education et intelligence artificielleEducation et intelligence artificielle
Education et intelligence artificielleClement Levallois
 
3 familles d'intelligence artificielle et leurs applications business
3 familles d'intelligence artificielle et leurs applications business3 familles d'intelligence artificielle et leurs applications business
3 familles d'intelligence artificielle et leurs applications businessClement Levallois
 
Présentation FrenchWeb: Qu'est-ce que la visualisation des données?
Présentation FrenchWeb: Qu'est-ce que la visualisation des données?Présentation FrenchWeb: Qu'est-ce que la visualisation des données?
Présentation FrenchWeb: Qu'est-ce que la visualisation des données?Clement Levallois
 
Presentation of programming languages for beginners
Presentation of programming languages for beginnersPresentation of programming languages for beginners
Presentation of programming languages for beginnersClement Levallois
 
Umigon: crowdsourcing in the classroom
Umigon: crowdsourcing in the classroomUmigon: crowdsourcing in the classroom
Umigon: crowdsourcing in the classroomClement Levallois
 
Data visualization: enjeux pour le business
Data visualization: enjeux pour le businessData visualization: enjeux pour le business
Data visualization: enjeux pour le businessClement Levallois
 
A Primer on Text Mining for Business
A Primer on Text Mining for BusinessA Primer on Text Mining for Business
A Primer on Text Mining for BusinessClement Levallois
 
The business stakes of data integration
The business stakes of data integrationThe business stakes of data integration
The business stakes of data integrationClement Levallois
 

More from Clement Levallois (13)

Part 2: covid-19 on Twitter, with a focus on 3 new seed accounts
Part 2: covid-19 on Twitter, with a focus on 3 new seed accountsPart 2: covid-19 on Twitter, with a focus on 3 new seed accounts
Part 2: covid-19 on Twitter, with a focus on 3 new seed accounts
 
Education et intelligence artificielle
Education et intelligence artificielleEducation et intelligence artificielle
Education et intelligence artificielle
 
3 familles d'intelligence artificielle et leurs applications business
3 familles d'intelligence artificielle et leurs applications business3 familles d'intelligence artificielle et leurs applications business
3 familles d'intelligence artificielle et leurs applications business
 
Présentation FrenchWeb: Qu'est-ce que la visualisation des données?
Présentation FrenchWeb: Qu'est-ce que la visualisation des données?Présentation FrenchWeb: Qu'est-ce que la visualisation des données?
Présentation FrenchWeb: Qu'est-ce que la visualisation des données?
 
Presentation of programming languages for beginners
Presentation of programming languages for beginnersPresentation of programming languages for beginners
Presentation of programming languages for beginners
 
Umigon: crowdsourcing in the classroom
Umigon: crowdsourcing in the classroomUmigon: crowdsourcing in the classroom
Umigon: crowdsourcing in the classroom
 
Data visualization: enjeux pour le business
Data visualization: enjeux pour le businessData visualization: enjeux pour le business
Data visualization: enjeux pour le business
 
Twitter for beginners
Twitter for beginnersTwitter for beginners
Twitter for beginners
 
Data and personalization
Data and personalizationData and personalization
Data and personalization
 
A Primer on Text Mining for Business
A Primer on Text Mining for BusinessA Primer on Text Mining for Business
A Primer on Text Mining for Business
 
The business stakes of data integration
The business stakes of data integrationThe business stakes of data integration
The business stakes of data integration
 
What is big data?
What is big data?What is big data?
What is big data?
 
What is "data"?
What is "data"?What is "data"?
What is "data"?
 

Recently uploaded

BEZA or Bangladesh Economic Zone Authority recruitment exam question solution...
BEZA or Bangladesh Economic Zone Authority recruitment exam question solution...BEZA or Bangladesh Economic Zone Authority recruitment exam question solution...
BEZA or Bangladesh Economic Zone Authority recruitment exam question solution...MohonDas
 
Dr.M.Florence Dayana-Cloud Computing-Unit - 1.pdf
Dr.M.Florence Dayana-Cloud Computing-Unit - 1.pdfDr.M.Florence Dayana-Cloud Computing-Unit - 1.pdf
Dr.M.Florence Dayana-Cloud Computing-Unit - 1.pdfDr.Florence Dayana
 
Decision on Curriculum Change Path: Towards Standards-Based Curriculum in Ghana
Decision on Curriculum Change Path: Towards Standards-Based Curriculum in GhanaDecision on Curriculum Change Path: Towards Standards-Based Curriculum in Ghana
Decision on Curriculum Change Path: Towards Standards-Based Curriculum in GhanaPrince Armah, PhD
 
2.22.24 Black Nationalism and the Nation of Islam.pptx
2.22.24 Black Nationalism and the Nation of Islam.pptx2.22.24 Black Nationalism and the Nation of Islam.pptx
2.22.24 Black Nationalism and the Nation of Islam.pptxMaryPotorti1
 
Barrow Motor Ability Test - TEST, MEASUREMENT AND EVALUATION IN PHYSICAL EDUC...
Barrow Motor Ability Test - TEST, MEASUREMENT AND EVALUATION IN PHYSICAL EDUC...Barrow Motor Ability Test - TEST, MEASUREMENT AND EVALUATION IN PHYSICAL EDUC...
Barrow Motor Ability Test - TEST, MEASUREMENT AND EVALUATION IN PHYSICAL EDUC...Rabiya Husain
 
ICSE English Language Class X Handwritten Notes
ICSE English Language Class X Handwritten NotesICSE English Language Class X Handwritten Notes
ICSE English Language Class X Handwritten NotesGauri S
 
11 CI SINIF SINAQLARI - 1-2023-Aynura-Hamidova.pdf
11 CI SINIF SINAQLARI - 1-2023-Aynura-Hamidova.pdf11 CI SINIF SINAQLARI - 1-2023-Aynura-Hamidova.pdf
11 CI SINIF SINAQLARI - 1-2023-Aynura-Hamidova.pdfAynouraHamidova
 
Overview of Databases and Data Modelling-2.pdf
Overview of Databases and Data Modelling-2.pdfOverview of Databases and Data Modelling-2.pdf
Overview of Databases and Data Modelling-2.pdfChristalin Nelson
 
Food Web SlideShare for Ecology Notes Quiz in Canvas
Food Web SlideShare for Ecology Notes Quiz in CanvasFood Web SlideShare for Ecology Notes Quiz in Canvas
Food Web SlideShare for Ecology Notes Quiz in CanvasAlexandraSwartzwelde
 
Data Modeling - Entity Relationship Diagrams-1.pdf
Data Modeling - Entity Relationship Diagrams-1.pdfData Modeling - Entity Relationship Diagrams-1.pdf
Data Modeling - Entity Relationship Diagrams-1.pdfChristalin Nelson
 
Practical Research 1, Lesson 5: DESIGNING A RESEARCH PROJECT RELATED TO DAILY...
Practical Research 1, Lesson 5: DESIGNING A RESEARCH PROJECT RELATED TO DAILY...Practical Research 1, Lesson 5: DESIGNING A RESEARCH PROJECT RELATED TO DAILY...
Practical Research 1, Lesson 5: DESIGNING A RESEARCH PROJECT RELATED TO DAILY...Katherine Villaluna
 
New Features in the Odoo 17 Sales Module
New Features in  the Odoo 17 Sales ModuleNew Features in  the Odoo 17 Sales Module
New Features in the Odoo 17 Sales ModuleCeline George
 
Understanding Canada's international higher education landscape (2024)
Understanding Canada's international higher education landscape (2024)Understanding Canada's international higher education landscape (2024)
Understanding Canada's international higher education landscape (2024)CaraSkikne1
 
Overview of Databases and Data Modelling-1.pdf
Overview of Databases and Data Modelling-1.pdfOverview of Databases and Data Modelling-1.pdf
Overview of Databases and Data Modelling-1.pdfChristalin Nelson
 
ADAPTABILITY, Types of Adaptability AND STABILITY ANALYSIS method.pptx
ADAPTABILITY, Types of Adaptability AND STABILITY ANALYSIS  method.pptxADAPTABILITY, Types of Adaptability AND STABILITY ANALYSIS  method.pptx
ADAPTABILITY, Types of Adaptability AND STABILITY ANALYSIS method.pptxAKSHAYMAGAR17
 
11 CI SINIF SINAQLARI - 5-2023-Aynura-Hamidova.pdf
11 CI SINIF SINAQLARI - 5-2023-Aynura-Hamidova.pdf11 CI SINIF SINAQLARI - 5-2023-Aynura-Hamidova.pdf
11 CI SINIF SINAQLARI - 5-2023-Aynura-Hamidova.pdfAynouraHamidova
 
Odontogenesis and its related anomiles.pptx
Odontogenesis and its related anomiles.pptxOdontogenesis and its related anomiles.pptx
Odontogenesis and its related anomiles.pptxMennat Allah Alkaram
 
ACTIVIDAD DE CLASE No 1 sopa de letras.docx
ACTIVIDAD DE CLASE No 1 sopa de letras.docxACTIVIDAD DE CLASE No 1 sopa de letras.docx
ACTIVIDAD DE CLASE No 1 sopa de letras.docxMaria Lucia Céspedes
 
A TEXTBOOK OF INTELLECTUAL ROPERTY RIGHTS
A TEXTBOOK OF INTELLECTUAL ROPERTY RIGHTSA TEXTBOOK OF INTELLECTUAL ROPERTY RIGHTS
A TEXTBOOK OF INTELLECTUAL ROPERTY RIGHTSDr.M.Geethavani
 

Recently uploaded (20)

BEZA or Bangladesh Economic Zone Authority recruitment exam question solution...
BEZA or Bangladesh Economic Zone Authority recruitment exam question solution...BEZA or Bangladesh Economic Zone Authority recruitment exam question solution...
BEZA or Bangladesh Economic Zone Authority recruitment exam question solution...
 
Dr.M.Florence Dayana-Cloud Computing-Unit - 1.pdf
Dr.M.Florence Dayana-Cloud Computing-Unit - 1.pdfDr.M.Florence Dayana-Cloud Computing-Unit - 1.pdf
Dr.M.Florence Dayana-Cloud Computing-Unit - 1.pdf
 
Decision on Curriculum Change Path: Towards Standards-Based Curriculum in Ghana
Decision on Curriculum Change Path: Towards Standards-Based Curriculum in GhanaDecision on Curriculum Change Path: Towards Standards-Based Curriculum in Ghana
Decision on Curriculum Change Path: Towards Standards-Based Curriculum in Ghana
 
2.22.24 Black Nationalism and the Nation of Islam.pptx
2.22.24 Black Nationalism and the Nation of Islam.pptx2.22.24 Black Nationalism and the Nation of Islam.pptx
2.22.24 Black Nationalism and the Nation of Islam.pptx
 
Barrow Motor Ability Test - TEST, MEASUREMENT AND EVALUATION IN PHYSICAL EDUC...
Barrow Motor Ability Test - TEST, MEASUREMENT AND EVALUATION IN PHYSICAL EDUC...Barrow Motor Ability Test - TEST, MEASUREMENT AND EVALUATION IN PHYSICAL EDUC...
Barrow Motor Ability Test - TEST, MEASUREMENT AND EVALUATION IN PHYSICAL EDUC...
 
ICSE English Language Class X Handwritten Notes
ICSE English Language Class X Handwritten NotesICSE English Language Class X Handwritten Notes
ICSE English Language Class X Handwritten Notes
 
11 CI SINIF SINAQLARI - 1-2023-Aynura-Hamidova.pdf
11 CI SINIF SINAQLARI - 1-2023-Aynura-Hamidova.pdf11 CI SINIF SINAQLARI - 1-2023-Aynura-Hamidova.pdf
11 CI SINIF SINAQLARI - 1-2023-Aynura-Hamidova.pdf
 
Overview of Databases and Data Modelling-2.pdf
Overview of Databases and Data Modelling-2.pdfOverview of Databases and Data Modelling-2.pdf
Overview of Databases and Data Modelling-2.pdf
 
Food Web SlideShare for Ecology Notes Quiz in Canvas
Food Web SlideShare for Ecology Notes Quiz in CanvasFood Web SlideShare for Ecology Notes Quiz in Canvas
Food Web SlideShare for Ecology Notes Quiz in Canvas
 
Data Modeling - Entity Relationship Diagrams-1.pdf
Data Modeling - Entity Relationship Diagrams-1.pdfData Modeling - Entity Relationship Diagrams-1.pdf
Data Modeling - Entity Relationship Diagrams-1.pdf
 
Advance Mobile Application Development class 04
Advance Mobile Application Development class 04Advance Mobile Application Development class 04
Advance Mobile Application Development class 04
 
Practical Research 1, Lesson 5: DESIGNING A RESEARCH PROJECT RELATED TO DAILY...
Practical Research 1, Lesson 5: DESIGNING A RESEARCH PROJECT RELATED TO DAILY...Practical Research 1, Lesson 5: DESIGNING A RESEARCH PROJECT RELATED TO DAILY...
Practical Research 1, Lesson 5: DESIGNING A RESEARCH PROJECT RELATED TO DAILY...
 
New Features in the Odoo 17 Sales Module
New Features in  the Odoo 17 Sales ModuleNew Features in  the Odoo 17 Sales Module
New Features in the Odoo 17 Sales Module
 
Understanding Canada's international higher education landscape (2024)
Understanding Canada's international higher education landscape (2024)Understanding Canada's international higher education landscape (2024)
Understanding Canada's international higher education landscape (2024)
 
Overview of Databases and Data Modelling-1.pdf
Overview of Databases and Data Modelling-1.pdfOverview of Databases and Data Modelling-1.pdf
Overview of Databases and Data Modelling-1.pdf
 
ADAPTABILITY, Types of Adaptability AND STABILITY ANALYSIS method.pptx
ADAPTABILITY, Types of Adaptability AND STABILITY ANALYSIS  method.pptxADAPTABILITY, Types of Adaptability AND STABILITY ANALYSIS  method.pptx
ADAPTABILITY, Types of Adaptability AND STABILITY ANALYSIS method.pptx
 
11 CI SINIF SINAQLARI - 5-2023-Aynura-Hamidova.pdf
11 CI SINIF SINAQLARI - 5-2023-Aynura-Hamidova.pdf11 CI SINIF SINAQLARI - 5-2023-Aynura-Hamidova.pdf
11 CI SINIF SINAQLARI - 5-2023-Aynura-Hamidova.pdf
 
Odontogenesis and its related anomiles.pptx
Odontogenesis and its related anomiles.pptxOdontogenesis and its related anomiles.pptx
Odontogenesis and its related anomiles.pptx
 
ACTIVIDAD DE CLASE No 1 sopa de letras.docx
ACTIVIDAD DE CLASE No 1 sopa de letras.docxACTIVIDAD DE CLASE No 1 sopa de letras.docx
ACTIVIDAD DE CLASE No 1 sopa de letras.docx
 
A TEXTBOOK OF INTELLECTUAL ROPERTY RIGHTS
A TEXTBOOK OF INTELLECTUAL ROPERTY RIGHTSA TEXTBOOK OF INTELLECTUAL ROPERTY RIGHTS
A TEXTBOOK OF INTELLECTUAL ROPERTY RIGHTS
 

The new role of CRM in a data driven business

  • 1. MK99 – Big Data 1 Big data & cross-platform analytics MOOC lectures Pr. Clement Levallois
  • 2. MK99 – Big Data 2 Definitions • CRM – Customer Relationship Management Part of the Information System of the firm.
  • 3. MK99 – Big Data 3 Stocks Book keeping Purchases Orders … Sales, Contracts, Customer Payroll Attendance Performance… Logistics / Supply Chain CRM Accounting software HRMIS SCM IS ERP Information system of the firm
  • 4. MK99 – Big Data 4 CRM in practice (pre-2000) Id Customer Name Address Gender DoB Id Purchase Date Product Volume Discount Id Customer Id Marketing Action Date Id Customer Type (call, email, …) Result Agent Your own servers: Actions table Transactions table Customer table
  • 5. MK99 – Big Data 5 CRM: What changed with the digital transformation 1. 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 2. Touch points have blossomed – Email, blogs, channels, platforms, micro-sites, games, social networks… – Mobile / Tablet / Desktop / iWatch / social TV 3. Relations: it got complicated – You create content – Your customer / advocates / prospects create content – All across channels – Communication is two-ways 4. Expectations have elevated – Real-time – Localized – Personalized – Truly interactive
  • 6. MK99 – Big Data 6 Ex: the ‘Share a Coke’ campaign 1. 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?
  • 7. MK99 – Big Data 7 So CRM have transitioned… 1. From a support system… –To help track KPIs for management –Salesforce automation –Facilitating accounting –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
  • 8. MK99 – Big Data 8 3 key areas of transformation for CRMs
  • 9. MK99 – Big Data 9 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: Mediamath Ex: Google analytics Ex: Google’s AdSense Ex: Hootsuite Ex: Localytics Ex: Microsoft Dynamics API API API API API API API
  • 10. MK99 – Big Data 10 2. Reporting tools replaced by data science 1. 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? 2. 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? 3. 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? Source: http://drewconway.com/zia/2013/3/26/the-data-science-venn-diagram
  • 11. MK99 – Big Data 11 3. Customer relations evolved 1. Community Management is not optional – Data-driven and also curated by editors, customer service specialists and evangelists 2. 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. 3. 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.
  • 12. MK99 – Big Data 12 Summary • 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.
  • 13. MK99 – Big Data 13 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.