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TUNE IN AND REACH MORE CUSTOMERS
ENVIRONMENT SOIL STRUCTURE AND ITS GENESIS

 

TUNE IN AND REACH MORE CUSTOMERS

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By HINA SAEED, Sales Support Specialist Teradata,
 NCR Pakistan

Nov 11 - 17, 2002
 

 

'It is important to remember that the Web is just another channel that is now available to the consumer. Consumers still have offline activities and you should analyze their online activities in conjunction with them.'

- Kwong Sai, Intelligent Enterprise Magazine, April 16, 2002

TODAY'S REALITY

Multi-channel, real-time contact is the reality of today's fast-paced customer environment. Package tracking that used to be a telephone call now is a web inquiry, lowering call-center costs. Car shopping that began with visiting the dealership now begins with Internet research, enabling dealerships to move inventory and increase sales. Banking that formerly meant visiting a branch now also involves accessing the bank's web site, enhancing customer service. Clearly, the e-channel has extended the way customers interact with companies.

Now more than ever, the Web has become fully integrated into the infrastructure of business. Savvy businesses recognize that the e-channel is used for more than just selling; it's an information and relationship portal.

In today's 24 x 7 web environment, consumers can research products or services, and can obtain post-purchase help and support anytime. Every web visit is an opportunity to strengthen your relationship, influence buying behavior, and enhance your brand!

Knowledge is power — power to know who your customers are and how to respond to what they want, when they want it. Therefore, it is critical to integrate massive amounts of data — adapt quickly and win in this increasingly multi-channel and e-driven marketplace.

BETTER INSIGHTS THROUGH E

Do you struggle with:

> Attracting loyal customers and understanding the needs/wants of those customers?

> Targeting customers/prospects with most appropriate channel?

> Getting the most of your marketing programs?

> Managing IT spending and improving web site performance by understanding visitor traffic patterns?

> Extending the reach of the E channel beyond customers to partners and suppliers?

A key advantage of web data is that you get interaction as well as transaction data. Understanding the browsing patterns of your customers and prospects can improve your interaction with customers, giving you more accurate customer relationship management data.

THE HEART OF YOUR BUSINESS

You need to keep pace with your business's growing analytic processing needs, whether it is clickstream data from the Internet or transaction data from traditional sources.

E-Business Solutions ideally should be about integration... giving you a single view across all channels... knowledge... providing you with the advanced analytics to help you leverage on-line behavior to better serve your customers... and acceleration... driving your business forward, today and tomorrow.

Leading-edge companies are using technology to make the Web into a major contributor to profitability and customer loyalty and use this business insight quickly to address changing customer expectations.

TURNING LOOKERS INTO BOOKERS

E-Business empowers your multi-channel marketing by providing you with the ability to proactively manage your on-line business relationships. The Teradata E-Business architecture is a "closed-loop" process, which starts with collecting visitor information and moves through a sequence of steps including loading, reporting, mining, CRM, and, finally, personalization of the response to the visitor.

THE CLOSED-LOOP ARCHITECTURE

Visitor information comes from clickstream data collected in a log by the web servers. This data has to be extracted, transformed, reconstructed into a user session, and then loaded into the Teradata Warehouse.

This way, you learn more by:

•analyzing web data for improved business decisions

•analyzing data across channels for a complete multi-channel view of your customer

•using the power of data mining to detect patterns in your data and obtain previously unknown relationships

•leveraging CRM and e-commerce application suites to design and implement personalized marketing campaigns

With each iteration of the closed-loop solution, you learn more about your customers through their interactions with different touch points and take that new information into the Teradata Warehouse for future

ANALYSIS:

In the closed loop process; the data warehouse integrates data from online and offline systems to provide a 360 degree view of your customers and offers superior scalability for continued growth of your business (such as customer, product, shopping basket, customer session, interaction, web site, privacy). It empowers you to generate ad hoc queries and reports, revealing business insights not apparent from standard reports.

Logical data model is an enterprise-wide model of your business. It categorizes and stores the enterprise information to help you drive multi-channel marketing strategies more effectively and provides a single view of your business.

Data Mining identifies patterns or trends in your data to improve your interactions with customers and give you greater business insights.

CRM lets you manage continuous, event-driven, personalized communications with your customers and Prospects while advanced Personalization provides one-to-one marketing to customers and prospects that "closes the loop" of the Teradata e-business solution.

THE TIME IS NOW

Integrating the e-channel into your multi-channel environment is both an opportunity and a challenge. The opportunity — by merging these two distinct data sources, you will understand your customers more intimately. The challenge — integrating online data with offline data presents unique demands on your information technology infrastructure.

Teradata Solutions for E-Business address both the opportunity and challenge of having a 360 degree view of your customers. We address the opportunity by delivering greater customer insight through our industry-leading e-business analytical platform. We address the challenge through our highly scalable Teradata Warehouse.

For more information, contact your Teradata representative or visit our web site at www.teradata.com.