Analytical CRM[分析型顾客关系管理]

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什么是分析型CRM？ 释义

分析型顾客关系管理（Analytical CRM）是顾客关系管理的一个分支，主要是指通过运用数据库、统计工具、数据挖掘、机器学习、商业智能和数据报告等技术，获取、分析及应用与顾客相关的各种数据信息以及接近顾客的方法手段。

顾客信息包括：

• 基本的顾客个人数据，如： 顾客姓名、工作单位、业务部门、通讯地址、电子邮件、电话、传真、性别、国籍，等等。
• 更具体的顾客信息数据，如
  • 顾客财务状况（年收入、收益）
  • 顾客交易情况（产品情况、收入情况、利润情况、支付方式、支付行为）
  • 网络沟通情况（IP地址、登录页面、点击流、访问时长）
  • 电话沟通情况（客服呼叫中心数据报告、销售电话）
  • 其他沟通情况（邮递邮件、回复反馈）
  • 顾客满意程度（分别对产品、服务、公司）

公司在其经营过程（销售、服务、财务、市场）中通过其信息渠道（多渠道营销）获得以上顾客数据信息。 有些信息还可以通过外部资源获取，如市场调查数据、地址数据库等。 一个较为明智的做法是对顾客数据信息进行中心化存储和管理，以避免多版本数据造成的混乱。 顾客数据应该做到真实、完整、准确和唯一（各顾客在数据库中应该是唯一状态，不能出现重复），并具有易达性，数据的需求者在需要的时候能够方便地访问和使用这些数据。 对于那些将顾客关系管理放到战略高度的公司来说，这一点更是千真万确毫无疑问的。
 

分析型CRM的运用。 应用

• 优化营销效果。
• 顾客获取、交叉销售、向上销售、顾客保持，等等。
• 顾客行为分析以促进产品和服务决策（如产品定价、新品开发）。 比较： Quality Function Deployment[质量功能展开]。
• 管理决策，如财务预测、顾客收益分析。
• 顾客流失可能性分析。

分析型CRM的步骤。 流程

在顾客数据被收集和存储之后，数据分析即可展开。 这一分析过程通常包括以下几个步骤：

1. 问题公式化。 我们想知道什么。 此问题是否可答（从技术、财务、组织等角度分析）。 一些典型的顾客关系管理分析型问题：
   • 顾客分类
   • 获取分析（各数据列表和数据库的质量要求是什么）
   • 关系分析（期望的顾客保持，交叉销售、深度销售及向上销售的机会）
   • 渠道或手段分析（通过哪些渠道或手段能够获得最佳结果）
2. 分析准备（随机样本调查、相关变量、范例、分布、确定性数据设定）
3. 确定性分析，运用：
   • 统计技术（Regression Analysis[回归分析]， Dynamic Regression[动态回归]， Exploratory Factor Analysis[探索性因子分析]， Exponential Smoothing[指数平滑法]， ARIMA[自回归整合移动平均模型]）
   • 数据挖掘，以期发现数据中的非明显性及非线性模式。
   • 机器学习（人工智能）技术，如： 神经网络、基因算法、关联规则及范例推理。
4. 结果形象化，将分析结果以可理解的形式提供给其他用户。

分析型CRM的优势。 优点

• 于庞大的顾客数据库中发现有用的数据信息。
• 分类顾客，预测顾客行为，选择针对性强的市场渠道和手段。

分析型CRM的局限。 缺点

• 某些技术方法过于复杂，不易理解。
• 仍处于早期发展阶段。

论坛 关于以下内容的论坛讨论：分析型CRM。您可以在下方提出有关此主题的问题、分享您的经验、报告新的发展或解释一些事情。 开始一个新的论坛主题关于分析型CRM 在这里分享您的知识（或提出问题）   How to Use Artificial Intelligence in Marketing Artificial Intelligence (AI) is a disruptive technology that will impact a diverse range of industries. Even though the majority of the marketing managers are conscious of the ground-breaking potentia... 9   1条评论 Customer Profitability Analysis Should a firm focus primarily on the customers who are ready to pay a higher price? Are those customers the most profitable to the firm? Is that always the case? If not, how can firms overcome th... 7   2条评论 Customer Classification Model Dear all, I'm looking for a method to clasify our customers. I want to analyse them on financial stability, market sector, paying terms etc etc. Is there any standard model/method for this? ... 5   1条评论 What is Analytical Marketing? Explanation I am looking for the most applicable explanation of "analytical marketing"... Please react if you have a good definition or summary. Giving best practices and examples will also be appreciat... 4   2条评论 The Value of Customer Data Lots of people think that customer data and especially if you have a lot of it, is very valuable and can even provide a (sustainable) competitive advantage. And of course certain companies offeri... 3   1条评论 Analytical CRM in the Pay TV Industry Can anyone help me about implementation of Analytical CRM in the Pay TV industry? Who can share some experiences or best practices... Thank you.... 3   1条评论 Implementation of Analytical CRM: Customized Development or Vanilla Approach? I think a company will have a competitive edge if it goes for customized development rather than a vanilla implementation of Analytical CRM.... 3   1条评论 The Data-Driven Marketing Approach In today's highly competitive world, providing customers with a customized experience often leads to good business results. In order to customize marketing efforts and meet the changing expectations a... 2   3条评论 Project Using Analytical CRM Hello everyone. I am eager to develop a project applying the analytical CRM approach. I found it much practical. I am confused with the beginning. Can anyone help me out in obtaining an exact problem ... 1   2条评论

专家提示 关于Analytical CRM（英语）的高级见解。在这里，您将找到专家的专业建议。 Customer Behavior Modeling Tracking and Modeling Customer Behavior Patterns Customer behavior modeling is an important part of analytical CRM. The process involves following four steps: 1. Select... Customer Relationship TYPES CRM, Relation Marketing, Branding Next time you're using the term "CRM", remember there's an R in it... The R of "Relationship". Actually, customers (wan... 3 Steps in Solving Problems with Data Credibility Improving Data Reliablility, IT, Business Intelligence The problem of data credibility Data credibility problems have been existed for many years. Due to this credibility pro... Online versus Traditional Research Advantages and Disadvantages Advantages: - Online research is inexpensive, as the cost of gathering survey information electronically is much... Internet of Things and Marketing Marketing, Supply Chain Management, Internet Strategy Billions of physical devices around the world today are connected to the internet, all collecting and sharing data. This... Measuring the True Effectiveness of Advertising Advertising Effectiveness Large firms are spreading their sometimes immense advertising budgets over multiple channels (online, TV, radio, print, ... Common Pitfalls of Analytical CRM Implementing Analytical CRM Snyder and Davidson ('In trouble?', Conspectus - The IT Report for Directors and Decision Makers, March 2003) suggest th...

信息来源 有关分析型CRM的各种信息来源。在这里，您将找到Powerpoint，视频，新闻等可用于您自己的讲座和讲习班。 The Costs of DISsatisfied Customers Customer Satisfaction This presentation is about the costs of dissatisfied customers. The authors investigate the main sources of customer in... Customer Lifetime Value Predicting CLV, Database Marketing, Interactive Marketing, Forecasting In this study Bas Donkers, Peter C. Verhoef, and Martijn de Jong focus on the prediction of CLV in multi-service indust... Customer Profitability Model How much is a Customer Worth? In this paper, P.B. Seetharaman and Qin Zhang propose a framework to quantify the expected profitability of a customer. ... Analytical CRM Customer Satisfactoin, Analytical CRM Presentation about Analytical CRM and Mass Customization by J. Srivastava. Besides defining and exploring Analytical CR... Using Big Data for Competitive Advantage Customer Analysis, Data Management Presentation about unstructured consumer information, or Big Data. Big Data � if processed correctly - can give companie... Analytical CRM Diagram Analytical CRM Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use. Republishing in ...

研究链接 自动跳入有关以下内容的其他有用资源分析型CRM。 新闻 视频 简报   书比人好 学术的 更多

比较： Customer Relationship Management[顾客关系管理]  |  Regression Analysis[回归分析]  |  Dynamic Regression[动态回归]  |  Exploratory Factor Analysis[探索性因子分析]  |  Exponential Smoothing[指数平滑法]  |  ARIMA[自回归整合移动平均模型]  |  Multi Channel Marketing[多渠道营销]  |  Business Intelligence[商业智能]  |  Operational CRM[运营型顾客关系管理]

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