toys r us - analytics development matrix sept09
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SEGMENTATION DEVELOPMENT MATRIX ‐‐ INCEPTION TO IMPACT ON BUSINESS
UPDATE, SEPTEMBER 2009STAGES DISCOVERY
1.1 Understand the current CRM Roadmap 1.1.1 Interviews of stakeholders1.2 Define the future state and role of CRM 1.1.2 Facilitated l planning and alignment session1.3 Define financial goals and metrics 1.4 Develop Executive Management Team buy‐in to Future
State vision, benchmarks and priorities1.5 Uncover Organizational Issues 1.6 Outline Process Management2.1 Examine Current State of business processes and
practices as they relate to CRM implementation.2.1.1 Document results of interviews and discussion to
determine business needs and to document reporting and KPI requirements
2.2 Understand future state scenarios and requirements for reaching CRM goals including user needs.
2.1.2 Summary of current KPIs
2.3 Business Assessment – comparison of Current and Future States and recommendations for closing the gaps
2.1.3 Identification of gaps, opportunities and recommendations.
ACTIONS/DELIVERABLESOBJECTIVES
1 DISCOVERY AND PLANNING SESSION ‐‐ Define Your Vision and Goals
2 DISCOVERY ‐‐ Evaluate Your Business metrics and define CRM development requirements.
CEMDirect Marketing Services
CEMDirect Marketing Services
SEGMENTATION DEVELOPMENT MATRIX ‐‐ INCEPTION TO IMPACT ON BUSINESS
UPDATE, SEPTEMBER 2009STAGES DISCOVERY ACTIONS/DELIVERABLESOBJECTIVES
CEMDirect Marketing Services
CEMDirect Marketing Services
3.1 Discovery of current sources of customer information and customer data flow throughout Viking
Data Audit
3.2 Creation and analysis of single customer view Evaluation as to suitability, timeliness, accuracy and completeness of data to achieve goals.
4.1 Discovery of Current State of customer segmentation and contact within marketing channels and programs
Customer Audit
4.2 Define value of customers Conduct analyses or examine pre‐existing analyses for:
4.3 Future State – define marketing requirements to reach defined goals
Best Customers
4.4 Uncover the gaps and provide analysis and planning tools for closing and defining CRM value.
Customer Life cycle
Customer Life time value Customer Touchpoint MappingCampaign Management Requirements
5.1 1. Identify and target opportunities to deliver immediate CRM value
Quick Wins
5.2 2. Create concrete goals and measurements Develop and implement test scenarios
5 OPPORTUNITIES ‐‐ prove the CRM Concept
4 VALUATION ‐‐ Your Customers
3 ASSESSMENT ‐‐ Your Data
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