MISY 5380 - CRM - Ch. 6: Technology and Data Platforms

Aligned strategy

Aligning cloud strategy to business objectives

Rapid scaling

Automatic adjustment of capability to meet demand.

On-demand self-service

Automatic requests for computing service capability such as server time and storage

Broad network access

Capabilities are available to devices (e.g., mobile phones, tablets, laptops, and workstations) over the network.

Software as a Service (SaaS)

Customers use applications provided by Cloud OEM on the OEM's cloud platform

_________________________ is currently still the only structure used by many organizations

Database Marketing

Digital culture

Developing a culture that promotes effective use of digital technology

Good governance

Developing the data-governance processes required by cloud

Organizational harmony

Fostering greater collaboration between business and IT

Dynamic infrastructure

Matching IT infrastructure to business requirements

Mass Communication (Customer/Prospect Behavior)

Predict

Mass Communication (measurement methods)

Programs

Private cloud

The cloud infrastructure is available for exclusive use by a single organization comprising multiple customers (e.g., business units).

Community cloud:

The cloud infrastructure is available for exclusive use by a specific group of customers that have similar requirements

Public cloud

The cloud infrastructure is available for open use by the general public

Hybrid cloud

The cloud infrastructure is composed of two or more distinct cloud infrastructures (private, community, or public) that remain unique entities, but are bound together by standardized or proprietary technology that enables data and application portability (e.g., cloud bursting for load balancing between clouds).

Resource pooling

The cloud provider's computing resources are pooled to dynamically serve multiple consumers, with different physical and virtual resources

Enterprise resource planning (ERP)

a business management system that integrates all facets of the business, including planning, manufacturing, sales, and marketing

Data warehouse

a database that contains all relevant customer and marketing information. It is usually static in nature and is a source of data from data marts

Data mart

a database that is a subset of a larger database, usually a data warehouse or an operational data store. It is usually accessed by specific business applications for decision-making.

Logical Data Model (LDM)

a diagram that defines the entities to be defined in a database.

Data element

a set of characters in a database

data element / field

a set of characters in a database

Radio frequency identification (RFID)

a technology that consists of an antenna and a transceiver that read the radio frequency, and transfer the information to a processing device, and a transponder or tag that is an integrated circuit containing the RF circuitry and information to be transmitted.

Cloud computing

a ubiquitous, convenient, on-demand network access to a shared pool of configurable computing resources.

Social publishing (PUSH)

allows for basic calendaring and content sharing and management.

first occurrence of data prep

batch process

Kiosk

booth providing a computer-related service, such as an automated teller machine (ATM).

Social network selling

call to customer action (purchase, service) activity

External community software (crowd-sourced)

crowdsourced innovation

Data preparation

data is being prepared to update data repositories such as an operational data store, a data warehouse, or a data mart

Operational Data Store (ODS)

data repository or database that is designed for quick read/ write access on-demand to and from multiple sources and types of technology.

Product/ service advocacy

identify and grow relationships with product advocates and influencers

Contract enrichment

integrate social data with enterprise CRM infrastructures.

The ______________________ usually incorporates much of this database marketing infrastructure.

integrated environment

Logical data model (LDM)

is a logical view of a database or some file structure

Internal community software (knowledge management)

knowledge management, best practice sharing

Social engagement

monitoring and listening, ability to respond to social network users, maintenance of single view of customer, customer service

Batch processing

non-interactive execution of predefined software steps that act on files and databases. Each step usually creates predefined outputs, some of which may be simple changes to the inputs

Legacy Systems

older systems, no longer the primary system of use

Decisions regarding the depth and breadth of information to be stored should be made...

prior to the data warehouse design

Product/ service reviews

product or service dynamic sharing of views and experiences

Most common method to access the Data Warehouse

structured query language (SQL), which requires the user to learn the language syntax it uses.

To determine the optimal approach to choosing fields...

technical design issues should be defined and decisions made with the appropriate technical designers.

Many organizations use _______________ concurrently.

technologies from different evolutionary phases

Chapter 6 provides readers with an understanding of _____________________, specifically how they are related to CRM within a business context

technology concepts

There is no definitive separation between _________________.

technology-enabling phases

depth

the amount of detail for a particular variable

breadth

the number of variables.

Advantage of new organizations:

they can adopt all current best practices

If migrating to most recent best practices,

understanding the current methods will help ensure that marketing objectives are sustained during migration.

Social analytics

use of data mining, natural language processing and text analytics to gain insight into what is being said

Internet of Things (IoT)

used to describe the process of connecting RFID chips with inanimate objects. ○ Devices embedded with computer chips or sensors, which are connected to the internet ○ Cisco Systems estimates 50 billion devices by 2020 ○ Provides new methods of interaction generating vast amounts of streaming data ○ Challenge is to integrate with current technology infrastructures ○ Protocol standards still evolving

data warehouse

• Designed as a repository for all customer, prospect, product/service, and related marketing information • depth and breadth of historical information is organization and industry-dependent • Integrated with one or more ODSs and data marts

Integrated marketing

• Increase in internal and value chain real-time environment applications; interactive consumer applications enhance "pull" strategy • Optimal marketing efforts with dynamic LTV measurement • Increasing ability to change consumer behavior • Technology: costs decreasing, easier to implement and maintain, more capabilities

Other database construction considerations

• Number of individuals accessing the database concurrently • Access requirements related to speed of access and information display requirements • Export requirements for accessed data • Internal and external security requirements • Privacy requirements and adherence to current privacy regulations, planning for pending legislation, and anticipation of future legislation • Database update requirements (i.e., adds, deletes, and changes) └ Timing └ Volume └ Critical path

Database Marketing

• Sophisticated data collection and management used to promote dialogue with "push" and inefficient "pull" strategy • Programs supported by statistical models • Predicting and attempting to change consumer behavior • Complex databases, some distributed technology, enhanced data communication, online processing

Reasons that each phase of CRM evolution is not necessarily replaced by those in subsequent phases

• best practices may be carried over and maintained, albeit in a different form • financial constraints may prohibit an all-encompassing solution • organizations must sometimes integrate different generations of technology to complete the process

Barriers to migration to more current and evolving technology infrastructures:

• budget constraints • existing contractual obligations • licensing and leasing agreements

Database Marketing (customer/prospect behavior)

• predict • change

Database Marketing (measurement methods)

• programs • models

second occurrence of data prep

• related to online or integrated access by either the Internet Web page software, a telemarketer using a computer screen, social media, mobile device, or other integrated technologies now referred to as the Internet of Things • executed in real-time on-demand

Reasons it is important to understand the evolution of CRM technology

• some organizations still use the same technology and methods that were widely used for the past several decades • it will help facilitate the tactical migration to different technology environments by reducing risks and identifying some steps in business methods that may be candidates for change • the nature of competitiveness in CRM technology-enabling organizations has posed a risk in that it creates an environment of overwhelming and sometimes confusing solutions in the marketplace • each phase of this is not necessarily replaced by those of subsequent phases • learn from and avoid mistakes of earlier technologies and methods

Database Marketing (technology)

• some technology distributed • tech more advanced • marketing tools becoming available • data communication improving • still relying on technology professionals for execution but ability to self-execute growing • overall technology costs decreasing and technology effectiveness and capabilities increasing, cloud technology adoption

front-end tools

• well-written programs that generate SQL from a Windows-based or other operating system-based set of screens • the user does not need to learn SQL but instead interacts with user-friendly screens.

Cloud computing adoption considerations

•Business operational disruption •Move more dynamic applications to cloud platform •Decision on which type of cloud platform to use •Privacy and security issues

Technology components (of Integrated marketing)

•Collaborative •Analytical •Operational

Collaborative-consumer interaction (of Integrated marketing)

•Computer telephony •Web •Kiosks •Mobile •POS •Self-service •Identification mediums (RFID, fingerprint, palm print, retinal scan)

Operational environment (of Integrated marketing)

•Core competency •ERP •Legacy systems •Value chain

Analytical mediums (of Integrated marketing)

•Data mining •Statistical activity •Data marts •Sales automation •EIS, EMS, DSS •Dashboards

Social media

•Most applications are single-point solutions •Disparate use within organizations •Multi-channel application solutions currently evolving

Data recovery requirements

•Priority •Timing •Ownership of process

Cloud computing technology advantages

•Scalability •Efficient, and reliable measurement of usage •Provides for a variety of environments •Efficient integration of evolving technology (e.g. IoT) •Cloud provider manages software and hardware

Contingency requirements

•Which data and priority •Off-site redundancy •Cost issues

mobile technology

► Customer has made this their preferred channel ► GEO applications provide opportunities and challenges

Database Marketing (Characteristics)

► Individuals ► dialogue ► feedback ► segmentation ► forecasting ► segment market research ► batch ► some real time

Mass Communcation (Characteristics)

► Lists ► Offers ► Creative program emphasis ► Buy/use names ► Data hygiene ► Telemarketing ► Households ► Testing

Three phases of marketing technology development

► Mass communication ► Database marketing ► Integrated Marketing

Mass Communication (Technology)

► Primitive ► Laborious ► Reliance on technology professionals ► Centralized processing ► Long lead times ► Limited data communication ► Batch processing ► Limited disk data storage ► Strong reliance on technical professionals for execution

Measured service

► Resource usage can be monitored, controlled, and reported, providing transparency for both the provider and consumer of the utilized service. ► This allows for a "pay-as-you use" environment, which is cost attractive to many organizations

Infrastructure as a Service (IaaS)

► The Cloud OEM allows the customer to add and run the customer's own operating system or other software including applications. ► The customer has control over these entities (possible limited access to Firewall structures) but does not have the capability to access the underlying cloud structure.

Operational data store (ODS)

► a database designed to allow quick read/ write access to and from multiple sources and types of technology dynamically. ► contains a limited amount of information, which is usually required for a specific customer interaction such as a product purchase order ► used as a source of data to update other databases such as data warehouses and data marts

An ODS is designed to....

► contain a limited amount of information, which supports those time-sensitive interactions between the customer and an organization that contribute to an overall CRM strategy. ► facilitate the flow of information accurately and efficiently, and it must be technically compatible with a variety of software that may access it

Batch process

► taking in information from a variety of sources ► performed once data from all sources is available, on-demand as sources are available, or on a source-by-source predetermined schedule ► controlled and scheduled sequential environment

Internet of Things (IoT) providers

○ AT& T ○ Microsoft ○ Oracle ○ SAP ○ IBM ○ HP ○ Candi ○ Axiros ○ Bosch Software Innovations ○ GE ○ LogMeIn ○ MachineShop ○ PTC

Cloud-based technology providers

○ Amazon Web Services ○ Microsoft ○ Google ○ AT& T ○ Rackspace ○ IBM ○ CenturyLink ○ VMware ○ Virtustream

Database and data warehouse providers

○ IBM ○ Oracle ○ Teradata ○ Sybase (SAP) ○ EMS/Greenplum ○ Microsoft ○ HP ○ Actian ○ Pivotal ○ Amazon web Services ○ 1010data ○ Clodera ○ mapR technologies

CRM service providers

○ IBM Global Business Services ○ Accenture ○ Deloitte ○ Capgemini ○ Cognizant ○ Infosys ○ Tata Consultancy Services ○ PwC ○ NTT Data Wipro Technologies

Social media technology providers

○ Microsoft ○ IBM ○ Jive ○ Salesforce ○ TIBCO Software ○ VMware ○ Atlassian ○ Sitrion

Sales-force automation (SFA) providers

○ Salesforce ○ Microsoft ○ Oracle ○ SAP ○ SugarCRM ○ NetSuite

Platform as a Service (PaaS)

○ The Cloud OEM allows the customer to add applications to the cloud infrastructure. ○ The customer has complete control over the applications and has access to some of cloud infrastructure configurations relative to the application.

Approaches relative to choosing fields to use

○ define every possible variable that may be captured, and define a field to hold that information in the DW even though it is not present. Then, over time, slowly eliminate the unused fields from the DW. ○ define those fields for the data variables that are important and that will be captured. Then, as needed, evaluate which new fields should be added.

Computer telephony (CT)

○ is hardware and software technology that enables communication of voice and information via the phone ○ Applications for external customers and internal customers ○ Enhances efforts to match staff with the demand of incoming calls ○ Let customers choose when to use which technology

Social media applications can be grouped into several categories:

◘ Social publishing (Push) applications ◘ Social engagement ◘ Social analytics applications ◘ External community software ◘ Contact enrichment application ◘ Product/ service reviews applications ◘ Product/ service advocacy applications

Service models (of cloud models)

◘ Software as a Service (SaaS) ◘ Platform as a Service (PaaS) ◘ Infrastructure as a Service (IaaS)

Essential characteristics of cloud computing technology

◘ on-demand self-service ◘ broad network access ◘ resource pooling ◘ rapid scaling ◘ measured service

Could types

◘ private cloud ◘ community cloud ◘ public cloud ◘ hybrid cloud