microstrategy customer analysis module reference

Customer Analysis Module Reference

Version: 9.0.2Document Number: 09950902

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Document number: 09950902

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© 2010 MicroStrategy, Inc. v

CONTENTS

Preface Description of Guide .................................................................. ixAbout the Analytics Modules ....................................................x

About this book ..............................................................................xiHow to find business scenarios and examples ........................xiPrerequisites ...........................................................................xiiWho should use this guide......................................................xii

Resources.....................................................................................xiiDocumentation........................................................................xiiEducation...............................................................................xixConsulting...............................................................................xxInternational support ...............................................................xxTechnical Support ...................................................................xx

Feedback ....................................................................................xxv

1. Introduction to the Customer Analysis Module

Business questions that CAM reports can answer ........................ 1Business analysis areas for CAM reports ................................ 2

CAM report features ...................................................................... 3

Introduction to reports, dashboards, and documents .................... 5Accessing reports .................................................................... 6About scorecards and dashboards .......................................... 6About Report Services documents .......................................... 8

About definitions for objects on reports ......................................... 9

About the structure of CAM’s business logic ................................. 9Business concepts and measurements ................................. 10Relationships among business concepts............................... 10Porting an analytics module to your data source................... 11

Contents Customer Analysis Module Reference

vi © 2010 MicroStrategy, Inc.

Introduction to CAM’s physical data storage ............................... 11

2. CAM Scorecards and Documents

Introduction................................................................................ 13Scorecards and dashboards........................................................ 14

Customer Analysis Scorecard................................................ 14Customer Explorer Dashboard .............................................. 16Customer Summary Scorecard.............................................. 17Customer Value Analysis Scorecard ..................................... 18Quarterly Customer Analysis Scorecard................................ 20

3. Acquisition, Attrition, and Retention Analysis

Introduction................................................................................ 23Acquisition, Attrition, and Retention analysis area....................... 23

Acquisition reports ....................................................................... 24Monthly Acquisition Trend...................................................... 24Quarterly Acquisition Trend ................................................... 26

Attrition reports ............................................................................ 27Monthly Attrition Trend........................................................... 28Quarterly Attrition Trend......................................................... 29

Customer Status Summary reports ............................................. 30Customer Status Summary - By Demographics .................... 31Customer Status Summary - By Psychographics .................. 32Monthly Customer Status Summary ...................................... 33Retention and Attrition - By Tenure........................................ 35

Retention reports ......................................................................... 37Monthly Retention Trend ....................................................... 37Quarterly Retention Trend ..................................................... 38

4. Customer Segmentation Analysis

Introduction................................................................................ 41Customer Segmentation analysis area........................................ 41

Customer Distribution reports ...................................................... 42Current Customer Base Segmentation - By Qualifying Customer Characteristics....................................................... 43Current Customer Distribution - By Customer Status ............ 44Current Customer Distribution - By Demographics................ 44Current Customer Distribution - By Lifetime Value ................ 46Current Customer Distribution - By Psychographics.............. 47Customer Distribution - By Geography - Detail...................... 48Customer Distribution Trend.................................................. 49Monthly Customer Distribution - By Profit Decile ................... 50

Customer Analysis Module Reference Contents

© 2010 MicroStrategy, Inc. vii

Monthly Customer Distribution - By Revenue Decile ............. 51Quarterly Customer Distribution - By Geography .................. 52

Financial Contribution reports...................................................... 54Financial Contribution Summary - By Demographics/Psychographics ............................................. 54Financial Contribution Summary - By Geography.................. 55

5. Profitability and Cross Sell Analysis

Introduction................................................................................ 57Profitability and Cross Sell analysis area..................................... 58

Customer Cross Sell reports........................................................ 58Customer Segment Summary................................................ 59Customer Segments - By Product ......................................... 60Monthly Customer Segment Summary - Trend ..................... 61Revenue and Transaction Trend - By Customer Segments .. 62

Customer Migration reports ......................................................... 63Customer Profit Migration Summary...................................... 63Customer Revenue Migration Summary................................ 64

Customer Profitability Profile reports ........................................... 64Customer Profitability - By Demographics ............................. 65Customer Profitability - By Psychographics ........................... 66Customer Profitability - By Revenue Band............................. 67Customer Profitability - By Tenure......................................... 67

Product Cross Sell reports........................................................... 69Customers without Affinity Product ........................................ 69Product Affinity - By Customer Segments.............................. 70Product Affinity - By Customers ............................................. 71Product Affinity - By Transactions.......................................... 72

Product Profitability reports.......................................................... 73Products - By Top 10% Customers........................................ 73Products with Decreasing Revenue....................................... 74Products with Increasing Revenue ........................................ 76Top 10 Products Summary .................................................... 77

A. Definitions for Objects on Reports: Object Glossaries

Introduction................................................................................ 79Custom Groups glossary ............................................................. 80

Metrics glossary........................................................................... 80Attrition and Retention metrics............................................... 81Counts metrics ....................................................................... 81Revenue, Cost, and Dependents metrics .............................. 84

Contents Customer Analysis Module Reference

viii © 2010 MicroStrategy, Inc.

Filters glossary............................................................................. 87Customer Status filters........................................................... 87Metric Qualification filter......................................................... 87Product Affinity filters ............................................................. 88Time filter ............................................................................... 88

Prompts glossary ......................................................................... 89

B. Structure of CAM’s Business Logic: Logical Data Model

Introduction................................................................................ 91Prerequisites................................................................................ 92

CAM logical schema .................................................................... 92

Business hierarchies.................................................................... 94Customer hierarchy................................................................ 94Product hierarchy................................................................. 102Transaction hierarchy .......................................................... 103Time hierarchy ..................................................................... 104

Facts .......................................................................................... 106Revenue fact........................................................................ 106Cost fact............................................................................... 107Index for Customer Counts from Customer Lookup fact...... 107Index for Customer Counts with Historical Status fact......... 108Index for Customer Counts with Transactions fact .............. 108Index for Order Counts fact ................................................. 109

Transformations......................................................................... 109

C. Data Storage: Physical Schema and Data Dictionary

Introduction.............................................................................. 111Prerequisites.............................................................................. 111

CAM physical schema ............................................................... 112

Table information ....................................................................... 114

Table column information .......................................................... 115

Glossary ................................................................................... 125

Index ......................................................................................... 139

© 2010 MicroStrategy, Inc. ix

PREFACE

Description of Guide

This guide is a reference for the MicroStrategy Customer Analysis Module (CAM), part of the MicroStrategy Analytics Modules that come with MicroStrategy Architect. This guide provides a description, usage scenarios, and screen shots for all the packaged reports for CAM. It also provides descriptions of the module’s logical data model and physical schema tables and columns, as well as glossaries for the public objects (metrics, prompts, and filters) and schema objects (attributes and facts).

• Chapter 1, Introduction to the Customer Analysis Module presents an introduction to CAM and provides descriptions and basic procedures to help you understand and work with CAM.

• Chapter 2, CAM Scorecards and Documents presents the CAM scorecards and dashboards, and provides scorecard usage information and screen shots.

• Chapter 3, Acquisition, Attrition, and Retention Analysis presents the first set of CAM reports, within the Acquisition, Retention, and Attrition analysis area.

• Chapter 4, Customer Segmentation Analysis presents the second set of CAM reports, within the Customer Segmentation analysis area.

• Chapter 5, Profitability and Cross Sell Analysis presents the third set of CAM reports, within the Profitability and Cross Sell analysis area.

• Appendix A, Definitions for Objects on Reports: Object Glossaries presents the CAM object glossaries, which provide definitions for all of the attributes and metrics used in the module.

Preface Customer Analysis Module Reference

x © 2010 MicroStrategy, Inc.

• Appendix B, Structure of CAM’s Business Logic: Logical Data Model presents CAM’s logical data model, including a diagram and details for working with attributes and facts.

• Appendix C, Data Storage: Physical Schema and Data Dictionary presents CAM’s default physical schema, including a diagram and details on the schema’s tables and columns.

Consult the Analytics Modules’ Installation and Porting Guide for steps to install and configure your Analytics Modules, and for information on setting up (porting) an Analysis Module to work with your existing data warehouse. The Installation and Porting Guide also provides best practices concepts and procedures for designing and building your own analytical applications using the Analytics Modules as templates.

About the Analytics Modules

MicroStrategy helps you build analytical applications by offering a rapid application development framework consisting of analytical starter kits, development products, and design and development methodologies. There are five Analytics Modules that are built to be portable. You can choose to deploy the Analytics Modules against your existing data warehouse, use one of the packaged physical schemas as the basis of a new data warehouse, or use the modules as templates to build analytical applications.

The components of the Analytics Modules are:

• Analytics Modules

Prepackaged metadata: Best practices reports, scorecards, dashboards, key performance indicators, attributes, business metrics, filters, and custom groups

Default physical and logical data model: Analytics that are designed to work with your physical schemas and data model or with the module’s packaged data warehouse schema

Reference guides: Documentation on each Analysis Module’s data model, the individual analysis areas, metadata object definitions, data dictionary, and individual report use scenarios

• Implementation methodology

Documentation that guides you step-by-step through implementing Analytics Modules against existing data warehouses (known as porting)

Customer Analysis Module Reference Preface

© 2010 MicroStrategy, Inc. About this book xi

Design rules and tenets for designing and developing portable analytical applications

MicroStrategy Architect: A development tool that allows you to map Analytics Modules to existing data warehouses

Documentation for MicroStrategy Desktop and MicroStrategy Architect is available on your MicroStrategy disk, as described fully in the Resources section in this chapter. See the Installation and Porting Guide for a detailed discussion of the Analytics Modules. The Installation and Porting Guide also contains procedures and methodologies to make full use of the Analytics Modules.

About this bookThis book is divided into chapters and reference appendices. Each chapter begins with a brief overview of the chapter’s content.

The following sections provide the location of examples, list prerequisites for using this book, and describe the user roles the information in this book was designed for.

Dates in the MicroStrategy Tutorial project are updated to reflect the current year. The sample documents and images in this guide, as well as the procedures, were created with dates that may no longer be available in the Tutorial project. Replace them with the first year of data in your Tutorial project.

How to find business scenarios and examples

For examples of report features and a basic introduction to the MicroStrategy business intelligence system, use the MicroStrategy Tutorial, which is MicroStrategy’s sample warehouse, metadata, and project. Information about the MicroStrategy Tutorial can be found in the MicroStrategy Basic Reporting Guide.

For extensive examples of metrics, filters, and other report objects, see the MicroStrategy Advanced Reporting Guide.


xii Resources © 2010 MicroStrategy, Inc.

Prerequisites

How you use this document depends on the type of user you are and on your goals for working with the Analytics Modules. See Who should use this guide in this chapter for a description of the various approaches to the Analytics Modules product.

If you intend to evaluate and take advantage of the business value of the modules, you should have:

• Experience with MicroStrategy reports and metrics using MicroStrategy technology

If you intend to implement and customize the modules, you should have:

• Experience with logical data modeling and creating business intelligence applications using MicroStrategy technology

• A basic understanding of relational database management system (RDBMS) concepts and data modeling

Who should use this guide

This document is designed for:

• Business users working with the packaged reports that come with the Analytics Modules

• Business users and administrators evaluating the business value of the Analytics Modules

• Consultants and developers implementing and customizing the Analytics Modules

Resources

Documentation

MicroStrategy provides both manuals and online help; these two information sources provide different types of information, as described below.


© 2010 MicroStrategy, Inc. Resources xiii

Manuals: In general, MicroStrategy manuals provide:

• Introductory information and concepts

• Examples

• Checklists and high-level procedures to get started

Help: In general, MicroStrategy help provides:

• Detailed steps to perform procedures

• Descriptions of each option on every software screen

Manuals

The following manuals are available from your MicroStrategy disk or the machine where MicroStrategy was installed. The steps to access them are below.

Adobe Acrobat Reader is required to view these manuals. If you do not have Acrobat Reader installed on your computer, you can download it from www.adobe.com/products/acrobat/readstep2_allversions.html.

The best place for all users to begin is with the MicroStrategy Basic Reporting Guide.

MicroStrategy Overview

• Introduction to MicroStrategy: Evaluation Guide

Instructions for installing, configuring, and using the MicroStrategy Evaluation Edition of the software. This guide also includes a detailed, step-by-step evaluation process of MicroStrategy features, where you perform reporting with the MicroStrategy Tutorial project and its sample business data.

• MicroStrategy Quick Start Guide

Overview of the installation and evaluation process, and additional resources.

http://www.adobe.com/products/acrobat/readstep2_allversions.html

http://www.adobe.com/products/acrobat/readstep2_allversions.html


xiv Resources © 2010 MicroStrategy, Inc.

• Evaluate MicroStrategy for Linux Guide

Evaluate MicroStrategy for Linux, in a Microsoft Windows or Linux environment, with the MicroStrategy Evaluation Edition Virtual Appliance. This guide provides all details to download, activate, and evaluate MicroStrategy software running in a Linux environment.

• MicroStrategy Reporting Suite Quick Start Guide

Evaluate MicroStrategy as a departmental solution. Provides detailed information to download, install, configure, and use the MicroStrategy Reporting Suite.

• MicroStrategy Jump-Start Project Guide

Create a starter Business Intelligence project with pre-built reports and dashboards available with the Jump-Start project. This project can also be used to create proof-of-concept projects using your own data.

Manuals for Query, Reporting, and Analysis

• MicroStrategy Installation and Configuration Guide

Information to install and configure MicroStrategy products on Windows, UNIX, Linux, and HP platforms, as well as basic maintenance guidelines.

• MicroStrategy Upgrade Guide

Instructions to upgrade existing MicroStrategy products.

• MicroStrategy Project Design Guide

Information to create and modify MicroStrategy projects, and understand facts, attributes, hierarchies, transformations, advanced schemas, and project optimization.

• MicroStrategy Basic Reporting Guide

Instructions to get started with MicroStrategy Desktop and MicroStrategy Web, and how to analyze data in a report. Includes the basics for creating reports, metrics, filters, and prompts.

• MicroStrategy Advanced Reporting Guide

Instructions for advanced topics in the MicroStrategy system, building on information in the Basic Reporting Guide. Topics include reports, Freeform SQL reports, Query Builder reports, filters, metrics, Data Mining Services, custom groups, consolidations, and prompts.


© 2010 MicroStrategy, Inc. Resources xv

• MicroStrategy Report Services Document Creation Guide

Instructions to design and create Report Services documents, building on information in the Basic Reporting Guide and Advanced Reporting Guide.

• MicroStrategy OLAP Services Guide

Information on MicroStrategy OLAP Services, which is an extension of MicroStrategy Intelligence Server. OLAP Services features include Intelligent Cubes, derived metrics, derived elements, dynamic aggregation, view filters, and dynamic sourcing.

• MicroStrategy Office User Guide

Instructions for using MicroStrategy Office to work with MicroStrategy reports and documents in Microsoft® Excel, PowerPoint, Word, and Outlook, to analyze, format, and distribute business data.

• MicroStrategy Mobile User Guide

Instructions for using MicroStrategy Mobile to view and analyze data, and perform other business tasks with MicroStrategy reports and documents on a mobile device. Covers installation and configuration of MicroStrategy Mobile and how a designer working in MicroStrategy Desktop or MicroStrategy Web can create effective reports and documents for use with MicroStrategy Mobile.

• MicroStrategy System Administration Guide Volume 1

Concepts and high-level steps to implement, deploy, maintain, tune, and troubleshoot a MicroStrategy business intelligence system.

• MicroStrategy System Administration Guide Volume 2

Concepts and high-level steps for using various administrative tools such as MicroStrategy Command Manager, MicroStrategy Enterprise Manager, MicroStrategy Integrity Manager, and MicroStrategy Health Center.

• MicroStrategy Functions Reference

Function syntax and formula components; instructions to use functions in metrics, filters, attribute forms; examples of functions in business scenarios.

• MicroStrategy MDX Cube Reporting Guide

Information to integrate MicroStrategy with MDX cube sources. You can integrate data from MDX cube sources such as SAP BW, Microsoft


xvi Resources © 2010 MicroStrategy, Inc.

Analysis Services, and Hyperion Essbase into your MicroStrategy projects and applications.

• MicroStrategy Web Services Administration Guide

Concepts and tasks to install, configure, tune, and troubleshoot MicroStrategy Web Services.

Manuals for Analytics Modules

• Analytics Modules Installation and Porting Guide

• Customer Analysis Module Reference

• Sales Force Analysis Module Reference

• Financial Reporting Analysis Module Reference

• Sales and Distribution Analysis Module Reference

• Human Resources Analysis Module Reference

Manuals for Information Delivery and Alerting Products

• MicroStrategy Narrowcast Server Getting Started Guide

Instructions to work with the tutorial to learn Narrowcast Server interfaces and features.

• MicroStrategy Narrowcast Server Installation and Configuration Guide

Information to install and configure Narrowcast Server.

• MicroStrategy Narrowcast Server Application Designer Guide

Fundamentals of designing Narrowcast Server applications.

• MicroStrategy Narrowcast Server System Administrator Guide

Concepts and high-level steps to implement, maintain, tune, and troubleshoot Narrowcast Server.

• MicroStrategy Narrowcast Server Upgrade Guide

Instructions to upgrade an existing Narrowcast Server.


© 2010 MicroStrategy, Inc. Resources xvii

Software Development Kits

• MicroStrategy Developer Library (MSDL)

Information to understand the MicroStrategy SDK, including details about architecture, object models, customization scenarios, code samples, and so on.

• MicroStrategy Web SDK

The Web SDK is available in the MicroStrategy Developer Library, which is sold as part of the MicroStrategy SDK.

• Narrowcast Server SDK Guide

Instructions to customize Narrowcast Server functionality, integrate Narrowcast Server with other systems, and embed Narrowcast Server functionality within other applications. Documents the Narrowcast Server Delivery Engine and Subscription Portal APIs, and the Narrowcast Server SPI.

To access the installed manuals and other documentation sources, see the following procedures:

• To access installed manuals on Windows, page xvii

• To access installed manuals on UNIX and Linux, page xviii

To access installed manuals on Windows

1 From the Windows Start menu, choose Programs (or All Programs), MicroStrategy, then Product Manuals. A page opens in your browser showing a list of available manuals in PDF format and other documentation sources.

2 Click the link for the desired manual or other documentation source.

3 The Narrowcast Services SDK Guide must be downloaded. When you select this guide, the File Download dialog box opens. Select Open this file from its current location, and click OK.

If bookmarks are not visible on the left side of an Acrobat (PDF) manual, from the View menu click Bookmarks and Page. This step varies slightly depending on your version of Adobe Acrobat Reader.


xviii Resources © 2010 MicroStrategy, Inc.

To access installed manuals on UNIX and Linux

1 Within your UNIX or Linux machine, navigate to the directory where you installed MicroStrategy. The default location is /opt/MicroStrategy, or $HOME/MicroStrategy/install if you do not have write access to /opt/MicroStrategy.

2 From the MicroStrategy installation directory, open the Documentation folder.

3 Open the Product_Manuals.htm file in a web browser. A page opens in your browser showing a list of available manuals in PDF format and other documentation sources.

4 Click the link for the desired manual or other documentation source.

5 The Narrowcast Services SDK Guide must be downloaded. When you select this guide, the File Download dialog box opens. Select Open this file from its current location, and click OK.

If bookmarks are not visible on the left side of an Acrobat (PDF) manual, from the View menu click Bookmarks and Page. This step varies slightly depending on your version of Adobe Acrobat Reader.

Help

MicroStrategy provides several ways to access help:

• Help button: Use the Help button or ? (question mark) icon on most software windows to see help for that window.

• Help menu: From the Help menu or link at the top of any screen, select MicroStrategy Help to see the table of contents, the Search field, and the index for the help system.

• F1 key: Press F1 to see context-sensitive help that describes each option in the software window you are currently viewing.


© 2010 MicroStrategy, Inc. Resources xix

Documentation standards

MicroStrategy online help and PDF manuals (available both online and in printed format) use standards to help you identify certain types of content. The following table lists these standards.

These standards may differ depending on the language of this manual; some languages have rules that supersede the table below.

Education

MicroStrategy Education Services provides a comprehensive curriculum and highly skilled education consultants. Many customers and partners from over 800 different organizations have benefited from MicroStrategy instruction. For a detailed description of education offerings and course curriculums, visit www.microstrategy.com/Education.

Type Indicates

bold • button names, check boxes, options, lists, and menus that are the focus of actions or part of a list of such GUI elements and their definitions

• text to be entered by the userExample: Click Select Warehouse.Example: Type cmdmgr -f scriptfile.scp and press ENTER.

italic • new terms defined within the text and in the glossary• names of other product manuals• when part of a command syntax, indicates variable information to be replaced by the

userExample: The aggregation level is the level of calculation for the metric.Example: Type copy c:\filename d:\foldername\filename

Courier font

• calculations• code samples• registry keys• path and file names• URLs• messages displayed in the screen

Example: Sum(revenue)/number of months.

+ A keyboard command that calls for the use of more than one key (for example, SHIFT+F1)

A note icon indicates helpful information for specific situations.

A warning icon alerts you to important information such as potential security risks; these should be read before continuing.

www.microstrategy.com/Education


xx Resources © 2010 MicroStrategy, Inc.

Consulting

MicroStrategy Consulting Services provides proven methods for delivering leading-edge technology solutions. Offerings include complex security architecture designs, performance and tuning, project and testing strategies and recommendations, strategic planning, and more. For a detailed description of consulting offerings, visit www.microstrategy.com/Consulting.

International support

MicroStrategy supports several locales. Support for a locale typically includes native database and operating system support, support for date formats, numeric formats, currency symbols, and availability of translated interfaces and certain documentation.

MicroStrategy is certified in homogeneous configurations (where all the components lie in the same locale) in the following languages—English (US), French, German, Italian, Japanese, Korean, Portuguese (Brazilian), Spanish, Chinese (Simplified), Chinese (Traditional), Danish, and Swedish. For information on specific languages supported by individual MicroStrategy system components, see the MicroStrategy readme.

MicroStrategy also provides limited support for heterogeneous configurations (where some of the components may lie in different locales). Please contact MicroStrategy Technical Support for more details.

A translated user interface is available in each of the above languages.

Technical Support

If you have questions about a specific MicroStrategy product, you should:

1 Consult the product guides, Help, and readme files. Locations to access each are described above.

2 Consult the MicroStrategy Knowledge Base online at https://resource.microstrategy.com/support.

A technical administrator in your organization may be able to help you resolve your issues immediately.

https://resource.microstrategy.com/support

www.microstrategy.com/Education


© 2010 MicroStrategy, Inc. Resources xxi

3 If the resources listed in the steps above do not provide a solution, contact MicroStrategy Technical Support directly. To ensure the most productive relationship with MicroStrategy Technical Support, review the Policies and Procedures document in your language, posted at http://www.microstrategy.com/Support/ Policies. Refer to the terms of your purchase agreement to determine the type of support available to you.

MicroStrategy Technical Support can be contacted by your company’s Support Liaison. A Support Liaison is a person whom your company has designated as a point-of-contact with MicroStrategy’s support personnel. All customer inquiries and case communications must come through these named individuals. Your company may designate two employees to serve as their Support Liaisons, and can request to change their Support Liaisons two times per year with prior written notice to MicroStrategy Technical Support.

It is recommended that you designate Support Liaisons who have MicroStrategy Administrator privileges. This can eliminate security conflicts and improve case resolution time. When troubleshooting and researching issues, MicroStrategy Technical Support personnel may make recommendations that require administrative privileges within MicroStrategy, or that assume that the designated Support Liaison has a security level that permits them to fully manipulate the MicroStrategy projects and has access to potentially sensitive project data such as security filter definitions.

Ensure issues are resolved quickly

Before logging a case with MicroStrategy Technical Support, the Support Liaison may follow the steps below to ensure that issues are resolved quickly:

1 Verify that the issue is with MicroStrategy software and not a third party software.

2 Verify that the system is using a currently supported version of MicroStrategy software by checking the Product Support Expiration Schedule at http://www.microstrategy.com/Support/ Expiration.asp.

3 Attempt to reproduce the issue and determine whether it occurs consistently.

4 Minimize the complexity of the system or project object definition to isolate the cause.

http://www.microstrategy.com/Support/Policies

http://www.microstrategy.com/Support/Expiration.asp





xxii Resources © 2010 MicroStrategy, Inc.

5 Determine whether the issue occurs on a local machine or on multiple machines in the customer environment.

6 Discuss the issue with other users by posting a question about the issue on the MicroStrategy Customer Forum at https://resource.microstrategy.com/forum/.

The following table shows where, when, and how to contact MicroStrategy Technical Support. If your Support Liaison is unable to reach MicroStrategy Technical Support by phone during the hours of operation, they can leave a voicemail message, send email or fax, or log a case using the Online Support Interface. The individual Technical Support Centers are closed on certain public holidays.

North America Email: [email protected] Web: https://resource.microstrategy.com/support Fax: (703) 842–8709 Phone: (703) 848–8700 Hours: 9:00 A.M.–7:00 P.M. Eastern Time, Monday–Friday except holidays

EMEA:EuropeThe Middle EastAfrica

Email: [email protected] Web: https://resource.microstrategy.com/support Fax: +44 (0) 208 711 2525 The European Technical Support Centre is closed on national public holidays in each country.Phone:

• Belgium: + 32 2792 0436• France: +33 17 099 4737• Germany: +49 22 16501 0609• Ireland: +353 1436 0916• Italy: +39 023626 9668• Poland: +48 22 321 8680• Scandinavia & Finland: +46 8505 20421• Spain: +34 91788 9852• The Netherlands: +31 20 794 8425• UK: +44 (0) 208 080 2182• International distributors: +44 (0) 208 080 2183

Hours:• United Kingdom: 9:00 A.M.–6:00 P.M. GMT, Monday-Friday except holidays• EMEA (except UK): 9:00 A.M.–6:00 P.M. CET, Monday-Friday except holidays

https://resource.microstrategy.com/forum/

Web: https://resource.microstrategy.com/support



© 2010 MicroStrategy, Inc. Resources xxiii

Support Liaisons should contact the Technical Support Center from which they obtained their MicroStrategy software licenses or the Technical Support Center to which they have been designated.

Required information when calling

When contacting MicroStrategy Technical Support, please provide the following information:

• Personal information:

Name (first and last)

Company and customer site (if different from company)

Contact information (phone and fax numbers, e-mail addresses)

• Case details:

Configuration information, including MicroStrategy software product(s) and versions

Asia Pacific Email: [email protected] Web: https://resource.microstrategy.com/support Phone:

• Australia: +61 2 9333 6499• Korea: +82 2 560 6565 Fax: +82 2 560 6555• Japan: +81 3 3511 6720 Fax: +81 3 3511 6740• Singapore: +65 6303 8969 Fax: +65 6303 8999• Asia Pacific (except Australia, Japan, Korea, and Singapore): +86 571 8526 8067 Fax: +86

571 8848 0977Hours:

• Japan and Korea: 9:00 A.M.–6:00 P.M. JST (Tokyo), Monday-Friday except holidays• Asia Pacific (except Japan and Korea): 7 A.M.-6 P.M. (Singapore) Monday-Friday except

holidays

Latin America Email: [email protected] Web: https://resource.microstrategy.com/support Phone:

• LATAM (except Brazil and Argentina): +54 11 5222 9360 Fax: +54 11 5222 9355• Argentina: 0 800 444 MSTR Fax: +54 11 5222 9355• Brazil: +55 11 3054 1010 Fax: +55 11 3044 4088

Hours: • Latin America (except Brazil): 9:00 A.M.–7:00 P.M. (Buenos Aires), Monday-Friday except

holidays • Brazil: 9 A.M. - 6 P.M. (São Paulo), Monday–Friday except holidays




xxiv Resources © 2010 MicroStrategy, Inc.

Full description of the case including symptoms, error messages(s), and steps taken to troubleshoot the case thus far

• Business/system impact

If this is the Support Liaison’s first call, they should also be prepared to provide the following:

• Street address

• Phone number

• Fax number

• Email address

To help the Technical Support representative resolve the problem promptly and effectively, be prepared to provide the following additional information:

• Case number: Please keep a record of the number assigned to each case logged with MicroStrategy Technical Support, and be ready to provide it when inquiring about an existing case

• Software version and product registration numbers of the MicroStrategy software products you are using

• Case description:

What causes the condition to occur?

Does the condition occur sporadically or each time a certain action is performed?

Does the condition occur on all machines or just on one?

When did the condition first occur?

What events took place immediately prior to the first occurrence of the condition (for example, a major database load, a database move, or a software upgrade)?

If there was an error message, what was its exact wording?

What steps have you taken to isolate and resolve the issue? What were the results?

• System configuration (the information needed depends on the nature of the problem; not all items listed below may be necessary):

Computer hardware specifications (processor speed, RAM, disk space, and so on)


© 2010 MicroStrategy, Inc. Feedback xxv

Network protocol used

ODBC driver manufacturer and version

Database gateway software version

(For MicroStrategy Web-related problems) browser manufacturer and version

(For MicroStrategy Web-related problems) Web server manufacturer and version

If the issue requires additional investigation or testing, the Support Liaison and the MicroStrategy Technical Support representative should agree on certain action items to be performed. The Support Liaison should perform any agreed-upon actions before contacting MicroStrategy Technical Support again regarding the issue. If the Technical Support representative is responsible for an action item, the Support Liaison may call MicroStrategy Technical Support at any time to inquire about the status of the issue.

FeedbackPlease send any comments or suggestions about user documentation for MicroStrategy products to:

[email protected]

Send suggestions for product enhancements to:

[email protected]

When you provide feedback to us, please include the name and version of the products you are currently using. Your feedback is important to us as we prepare for future releases.

© 2010 MicroStrategy, Inc. Business questions that CAM reports can answer 1

11.INTRODUCTION TO THE CUSTOMER ANALYSIS MODULE

Introduction

Understanding what motivates customers to do business with an organization is a fundamental aspect of today’s customer-centric business environment. To succeed, organizations must quickly identify changes in customer tastes and preferences and act to improve the overall customer experience. The MicroStrategy Customer Analysis Module (CAM) is designed to provide deep insight into customer behavior. This insight in turn allows you to reduce attrition of profitable customers, optimize customer profitability, and identify appropriate cross sell opportunities.

CAM assists analysts, managers, and executives to obtain insight into the various factors that drive customer profitability.

Business questions that CAM reports can answer

Knowledge about customer behavior can be gleaned from packaged MicroStrategy analytics which include reports, scorecards (a specific

Introduction to the Customer Analysis Module Customer Analysis Module Reference1

2 Business questions that CAM reports can answer © 2010 MicroStrategy, Inc.

collection of related reports), and dashboards (a collection of related reports customized for optimum display). In addition, some reports show summarized information to help you see trends, while others display very specific, detailed data about your customers.

The analytics in CAM can be used to answer questions such as the following:

• Which customers have lapsed? Which are spending less? How have customer acquisition, attrition, and retention rates changed over time?

• Which customers are contributing to profitability and which are not?

• What is the impact of customer longevity on customer retention and attrition?

• How do specific customer characteristics, such as income range and household size, impact revenue? How have customer demographics and psychographics changed over time?

• What percentage of my revenue is contributed by a given segment of customers? What are the revenue, profit, and margin contributions of customers by customer profile?

• What is the revenue loss attributable to customer attrition?

• Which customers have changed their buying behavior over the past year? How has the average transaction size changed?

• What are the characteristics of my most profitable customers, and what products are my top customers buying?

• Which products show an increasing sales momentum? Which products sell well together?

• Which customers are most likely to take advantage of a product cross sell campaign? Which product should be offered?

Business analysis areas for CAM reports

CAM is grouped into the following general analysis areas:

• Acquisition, Attrition, and Retention

Customer Analysis Module Reference Introduction to the Customer Analysis Module 1

© 2010 MicroStrategy, Inc. CAM report features 3

Acquisition, attrition, and retention analysis helps your organization understand why customers are being acquired, defecting, or choosing to stay (retained). Through analysis in this area you can identify key attrition trends and indicators, which can help you develop effective customer retention programs.

For acquisition, attrition, and retention reports, see Chapter 3, Acquisition, Attrition, and Retention Analysis.

• Customer Segmentation

As part of the marketing function, customer segmentation helps your organization understand its customer base by identifying detailed customer profiles and buying behavior. Analysis in the segmentation area focuses on customer distribution.

For customer segmentation reports, see Chapter 4, Customer Segmentation Analysis.

• Profitability and Cross Sell Analysis

Profitability analysis helps your organization understand who your top customers are, their buying preferences, and changes in their interaction patterns over time.

Cross sell analysis focuses on identifying the appropriate target audience and products for designing cross sell campaigns based on customer preferences and product affinity analysis.

For profitability and cross sell reports, see Chapter 5, Profitability and Cross Sell Analysis.

CAM report featuresCAM is built using the MicroStrategy business intelligence platform and takes advantage of the rich reporting and analytical features of MicroStrategy products:

• Reporting flexibility: Dynamic prompts allow you to define report templates on the fly and select filter conditions to be used at run time.

• Rich formatting: Reports use advanced MicroStrategy formatting features, such as thresholds to highlight important trends, page-by to move quickly to summary information, graphs to display data three-dimensionally or by line or column, and so on. For example, the


4 CAM report features © 2010 MicroStrategy, Inc.

Customer Profitability by Demographics report includes a threshold, so that the data displaying the profit-to-revenue margin appears in bold red font when the margin is less than or equal to five percent.

• Segmentation and custom group capabilities: You can define sets of elements (segments) that meet certain conditions, and view data on the defined segments. For example, you can group customers in a particular way such as by a specific demographic or psychographic attribute (like Gender or Education level) and then view information for the defined custom group.

• Ad hoc analysis: You can create additional reports based on existing attributes or metrics, or create new reports to address specific reporting needs.

• Dashboards: You can combine data from different sources into one document and display the data graphically at a high level, making it visually appealing and easy to understand. You can combine grids, graphs, text, and special dashboard images to create a quick overview of key performance indicators (KPIs).

• Scorecards: You can combine several reports into one document, including different display modes such as graph and grid.

• Report Services documents: A document is a set of data with extensive formatting properties applied. When creating a document, you can specify what data appears, control how it will be laid out and formatted, and how it should be grouped. You can insert pictures and draw borders in the document. All of these capabilities allow you to create reports that are suitable for presentation to management or printing for boardroom quality material.

• Advanced metrics: Advanced metrics include, for example, % of All Revenue by Product which presents the percentage of revenue for a product compared to all products, or Cost (Dimensionality All Customers) which places customers within profit bands (deciles, or groups of 10%) depending on their profitability.

• Advanced drilling: You can navigate (or drill) from highly summarized information down to attributes and other data details. For example, in the Customer Profit Migration Summary report, you can drill down from a profit band such as High (a profit band is a segment of customers ranked according to profitability) and see the list of customer names within that band as well as view report data details.


© 2010 MicroStrategy, Inc. Introduction to reports, dashboards, and documents 5

For a more in-depth introduction to MicroStrategy query and reporting features as well as an interactive tutorial, see the MicroStrategy Basic Reporting Guide.

Predictive Analysis: The CAM project includes a Predictive Analysis folder which contains objects used to demonstrate Data Mining Services. These objects are not intended to be used in a production environment or with any data other than that provided in the out-of-the-box CAM metadata.

Introduction to reports, dashboards, and documents

This reference guide describes the reports and documents that summarize the CAM analysis areas. This guide also describes the general analysis areas within CAM and presents the reports within each analysis area that come with CAM.

Each general analysis area provides a short introduction to the area, explaining the analysis challenges and presenting the list of packaged reports that belong to that general reporting area.

For each report, scorecard, or document, this guide provides:

• A description of its business value

• Typical usage scenarios

• A screen shot with sample data

The sample data warehouse that supplies information for the sample reports is updated regularly. As a result, data that appears in images in this guide may not always coincide exactly with the data returned for a sample report in the software.

• A description of how data is qualified

Report Services documents can only be displayed in a server connection (a three-tier environment). You must be connected to MicroStrategy Intelligence Server. Additionally, to display a document, you must have MicroStrategy Report Services. See the MicroStrategy Installation and Configuration Guide for information on connecting to Intelligence Server and the MicroStrategy Report Services Document Creation Guide for details on documents.


6 Introduction to reports, dashboards, and documents © 2010 MicroStrategy, Inc.

Accessing reports

All the CAM reports and scorecards are stored in the Reports folder of the Customer Analysis Module project.

To access reports

1 From the Windows Start button, point to Programs, then MicroStrategy, then Desktop, and select Desktop.

2 Enter your user name and password, and click OK. The default user name is Administrator with the password field left blank. If your system administrator has changed this, contact that person to get a user name and password.

3 From the Folder List area, expand the Analytics Modules.

4 Expand the Customer Analysis Module.

5 Expand Public Objects, and expand Reports. All CAM reports and scorecards are located in this Reports folder.

About scorecards and dashboards

Scorecards and dashboards are popular ways to display and distribute data from business intelligence projects. In MicroStrategy, dashboards and scorecards are types of Report Services documents.

A Report Services document is a set of data and formatting properties that, when executed, can produce an attractive presentation-quality report. For more information on Report Services documents, see About Report Services documents, page 8.

The information in this section is intended as a brief overview of scorecards and dashboards.


© 2010 MicroStrategy, Inc. Introduction to reports, dashboards, and documents 7

Scorecards

Scorecards provide you with a high-level summary of key performance indicators (KPIs) for a given analysis area. They accomplish this by displaying data of actual performance compared to planned targets and benchmarks.

Scorecards are made up of several combined base reports. Scorecards are a good starting point for any Analysis Module because scorecards comprise the most common or most important reports within a given analysis area. From the data returned on a scorecard, you can formulate ideas for further, more detailed exploration. See Accessing Reports in this chapter for steps to open a CAM scorecard.

Scorecards are laid out to help you with the information-gathering process. The most general information is found at the top left of the scorecard, and the reports get more detailed as you move left to right, top to bottom. The scorecards that come with CAM are described in chapter 2.

Dashboards

Dashboards, like scorecards, are made up of a group of reports and metrics that are tied together by business logic. Scorecards typically follow a specific methodology and focus on key metrics within a business area. Dashboards, on the other hand, also provide key metrics but tend to summarize business intelligence information more widely.

Dashboards allow you to display information customized to your audience. Audiences might include executives, managers, or particular groups within the company such as Marketing or Sales. In some cases, you may choose to provide information to partners or customers. Among other things, dashboards let you:

• Add interactivity to a document, so that analysts can select various options directly on the document to display the specific data they are interested in

• Choose a uniform coloring scheme or display information using your company’s standard Web page style

• Add links wherever necessary

• Choose the appropriate graphs, images, and colors for better presentation and to highlight specific data, trends, and deviation from certain trends, as well as to provide visual cues


8 Introduction to reports, dashboards, and documents © 2010 MicroStrategy, Inc.

• Share the dashboard using Desktop, Web, or via e-mail using Narrowcast Server

About Report Services documents

A MicroStrategy Report Services document is a set of data and formatting properties that, when executed, can produce an attractive presentation-quality report. There are several types of Report Services documents, including the following:

• Scorecards and dashboards: Designed for visual impact, these documents provide a distilled view of the business, organized in adaptive sections or zones.

• Managed metrics reports: With a quantitative focus, these documents present lists of metrics or process-driven tabular views of the business.

• Production and operational reports: Designed for production operations management, these documents present data in hierarchical categories or bands and can span across hundreds of printed pages.

• Invoices and statements: These documents use the transaction and sub-transaction level data necessary for billing, collection, and customer service.

• Business reports: Designed for financial and other statutory business reporting, these documents present comprehensive data in print and electronic forms.

See the other MicroStrategy Analytics Modules and the MicroStrategy Tutorial for examples of other types of Report Services documents.

Accessing documents

To open a document that has already been created

1 From a project in MicroStrategy Desktop or Web, navigate to the folder containing the document.

2 Do one of the following depending on which interface you are using:

• In MicroStrategy Web, click the document name or icon. The document displays.


© 2010 MicroStrategy, Inc. About definitions for objects on reports 9

• In MicroStrategy Desktop, double-click the document name or icon. It opens in PDF View.

For complete details on viewing, creating, and working with documents, see the MicroStrategy Report Services Document Creation Guide.

About definitions for objects on reportsThe objects used in the CAM reports are presented in glossaries in Appendix A of this reference guide. The glossaries include descriptions of the public objects (metrics, custom groups, filters, and prompts) that make up CAM. For details, see Definitions for Objects on Reports: Object Glossaries in Appendix A of this guide.

For additional details on any CAM object, see the MicroStrategy project definitions in the Schema Objects and Public Objects folders.

About the structure of CAM’s business logicCAM’s logical data model (also called the multidimensional model) is presented in Appendix B, Structure of CAM’s Business Logic: Logical Data Model in this reference guide. The logical data model is the group of attributes (business concepts) and facts (measures, or logical pieces of data that can be analyzed) that make up an Analysis Module, arranged in specific sequences to reflect a business structure or business logic. A logical data model also shows how that business logic maps to the physical schema (data elements in a data warehouse). For details on logical data modeling, see the data modeling section in the MicroStrategy Basic Reporting guide.

The logical schema diagram is available in an Erwin file, located in Program Files\MicroStrategy\Analytics Modules\CAM\CA.er1. For additional details, see Chapter B, Structure of CAM’s Business Logic: Logical Data Model.

The documentation assumes you have prior experience with logical data modeling and creating business intelligence applications using MicroStrategy technology.


10 About the structure of CAM’s business logic © 2010 MicroStrategy, Inc.

Business concepts and measurements

Business concepts, such as year or customer, are generally represented in MicroStrategy as attributes. Measurements, such as profit or revenue, are usually represented as facts.

To get full details about any attribute or fact in any Analysis Module, use the Attribute Editor. You can view such information as definitions, properties, mapping methods, source tables, and so on.

To view attribute or fact details

1 From MicroStrategy Desktop, open the Customer Analysis Module.

2 Open the Schema Objects folder.

• Attributes can be found in the Attributes folder.

• Facts can be found in the Facts folder.

3 Double-click the individual attribute or fact. The Attribute Editor automatically opens and displays details about the selected object.

Relationships among business concepts

The attributes and facts in the logical data model are arranged in a specific sequence to reflect business logic. This arranged structure is called a hierarchy (sometimes also called a dimension).

The analysis hierarchies for each module include a number of hierarchies through which data can be summarized. For example, for CAM, data can be analyzed through such hierarchies as customer, product, transaction, and time.

Default analysis hierarchies can be easily customized and extended to support analysis structures required for each company. See the Structure of CAM’s Business Logic: Logical Data Model in Appendix B and Data Storage: Physical Schema and Data Dictionary in Appendix C in this guide for additional details.


© 2010 MicroStrategy, Inc. Introduction to CAM’s physical data storage 11

Porting an analytics module to your data source

The MicroStrategy Analytics Modules are designed around the concept of portability. Portability is the ability of an analytical application to be integrated into an existing data warehouse. Porting a given analytical application involves remapping the application’s logical data model to an existing physical data warehouse schema while retaining the logical data model definition.

The MicroStrategy Analytics Modules are designed to be independent from data structures. CAM’s logical data model and reports can work with the physical data schema they come with, or with almost any other physical schema (such as your own data warehouse) containing the same or similar data elements. See the Installation and Porting Guide for more information on porting and detailed steps to use this feature.

Introduction to CAM’s physical data storageThe physical schema for CAM’s default data warehouse is presented in Appendix C of this reference guide.

• You can use this default warehouse as a starter point for creating your own data warehouse in the customer analysis area.

• You can use it as a template for building analytical applications.

• You can port CAM’s logical data model to your own existing data warehouse.

See the Installation and Porting Guide for details on any of these approaches to the Analytics Modules.

This reference guide contains the physical schema diagram for the default data warehouse and also provides descriptions of all the tables and columns in the default data warehouse, as well as their purposes.

The default physical schema definition is also available in an Erwin file, which is located in Program Files\MicroStrategy\Analytics Modules\CAM\CA.er1.

The documentation assumes you are familiar with basic RDBMS concepts and Erwin data modeling.

© 2010 MicroStrategy, Inc. 13

22.CAM SCORECARDS AND DOCUMENTS

Introduction

Scorecards provide a high-level summary of key performance indicators (KPIs) for a given analysis area. They accomplish this by displaying actual, recorded performance data compared to planned targets and benchmarks. Scorecards are made up of several base reports (called datasets) that, when combined, provide you with a general overview of a given analysis area. These datasets are displayed in a MicroStrategy Report Services document.

A document is a set of data and formatting properties that, when executed, display an attractive, presentation-quality report. When creating a document, you can specify what data appears, control its layout and formatting, and how it is grouped. In addition, you can insert pictures and draw borders in the document. All of these capabilities allow you to create reports that are suitable to present to management or to print as boardroom quality material. A dashboard is a type of document in MicroStrategy.

This chapter provides information, usage scenarios, screen shots, and details for the Customer Analysis Module’s (CAM) documents. The Customer Analysis documents are available in the CAM Reports\Scorecards and Dashboards folder; see Accessing reports, page 6 and Accessing documents, page 8. For complete details about working with MicroStrategy

CAM Scorecards and Documents Customer Analysis Module Reference2

14 Scorecards and dashboards © 2010 MicroStrategy, Inc.

documents, see the MicroStrategy Report Services Document Creation Guide.

Report Services documents can only be displayed in a server connection (a three-tier or four-tier environment). You must be connected to MicroStrategy Intelligence Server. Additionally, to display a Report Services document, you must have the MicroStrategy Report Services product. Resources:

• For information on connecting to Intelligence Server, see the MicroStrategy Installation and Configuration Guide.

• For details on Report Services documents, see the MicroStrategy Report Services Document Creation Guide.

Scorecards and dashboards

Customer Analysis Scorecard

This scorecard summarizes customer information from the most general level, such as trends in lost customers based on customer longevity (tenure), to the most detailed level, such as the top ten most profitable customers.

Customer Analysis Module Reference CAM Scorecards and Documents 2

© 2010 MicroStrategy, Inc. Scorecards and dashboards 15

Scorecard layout and display

The datasets included in this scorecard are:

• Quarterly New Customers Trend by Lifetime Value Score

• Quarterly Lost Customers Trend by Lifetime Value Score

• Q3 Revenue by Customer Region

• Q3 Top 10 Customers by Profit

You can find these datasets under Datasets in the project's Dashboards and Scorecards folder.

Usage scenarios

This scorecard is a helpful starting point to get a general picture of customer activity and other customer-related measurements.



Customer Explorer Dashboard

This interactive dashboard lets you filter the customer base according to several demographic variables. These variables include customer gender, marital status, lifetime value, and income range.

This dashboard is designed to be viewed in MicroStrategy Web with one of the DHTML display modes enabled.


The datasets included in this dashboard are:

• Average Revenue per Transaction

• Average Transactions per Customer

• Number of Customers

• Revenue Profit and Margins

• Top Categories

• List of Customers




Usage scenarios

When viewed in MicroStrategy Web, you can select the demographics you want to filter the data by. Then you can select various attribute elements by which to segment the customer base. This allows you to see more detail on the information you care about.

Customer Summary Scorecard

This summary scorecard profiles the customer base to identify common customer characteristics, and provides an overview of customer acquisition, attrition, and retention.




The datasets included in the Customer Summary Scorecard are:

• Monthly Acquisition Trend - Q4

• Monthly Attrition Trend - Q4

• Monthly Retention Trend - Q4

• Acquisition, Attrition, and Retention Rate Q4

• Customer Counts by Customer Attributes


Usage scenarios

This scorecard is a helpful starting point to get a general picture of customer activity and other customer-related measurements.

Customer Value Analysis Scorecard

This scorecard provides a complete summary of a customer’s profile, including descriptive and predictive information. It also displays a recommendation for action based on the predictive data.




The datasets included in this scorecard are:

• Buyer Propensity

• Customer Attributes

• Customer Propensity


Usage scenarios

Select from among various customers to see an individual customer’s profile, current status, value predictors, and recommended actions to take based on the data displayed.



Quarterly Customer Analysis Scorecard

This document shows trends in customer acquisition, attrition, and retention. The document also displays customer demographics such as income range and age range.

The Quarterly Customer Analysis document helps you visualize changes in trends that have occurred during a selected time period, as well as any related impact on revenue.

Document layout and display

This document is made up of the following datasets:

• Acquisition, Attrition, and Retention Rate Q4

• Customer Distribution by Income Range

• Monthly Acquisition Trend - Q4



• Monthly Attrition Trend - Q4

• Monthly Retention Trend - Q4

• Quarterly Acquisition Trend - Q4

• Quarterly Attrition Trend - Q4

• Quarterly Retention Trend - Q4

• Sales and Demographic Details


Usage scenarios

Customer managers can use this scorecard to get a general overview of trends within the customer base, as well as the mix of customers that make up the customer base. The scorecard data can be used to develop potential opportunities for greater revenue, as well as actions to prevent a potential drop in sales.

Document details

• Qualifications: This document includes a static filter on the last quarter of data in the sample data warehouse. The filter can be modified to fit your specific requirements either by changing the time period or by providing a dynamic selection (a prompt) that allows users to choose a time period.

• Report details and metric definitions: For details about the datasets and metrics used in this document, see the MicroStrategy project folder Public Objects\Reports\Scorecards and Dashboards \Datasets.

• Additional details: This document includes a number of supporting elements to help users working with either electronic or printed documents. These elements include the document title, date and time, and document author.

© 2010 MicroStrategy, Inc. Acquisition, Attrition, and Retention analysis area 23

33.ACQUISITION, ATTRITION, AND RETENTION ANALYSIS

Introduction

This chapter provides reference information for the reports that come with the Customer Analysis Module (CAM) as part of CAM’s Acquisition, Attrition, and Retention analysis area. It presents detailed information on each report in this analysis area, including usage scenarios, screen shots, and reporting details. The reports are available in the CAM Reports folder; see Accessing reports, page 6.

For information on the attributes and metrics included in the reports, see Appendix A, Definitions for Objects on Reports: Object Glossaries.

Acquisition, Attrition, and Retention analysis area

Acquisition, attrition, and retention analysis helps your organization understand why customers are being acquired, defecting, or choosing to stay (retained). Through analysis in this area you can identify key attrition trends

Acquisition, Attrition, and Retention Analysis Customer Analysis Module Reference3

24 Acquisition reports © 2010 MicroStrategy, Inc.

and indicators, which in turn can help you develop effective customer retention programs.

The Acquisition, Attrition, and Retention analysis area is divided into the following subsections, each with its own focused reports:

• Acquisition analysis is focused on identifying basic trends in customer acquisition.

• Attrition analysis is focused on identifying trends and profiles of defecting customers.

• Customer Status Summary analysis provides an in-depth focus on customer profiles, based on their relationship status with your organization.

• Retention analysis is focused on analyzing your success in retaining customers.

Acquisition reportsThis analysis area is focused on identifying basic trends in customer acquisition.

The reports included in this subsection are:

• Monthly Acquisition Trend

• Quarterly Acquisition Trend

Monthly Acquisition Trend

This report provides a detailed view of monthly trends in customer acquisition.

Usage scenarios

After the report is executed, you can drill from a displayed month to any customer characteristic such as age range or income range. This allows you to research the profile of new customers added during the month and identify patterns in customer profiles. Insight from reports such as this one can help drive customer acquisition campaigns.

Customer Analysis Module Reference Acquisition, Attrition, and Retention Analysis 3

© 2010 MicroStrategy, Inc. Acquisition reports 25

Report display

The image below shows the report for the year 2006. Acquisition Rate includes a threshold that highlights data in bold red when a contribution is less than three percent.

Report details

• Qualification: You are prompted to select any time period or combinations of time periods to analyze.

• Drill path: You can drill to demographic, psychographic, and geographic customer characteristics.

• Metrics:

New Customers are defined as customers who were acquired during the chosen month.

Acquisition Rate is the percentage of new customers in the customer base during a particular month.

% New Customers to All shows new customers added in each month, compared to the entire year. % New Customers to All always adds up to 100 percent.


26 Acquisition reports © 2010 MicroStrategy, Inc.

Quarterly Acquisition Trend

This report presents a high-level graphical overview of quarterly trends in customer acquisition.

Usage scenarios

After the report is executed, you can drill from a displayed quarter to any customer characteristic such as age range or income range. This allows you to research the profile of new customers added during the quarter and identify patterns in customer profiles. Insight from reports such as this one can help drive customer acquisition campaigns.

Report layout and display

The image below shows the attributes and metrics for the report in the Design view.


© 2010 MicroStrategy, Inc. Attrition reports 27

The image below shows the resulting graph, when the report is run for the year 2006. The Quarter attribute is on the horizontal axis, and the New Customers and Acquisition Rate metrics are on the vertical axes.

Report details

• Qualification: You are prompted to select a year to analyze.


• Metrics:

New Customers are defined as customers who were acquired during the chosen quarter.

Acquisition Rate is calculated as the percentage of new customers in the customer base in that quarter.

Attrition reportsThis analysis area is focused on identifying trends and profiles of defecting customers.


28 Attrition reports © 2010 MicroStrategy, Inc.


• Monthly Attrition Trend

• Quarterly Attrition Trend

Monthly Attrition Trend

This report presents a detailed grid view of monthly customer attrition trends.

Usage scenarios

After the report is executed, you can drill from a displayed month to any other customer attribute such as demographics, psychographics, lifetime value, or geography. This provides further insight into the profiles of defecting customers. Drilling on this report also allows you to quickly identify whether the profiles of lost customers are indeed different from those of active customers.

Report display

The image below shows the Monthly Attrition Trend report for the year 2006. % Lost Customers to All includes a threshold that highlights data in bold red when a contribution is greater than or equal to 10%.


© 2010 MicroStrategy, Inc. Attrition reports 29

Report details



• Metrics:

Attrition Rate is the percentage of lost customers in the customer base.

Active Customers is the count of customers who were active as of the end of the month.

% Lost Customers to All is defined as the contribution of lost customers in a given month, compared to all customers that were lost in the period of analysis.

Quarterly Attrition Trend

This high-level report presents a graphical view of the trend in customer attrition, by quarter.

Usage scenarios

This report helps you gain a broader view of the number of defecting customers over the course of a given year.




30 Customer Status Summary reports © 2010 MicroStrategy, Inc.

The image below shows the resulting graph, when the report is run for the year 2006. The Quarter attribute is on the horizontal axis, and the Lost Customers and Attrition Rate metrics are on the vertical axes.

.

Report details



• Metrics:

Attrition Rate is the percentage of customers lost during the quarter.

Lost Customers is the number of customers who were lost during the quarter.

Customer Status Summary reportsThis analysis area provides in-depth analysis on customer profiles, based on their relationship status with your organization.


© 2010 MicroStrategy, Inc. Customer Status Summary reports 31


• Customer Status Summary - By Demographics

• Customer Status Summary - By Psychographics

• Monthly Customer Status Summary

• Retention and Attrition - By Tenure

Customer Status Summary - By Demographics

This report provides a demographic profile of the customer base, by current acquisition, retention, or attrition status. Demographics are data that locates, identifies, and describes a population and its properties.

Usage scenarios

Use this report to identify whether a particular customer demographic profile is more likely to be acquired or lost.

Before the report is run, you are prompted for a demographic profile. You can enter any of the available demographic characteristics such as Age Range, Income Range, and so on. Once a demographic profile has been selected and the report is run, you can increase the level of detail by drilling into the data, accessing attributes other than demographics.

Report display

The image below shows the report for Customer Age Range.



Report details

• Qualifications:

You are prompted to select a quarter to analyze.

You are prompted to select a demographic profile to analyze, such as customer age range, gender, or income.

• Drill path: You can drill to demographic and psychographic customer characteristics.

• Attributes and metrics:

Active Customers are defined as all currently existing customers.

New Customers are those who were acquired in the period selected for analysis.

Retained Customers are all customers who were acquired prior to the period of analysis, and are still active.

Lost Customers are all customers lost during the period of analysis.

Demographics List represents the customer attributes you select, such as Gender, Income Range, Age Range, and so on.

Customer Status Summary - By Psychographics

This report provides a psychographic profile of the customer base, listed by current acquisition, retention, or attrition status. Psychographics are aspects of the population identified for customer profiling based on values, attitudes, and lifestyles.

Usage scenarios

You can identify whether a particular customer psychographic profile is more likely to be acquired or lost.

When the report is run, you are prompted for a psychographic list. You can enter any of the available psychographic characteristics such as Marital Status, Housing Type, Household Count, and so on.

Once a demographic profile has been selected at run time, you can increase the level of detail by drilling into the data, accessing attributes other than psychographics.



Report display

The image below shows the report for Customer Housing Type.

Report details

• Qualifications:

You are prompted to select a quarter to analyze.

You are prompted to select a psychographic profile to analyze, such as customer education level, housing type, household count, or marital status.



Active Customers are defined as all currently existing customers.

New Customers are those who were acquired in the period selected for analysis.

Retained Customers are all customers who were acquired prior to the period of analysis, and are still active.

Lost Customers are all customers lost during the period of analysis.

Psychographics List represents the customer attributes you select, such as Education, Housing Type, Marital Status, and so on.

Monthly Customer Status Summary

This report provides a detailed view of monthly trends in customer relationship status.



Usage scenarios

Use this report to identify the number of customers who are active, new, retained, and lost. You can drill from a month to any customer attribute such as age range, income range, or lifetime value to obtain more detailed customer status information.



The image below shows the resulting graph for Q4 2006. The Month attribute is on the horizontal axis. and all the metrics are on the vertical axis.

Report details

• Qualification: You are prompted to select a quarter to analyze.




• Metrics:


New Customers is the count of customers who were acquired during the month.

Retained Customers is defined as an Active Customer who was acquired in a prior month.

Lost Customers is the count of customers who were lost during the month.

Retention and Attrition - By Tenure

This report gauges the extent of customers’ loyalty.

Usage scenarios

Use this report to identify the likelihood that customers will defect, based on the tenure of their relationship with the company. One expects that the longer the tenure, the less likely a customer is to leave.



Report display

The image below shows the report for a selected quarter.

Report details



• Metrics:

Retained Customers is the count of customers who were acquired before the month.

Lost Customers is the count of customers who were lost during the month.


© 2010 MicroStrategy, Inc. Retention reports 37

Retention reportsThis analysis area is focused on analyzing your success in retaining customers.


• Monthly Retention Trend

• Quarterly Retention Trend

Monthly Retention Trend

This report presents a grid view of monthly trends in the number of retained customers, active customers, and the retention rate.

Usage scenarios

After the report is executed, you can drill from a displayed month to any customer characteristic, such as age range or income range. This allows you to identify retention rates along these customer segments.

Report display

The image below shows the report for the year 2006.


38 Retention reports © 2010 MicroStrategy, Inc.

Report details



• Metrics:

Retained Customers is the count of customers who were acquired before the month being analyzed.


Retention Rate is the percentage of retained customers to all active customers.

Quarterly Retention Trend

This high-level report provides a graphical view of quarterly trends in the number of retained customers and the retention rate.

Usage scenarios

After the report is executed, you can drill from a displayed quarter to any customer characteristic, such as age range or income range. This allows you to identify retention rates along these customer segments.




© 2010 MicroStrategy, Inc. Retention reports 39

The image below shows the resulting graph for the year 2006. The Quarter attribute is on the horizontal axis, and the Retained Customers and Retention Rate metrics are on the vertical axes.

Report details



• Metrics:

Retained Customers for a quarter are all customers who were acquired prior to the quarter being analyzed.

Retention Rate is the percentage of retained customers to all active customers.

© 2010 MicroStrategy, Inc. Customer Segmentation analysis area 41

44.CUSTOMER SEGMENTATION ANALYSIS

Introduction

This chapter provides reference information for the reports that come with the Customer Analysis Module (CAM) as part of CAM’s Customer Segmentation analysis area. It presents detailed information on each report in this analysis area, including usage scenarios, screen shots, and reporting details. The reports are available in the CAM Reports folder; see Accessing reports, page 6.

Analysis in the customer segmentation area focuses on customer distribution and customer financial contribution.


Customer Segmentation analysis areaAs part of the marketing function, customer segmentation helps your organization understand its customer base by identifying detailed customer

Customer Segmentation Analysis Customer Analysis Module Reference4

42 Customer Distribution reports © 2010 MicroStrategy, Inc.

profiles and buying behavior. Analysis in the segmentation area focuses on customer distribution.

The Customer Segmentation analysis area is divided into the following subsections, each with its own focused reports:

• Customer Distribution analysis focuses on the distribution of customers by identifying key customer profiles and segments. Use this analysis area to identify your most and least profitable customers, and to segment customers by characteristics to determine target campaigns.

• Financial Contribution analysis is focused on identifying the financial contribution of customers based on segmented customer profiles.

Customer Distribution reportsThis analysis area focuses on the distribution of customers by identifying key customer profiles and segments.

The reports in this subsection are:

• Current Customer Base Segmentation - By Qualifying Customer Characteristics

• Current Customer Distribution - By Customer Status

• Current Customer Distribution - By Demographics

• Current Customer Distribution - By Lifetime Value

• Current Customer Distribution - By Psychographics

• Customer Distribution by Geography - Detail

• Customer Distribution Trend

• Monthly Customer Distribution - By Profit Decile

• Monthly Customer Distribution - By Revenue Decile

• Quarterly Customer Distribution - By Geography

Customer Analysis Module Reference Customer Segmentation Analysis 4

© 2010 MicroStrategy, Inc. Customer Distribution reports 43

Current Customer Base Segmentation - By Qualifying Customer Characteristics

This report is designed to allow you to segment the current customer base along any major customer characteristic.

Usage scenarios

This report provides you with an easy-to-use visual segmentation capability. Iterative segmentation through drilling lets you create as fine a segment of your customer base as you choose.


The image below shows the report for Customer Education, where the Customer Gender is Female.

Report details

• Qualification: You are prompted to define a restriction by any available customer characteristic. In the example above, the qualification selected for Customer Education was Customer Gender = Female.



Active Customers-Current is the count of customers who are currently active.

New Customers-Current is the count of customers who have been acquired in the last month.



Customer Characteristics is an object prompt that asks you to select a customer attribute, such as Customer Tenure, Marital Status, Gender, and so on.

Current Customer Distribution - By Customer Status

This high-level report provides a distribution of the customer base by their current status, either active or lost.

Usage scenarios

This report lets you drill from a given customer status to details on customer characteristics. Analysis on this type of report can help identify profiles of customers who are likely to be lost.

Report display

The image below shows the report when it is executed.

Report details


Current Customer Distribution - By Demographics

This high-level graphical report identifies the composition of the customer base by key demographic attributes.

Usage scenarios

Use this report to identify key demographics in your customer base.





The image below shows the resulting pie chart, which shows the percentage of active customers, divided according to Customer Income Range.

Report details

• Qualifications: You are prompted to select a customer demographic, such as age range, gender, or income range.


• Attributes and Metrics:

Active Customers-Current is the count of customers who are currently active.



Demographics List represents the customer attributes you select, such as Gender, Income Range, and Age Range.

Current Customer Distribution - By Lifetime Value

This report identifies the composition of the active customer base by their lifetime value contribution. Lifetime value scores are calculated using qualitative and quantitative factors and are an indication of the quality of a customer to the organization.

Usage scenarios

Analytics such as this are useful for determining target lists for campaigns. After the report is executed, you can drill from a displayed lifetime value score to any customer characteristic such as age range or income range. This allows you to identify a profile of customers with that score.

Report display


Report details


• Metrics: Active Customers-Current is the count of customers who are currently active.



Current Customer Distribution - By Psychographics

The purpose of this high-level graphical report is to identify the composition of the customer base by key psychographic attributes.

Usage scenarios

Use this report to identify the key psychographics of your customer base.


The image below shows the report’s attributes and metrics in the Design view.

The image below shows the resulting pie chart, divided according to Customer Marital Status.



Report details

• Qualification: You are prompted to define a restriction by any available customer characteristic. In the example above, the qualification selected was Marital Status.


• Attributes: Psychographics List represents the customer attributes you select, such as Education, Marital Status, Housing Type, and so on.

Customer Distribution - By Geography - Detail

This report provides a detailed view of customer distribution by geographical location.

Usage scenarios

This analytic identifies several key measurements by geographic breakdown. Measurements in this report include the number of customers, the contribution of customers to the overall customer base, monthly variance in the number of customers, revenue, the associated revenue contribution, and monthly variance in revenue. This is an example of a scorecard analytic that provides an overview of the customer and revenue base.




The image below shows the report when it is executed. % Variation of Customers includes two thresholds that highlight data when certain conditions occur. Bold red indicates the percentage is less than or equal to zero. Bold green designates the percentage is greater than or equal to 10.

Report details

• Qualification: You are prompted to select any time period for analysis.


• Metrics: Customers with Transactions is the count of customers who had transactions during the month.

Customer Distribution Trend

This report displays a trend of customer numbers and revenue trends based on your selected combination of customer characteristics.

Usage scenarios

Use this report to gain detailed insight on trends in revenue and customer counts, based on customer profile.



Report display

The image below shows the report for the year 2006.

When displayed as a grid, this report includes the page-by Month option.

Report details



• Attributes: Demographics List and Psychographics List represent the customer attributes you select, such as Gender, Income Range, Housing Type, and so on.

Monthly Customer Distribution - By Profit Decile

This report provides monthly trends of the distribution of customers by their profit contribution.

Usage scenarios

This report can answer such questions as what percent of customers contribute the top 10% of profits in a given month.



Report display

The image below shows the report for Q4 2006.

Report details



Monthly Customer Distribution - By Revenue Decile

This report provides monthly trends of the distribution of customers by their profit contribution.

Usage scenarios

Questions such as what percent of customers contribute the top 10% of profits in a given month can be answered by this report.



Report display


Report details



Quarterly Customer Distribution - By Geography

This high-level graphical report provides the distribution of revenue and customers by geography.

Usage scenarios

This report answers questions such as what percent of customers are from a particular location, and what percent of the revenue they bring in.





The image below shows the resulting pie charts, showing Customers with Transactions and Revenue, divided according to Customer Region.

Report details




54 Financial Contribution reports © 2010 MicroStrategy, Inc.

Financial Contribution reportsFinancial Contribution analysis is focused on identifying the financial contribution of customers based on segmented customer profiles. The reports included in this subsection are:

• Financial Contribution Summary - By Demographics/Psychographics

• Financial Contribution Summary - By Geography

Financial Contribution Summary - By Demographics/Psychographics

This detailed report provides insight on key financial metrics such as revenue, profit, margin, and revenue per customer split along customer characteristics.

Usage scenarios

Use this report to identify the financial impact by a particular customer segment.


© 2010 MicroStrategy, Inc. Financial Contribution reports 55

Report display

The image below shows the report for Customer Age Range and Customer Education, for the selected quarter.

Report details

• Qualification: You are prompted for a quarter to analyze.


• Attributes: Demographics List and Psychographics List are object prompts that ask you to select customer attributes, such as Gender, Income Range, Housing Type, and so on.

Financial Contribution Summary - By Geography

This detailed report provides insight on key financial metrics such as revenue, profit, margin, and revenue per customer split on customer geography.


56 Financial Contribution reports © 2010 MicroStrategy, Inc.

Usage scenarios

Use this report to identify financial impact by customer geographical location.

Report display

The image below shows the report for the selected quarter.

Report details




55.PROFITABILITY AND CROSS SELL ANALYSIS

Introduction

This chapter provides reference information for the reports that come with the Customer Analysis Module (CAM) as part of CAM’s Profitability and Cross Sell analysis area. It presents detailed information on each report in this analysis area, including usage scenarios, screen shots, and reporting details. The reports are available in the CAM Reports folder; see Accessing reports, page 6.

Using analytics in this analysis area, you can identify your profitable customers and what they like, and then determine opportunities to cross sell additional products.


Profitability and Cross Sell Analysis Customer Analysis Module Reference5

58 Profitability and Cross Sell analysis area © 2010 MicroStrategy, Inc.

Profitability and Cross Sell analysis areaProfitability analysis helps your organization understand who your top customers are, their buying preferences, and changes in their interaction patterns over time. Use this analysis area to measure customer profitability across customer characteristics, and to identify trends and opportunities.

Cross Sell analysis focuses on identifying the appropriate target audience and products for designing cross sell campaigns based on customer preferences and product affinity analysis. Use this analysis area to help you identify opportunities to sell complimentary or higher-end products to existing customers, and maximize effectiveness of campaigns by promoting new products.

The Profitability and Cross Sell analysis area is divided into the following subsections, each with its own focused reports:

• Customer Cross Sell analysis identifies customer profiles for potential cross sell campaigns.

• Customer Migration analysis identifies changes in the relative revenue and profit contributions of customers.

• Customer Profitability Profile analysis focuses on identifying the profiles of customers based on their revenue and profitability contributions.

• Product Cross Sell analysis provides insight on the selection of products for cross sell campaigns.

• Product Profitability analysis identifies products purchased by top customers and the contributions different products make to overall revenue and profitability.

Customer Cross Sell reportsCustomer Cross Sell analysis identifies customer profiles for potential cross sell campaigns.


• Customer Segment Summary

• Customer Segments - By Product

Customer Analysis Module Reference Profitability and Cross Sell Analysis 5

© 2010 MicroStrategy, Inc. Customer Cross Sell reports 59

• Monthly Customer Segment Summary Trend

• Revenue and Transaction Trend - By Customer Segments

Customer Segment Summary

This report uses key metrics to identify the criteria for the profile of a target audience. Key metrics include customer count, number of transactions, revenue, profit, average transaction size, and their contributing revenue in the previous quarter.

Usage scenarios

This report helps you target a customer segment for a cross sell campaign.

Report display

The image below shows the report for Customer Age Range and Customer Education, for the selected quarter.

Report details



60 Customer Cross Sell reports © 2010 MicroStrategy, Inc.



Customer Segments - By Product

This report identifies the number of customers, the number of transactions, the amount of revenue, and the previous quarter revenue for products, based on your selected customer profile.

Usage scenarios

Use this report to identify popular products based on a customer profile. This is a useful report for defining a target audience for a cross sell campaign.

Report display

The image below shows the report for Customer Education and Customer Gender, for the selected quarter and products.

Report details

• Qualification: You are prompted for a quarter and a selection of products to analyze.


© 2010 MicroStrategy, Inc. Customer Cross Sell reports 61



Monthly Customer Segment Summary - Trend

This report provides a detailed trend of customer counts, transactions, revenue, profit, average transaction size, and revenue in the previous quarter by a user-selected customer profile.

Usage scenarios

Use this report to identify whether a particular customer profile has changed in its buying behavior over time.

Report display

The image below shows the report for Customer Age Range and Customer Education, for Q4 2006.


62 Customer Cross Sell reports © 2010 MicroStrategy, Inc.

Report details



• Attributes: Demographics List and Psychographics List are object prompts that ask you to choose customer attributes, such as Gender, Income Range, Housing Type, and so on.

Revenue and Transaction Trend - By Customer Segments

This report identifies trends in the number of customers, transactions, and revenue, based on your selected customer profile.

Usage scenarios

Use this report to gain insight into changing customer behavior over time.



Report details



• Attributes: Demographics List and Psychographics List represent the customer attributes you select, such as Gender, Income Range, Housing Type, and so on.


© 2010 MicroStrategy, Inc. Customer Migration reports 63

Customer Migration reportsCustomer Migration analysis identifies changes in the relative revenue and profit contributions of customers.


• Customer Profit Migration Summary

• Customer Revenue Migration Summary

Customer Profit Migration Summary

This report provides a summary of customer migration across profit bands between two quarters.

Usage scenarios

Use this report to identify whether customers are migrating to lower profit bands. This is helpful to monitor customer profitability between two periods of time.

Report display


Report details



64 Customer Profitability Profile reports © 2010 MicroStrategy, Inc.

• Drill path: You can drill to the customer attributes.

Customer Revenue Migration Summary

This report provides a summary of customer migration across revenue bands between two quarters.

Usage scenarios

Use this report to identify whether customers are migrating to lower revenue bands. This is helpful to monitor customer revenue contribution between two periods of time.

Report display


Report details


• Drill path: You can drill to customer attributes.

Customer Profitability Profile reportsCustomer Profitability Profile analysis focuses on identifying the profiles of customers based on their revenue and profitability contributions.


© 2010 MicroStrategy, Inc. Customer Profitability Profile reports 65


• Customer Profitability - By Demographics

• Customer Profitability - By Psychographics

• Customer Profitability - By Revenue Band

• Customer Profitability - By Tenure

Customer Profitability - By Demographics

This high-level report provides basic insight on the count of customers, revenue, profit, and margin along any demographic attribute you select.

Usage scenarios

This report is ideally suited for drilling into more detail on customer characteristics.

Report display

The image below shows the report for Customer Age Range, for a selected quarter.

Report details





• Attributes: Demographics List is an object prompt that asks you to select customer attributes, such as Gender, Income Range, Age Range, and so on.

Customer Profitability - By Psychographics

This high-level report provides basic insight on the count of customers, revenue, profit, and margin along any user-selected psychographics attribute.

Usage scenarios

This report is ideally suited for drilling into more detail on customer characteristics.


The image below shows the report for Customer Education, for a selected quarter.

Report details



• Attributes: Psychographics List is an object prompt that asks you to select customer attributes, such as Education, Housing Type, Marital Status, and so on.


© 2010 MicroStrategy, Inc. Customer Profitability Profile reports 67

Customer Profitability - By Revenue Band

This report provides insight on the number of customers by revenue bands and their respective revenue, profit, and margin contributions.

Usage scenarios

This report can be used to answer questions such as which revenue band of customers provides the majority of the profits.

Report display


Margin includes a threshold that highlights data in bold red when the margin is less than six percent.

Report details


• Drill path: You can drill to the customer attribute.

Customer Profitability - By Tenure

This report provides monthly trends in customer information based on the length of their tenure as a customer with the company. The report includes counts of customers with transactions and active customers (who do not need to purchase to be counted). Revenue, profit, and margin are also included.



Usage scenarios

Use this report to identify the correlation between customer tenure and customer profitability.

Report display


Margin includes a threshold that highlights data in bold red when the value is less than five percent.

Report details


• Attributes: Active Customers is the count of customers who were active at the end of the reported month.


© 2010 MicroStrategy, Inc. Product Cross Sell reports 69

Product Cross Sell reportsProduct Cross Sell analysis provides insight on the selection of products for cross sell campaigns.


• Customers without Affinity Product

• Product Affinity - By Customer Segments

• Product Affinity - By Customers

• Product Affinity - By Transactions

Customers without Affinity Product

This report identifies all customers who have not purchased a particular product (that is, shown an affinity), even though they have purchased another product that is closely related.

Usage scenarios

This report is useful for identifying a potential target audience for a cross sell campaign, when the promotional product, that is, the affinity product, is known. This report is an example of a market basket analysis report since it identifies customers who do not have a particular product in their basket, or portfolio, although they should.

Report display



70 Product Cross Sell reports © 2010 MicroStrategy, Inc.

Report details

• Qualification: You are prompted for:

a time period or a combination of time periods

a product which has been purchased

a product which has not been purchased

Product Affinity - By Customer Segments

This sophisticated report identifies the affinity, that is, the correlation, of selected products to be purchased together by a selected customer segment. This report shows how many customers, from a particular segment of customers, purchased the affinity or related product at the same time as a given product purchase.

Usage scenarios

Use this report to identify potential products, in this case the affinity product, that can be used for a cross sell campaign.

Report display



© 2010 MicroStrategy, Inc. Product Cross Sell reports 71

Report details

• Qualification: You are prompted for:



a list of products which may or may not have been purchased by a customer who purchased the product selected in the previous prompt

• Metrics: The Attachment Rate metric is used to identify the highest affinity between two products for a given customer segment.

Product Affinity - By Customers

This report identifies the affinity, that is, the correlation of products to be purchased together.

Usage scenarios

Use this report to identify potential products for cross sell analysis. This type of analysis is referred to as market basket analysis since it analyzes how often two products are purchased at the same time, also called the Attachment Rate.

Report display



72 Product Cross Sell reports © 2010 MicroStrategy, Inc.

Report details

• Qualification: You are prompted for



a list of products which may or may not have been purchased by a customer who purchased the product in the previous prompt

Product Affinity - By Transactions

This report identifies the affinity, or correlation, of products that are bought together in the same transaction.

Usage scenarios

Insight from this report is useful for identifying immediate cross sell opportunities at the time of purchase.



Report details

• Qualification: You are prompted for



a list of products which may or may not have been purchased by a customer who purchased the product selected in the previous prompt in the same transaction


© 2010 MicroStrategy, Inc. Product Profitability reports 73

• Metrics: Attachment Rate measures the percentage of times the affinity products are bought with another particular product in the same transaction.

Product Profitability reportsProduct Profitability analysis identifies products purchased by top customers and the contributions different products make to overall revenue and profitability.


• Products - By Top 10% Customers

• Products with Decreasing Revenue

• Products with Increasing Revenue

• Top 10 Products Summary

Products - By Top 10% Customers

This report provides insight into products bought by the top ten percent of customers, and their respective revenue and profit contribution.

Usage scenarios

This report helps you identify the product purchases of top customers, which is useful for marketing and customer service.


74 Product Profitability reports © 2010 MicroStrategy, Inc.

Report display

The image below shows the report for products purchased by the top ten percent of customers.

Report details


• Attributes: The list of Products in the report corresponds to purchases by the top ten percent of customers, as ranked by revenue contribution.

Products with Decreasing Revenue

This graphical report displays products with dropping revenue.

Usage scenarios

This report helps you identify potential products for marketing campaigns such as discounts or promotions.





The image below shows the resulting graph. The Product attribute is along the vertical axis, and the metrics are along the horizontal axis.

Report details




Products with Increasing Revenue

This graphical report identifies products with increasing sales momentum.

Usage scenarios

Insight from this report can be used to drive marketing campaigns that maximize revenue from popular products. You can also use this report to identify products for affinity analysis and cross sell campaigns. A cross sell campaign is a strategy of pro-actively marketing related products or services in addition to what a customer is already interested in buying.





The image below shows the resulting graph. The Product attribute is along the vertical axis, and the metrics are along the horizontal axis.

Report details


Top 10 Products Summary

This high-level report provides insight on basic revenue, profit, and margin for top products in a given quarter.

Usage scenarios

Use this report to locate differences in profit and revenue for top products.



Report display

The image below shows the report with the top ten products for the selected quarter.

Margin includes a threshold that highlights data in bold red when the value is less than five percent.

Report details




AA.DEFINITIONS FOR OBJECTS ON REPORTS: OBJECT GLOSSARIES

Introduction

This appendix presents glossaries for all the Customer Analysis Module (CAM) objects used in the CAM reports. The glossaries include descriptions of the public objects (custom groups, metrics, filters, and prompts) that comprise CAM.

You can find additional object definitions (for attributes, facts, and transformations) in Appendix B, Structure of CAM’s Business Logic: Logical Data Model. For additional details on any object listed, see the MicroStrategy project definitions in the Public Objects folder or the Schema Objects folder.

Definitions for Objects on Reports: Object Glossaries Customer Analysis Module ReferenceA

80 Custom Groups glossary © 2010 MicroStrategy, Inc.

Custom Groups glossaryThe following custom groups are used in the CAM.

Metrics glossaryThe following metrics or key performance indicators (KPIs) are used in the CAM. All the definitions can be found in the Public Objects\Metrics folder of the MicroStrategy project.

Custom Group Description Example

Profit Band Customers are segmented into bands based on their contribution to profitability. This is calculated at a quarterly level.

High (top 30%), Medium (next 40%), Low (bottom 30%)

Profit Band – Previous Quarter

See Profit Band. This indicates the Profit Band in the previous quarter and can be used to identify changes in customer profitability profiles.


Profit Deciles Customers are segmented into bands based on their contribution to profitability. These are calculated at a quarterly level.

Top 10%,10-20%, etc., Bottom 10%

Revenue Band Customers are segmented into bands based on their contribution to revenue. This is calculated at a quarterly level.


Revenue Band – Previous Quarter

See Revenue Band. This indicates the Revenue Band in the previous quarter and can be used to identify changes in customer profitability profiles.


Revenue Deciles Customers are segmented into bands based on their contribution to revenue. These are calculated at a quarterly level.

Top 10%,10-20%, etc., Bottom 10%

Tenure Ranges Customers are segmented into bands based on the number of months since they have been acquired.

< 6 months,>= 6 months

Customer Analysis Module Reference Definitions for Objects on Reports: Object Glossaries A

© 2010 MicroStrategy, Inc. Metrics glossary 81

Attrition and Retention metrics

Counts metrics

Current Counts metrics

Metric/KPI Description Formula

Acquisition Rate Rate at which new customers are acquired

((1.0001 * [New Customers]) / (1.0001 * [Active Customers]))

Attrition Rate Rate at which customers are lost ((1.0001 * [Lost Customers]) / (1.0001 * ([Active Customers] + [Lost Customers])))

Retention Rate Rate at which customers are retained ((1.0001 * [Retained Customers]) / (1.0001 * [Active Customers]))


% Active Customers – Current to All

Percentage of active customers for a particular reporting element compared to all customers

((1.0001 * [Active Customers - Current]) / (1.0001 * [All Active Customers - Current]))

Active Customers – Current

Number of current active customers; count of customers from table which contains current status information and conditionality.

[Count of Customers (Customer Lookup)] {~} <[Active Customer]>

All Active Customers – Current

Total number of current active customers, independent of report filter; count of customers from table which contains current status information and conditionality.

[Count of Customers (Customer Lookup)] {~, [Current Customer Attributes]} <[Active Customer]>

Customers – Current Count of current customers [Count of Customers (Customer Lookup)] {~}

New Customers – Current

Number of current acquired customers; count of customers from table with current customer tenure information.

[Count of Customers (Customer Lookup)] {~} <[New Customer]>

Count of Customers (Customer Lookup)

Base formula Count<Distinct=True>([Index for Customer Counts from Customer Lookup])


82 Metrics glossary © 2010 MicroStrategy, Inc.

Historical Counts metrics


% Customers vs. Region Total

Percentage of customers for a particular reporting element compared to all customers in the region

((1.0001 * [Customers with Transactions]) / (1.0001 * [Customers with Transactions by Region]))

% Lost Customers to All Percentage of lost customers for a particular reporting element compared to all customers

((1.0001 * [Lost Customers]) / (1.0001 * [All Lost Customers for Period]))

% New Customers to All Percentage of new customers for a particular reporting element compared to all customers

((1.0001 * [New Customers]) / (1.0001 * [All New Customers for Period]))

% Variation of Customers with Transactions vs. Previous Month

Change in the count of transacting customers for the current month compared to the previous month

((1.0001 * ([Customers with Transactions] - [Customers with Transactions - Previous Month])) / (1.0001 * [Customers with Transactions - Previous Month]))

Active Customers Number of active customers at the end of a period

[Count of Customers (Historical Status)] {~, Time} <[Active Customer]>

All Lost Customers for Period

Total number of customers who were lost during a period, independent of report filter

[Count of Customers (Historical Status)] {~, Time} <[Lost Customer]>

All New Customers for Period

Total number of customers who were acquired during a period, independent of report filter

[Count of Customers (Historical Status)] {~, Time} <[New Customer]>

Attachment Rate by Customers

Percentage of times that two products are purchased by a single customer compared to the times that one of those products is purchased

((1.0001 * [Customers who bought both Product and Affinity Product]) / (1.0001 * [Customers who bought Affinity Product]))

Attachment Rate by Transactions

Percentage of times two products are purchased by a single customer in the same transaction compared to the times that only one of those products are purchased

((1.0001 * [Transactions with both Product and Affinity Product]) / (1.0001 * [Transactions with Affinity Product]))

Count of Customers (Based on Transactions)

Base formula Count<Distinct=True>([Index for Customer Counts with Transactions])

Count of Customers (Historical Status)

Base formula Count<Distinct=True>([Index for Customer Counts with Historical Status])

Count of Transactions Base formula Count<Distinct=True>([Index for Order Counts])



Customers who bought Affinity Product

Number of customers who bought a particular product; count of customers from transaction table.

[Count of Customers (Based on Transactions)] {~}

Customers who bought both Product and Affinity Product

Number of customers who bought two particular products

[Count of Customers (Based on Transactions)] {~} <[Set of Customers who bought one of the Products]>

Customers with Transactions

Number of customers who performed a transaction

[Count of Customers (Based on Transactions)] {~}

Customers with Transactions - Previous Month

Number of customers who transacted during the previous month

[Count of Customers (Based on Transactions)] {~} | [Previous Month]|

Customers with Transactions by Region

Number of customers with transactions, at the region level

[Count of Customers (Based on Transactions)] {~, [Customer Region]}

Customers with Transactions by Region – Previous Month

Number of customers with transactions for the previous month, aggregated to the region level

[Count of Customers (Based on Transactions)] {~} | [Previous Month]|

Lost Customers Number of customers who were lost; count of customers from table with status history information.

[Count of Customers (Historical Status)] {~} <[Lost Customer]>

New Customers Number of customers who were acquired; count of customers from table with tenure history information.

[[Count of Customers (Historical Status)] {~} <[New Customer]>

Retained Customers Customers who were acquired before a particular reporting period

Case((([Active Customers] - [New Customers]) > 0.0), ([Active Customers] - [New Customers]), 0.0)

Transactions Number of transactions; count of transactions from table containing transaction information.

[Count of Transactions] {~}

Transactions with Affinity Product

Number of transactions which included a particular product

[Count of Transactions] {~}

Transactions with both Product and Affinity Product

Number of transactions which included two particular products

[Count of Transactions] {~} <[Relate Transaction to Product selection]>




Revenue, Cost, and Dependents metrics

This group of metrics includes Revenue, Cost, and Dependents metrics. It also includes two subfolders with quarter-level metrics: Profit Deciles and Revenue Deciles.


% Of all Profit (by Product)

Percentage of profit for a product compared to all products

((1.0001 * Profit) / (1.0001 * [Profit (Dimensionality All Products)]))

% Of all Revenue (by Product)

Percentage of revenue for a product compared to all products

((1.0001 * Revenue) / (1.0001 * [Revenue (Dimensionality All Products)]))

% Revenue vs. Region Total

Percentage of revenue for a particular reporting element to all revenue in the region

((1.0001 * Revenue) / (1.0001 * [Revenue (Region Total)]))

% Revenue vs. Region Total – Previous Month

Percentage of revenue for a particular reporting element compared to all revenue in the region during the previous month

((1.0001 * [Revenue - Previous Month]) / (1.0001 * [Revenue (Region Total) - Previous Month]))

Average Transaction Size

Transaction amount divided by number of transactions

((1.0001 * Revenue) / (1.0001 * Transactions))

Cost Aggregated cost of transactions Cost {~}

Cost (Base Formula) Base formula Sum(Cost)

Cost (Dimensionality All Products)

Aggregated cost of transactions for all products

Cost {~, Product}

Margin Ratio of profit to revenue ((1.0001 * Profit) / (1.0001 * Revenue))

Profit Aggregated profit (Revenue - Cost)

Profit (Dimensionality All Products)

Aggregated profit across all products ([Revenue (Dimensionality All Products)] - [Cost (Dimensionality All Products)])

Revenue (Base Formula) Base formula Sum(Revenue)

Revenue Aggregated revenue Revenue {~}

Revenue - Previous Quarter

Aggregated revenue for the previous quarter

Revenue {~} | [Previous Quarter] |

Revenue - Previous Month

Aggregated revenue for the previous month

Revenue {~} | [Previous Month] |

Revenue (Dimensionality All Products)

Used in computing revenue deciles and revenue band

Revenue {~, Product}

Revenue (Region Total) Total revenue across a region Revenue {~, [Customer Region]}



Profit Deciles - Quarter level

Revenue (Region Total) – Previous Month

Total revenue across a region for the previous month

Revenue {~, [Customer Region]} | [Previous Month] |

Revenue per Customer Total revenue divided by number of customers

((1.0001 * Revenue) / (1.0001 * [Customers with Transactions]))

Revenue Variance Change in revenue between a particular quarter and the quarter previous to it

(Revenue - [Revenue - Previous Quarter])

Trend to Region Revenue Contribution

Percentage of revenue generated for a particular region compared to revenue generated in the region during the previous month

((1.0001 * ([% Revenue vs. Region Total] - [% Revenue vs. Region Total - Previous Month])) / (1.0001 * [% Revenue vs. Region Total - Previous Month]))



Cost (Dimensionality All Customers)

Used in computing profit deciles and profit band

Cost {~, Customer} <[Prompt on Quarter - one selection only]>

Cost (Dimensionality All Customers) - Previous Quarter


Cost {~, Customer} <[Prompt on Quarter - one selection only]> | [Previous Quarter] |

Cost (Dimensionality Customer)


Cost {~, Customer} <[Prompt on Quarter - one selection only]>

Cost (Dimensionality Customer) - Previous Quarter


Cost {~, Customer} <[Prompt on Quarter - one selection only]> | [Previous Quarter] |

Profit Contribution by Customer


((1.0001 * ([Revenue (Dimensionality Customer)] - [Cost (Dimensionality Customer)])) / (1.0001 * ([Revenue (Dimensionality All Customers)] - [Cost (Dimensionality All Customers)])))

Profit Contribution by Customer - Previous Quarter


((1.0001 * ([Revenue (Dimensionality Customer) - Previous Quarter] - [Cost (Dimensionality Customer) - Previous Quarter])) / (1.0001 * ([Revenue (Dimensionality All Customers) - Previous Quarter] - [Cost (Dimensionality All Customers) - Previous Quarter])))



Revenue Deciles - Quarter level

Running Sum of Profit Contribution By Customer


RunningSum<SortBy= (Value Desc) >([Profit Contribution by Customer])

Running Sum of Profit Contribution By Customer – Previous Quarter


RunningSum<SortBy= (Value Desc) >([Profit Contribution by Customer - Previous Quarter])



Revenue (Dimensionality All Customers)


Revenue {~, Customer} <[Prompt on Quarter - one selection only]>

Revenue (Dimensionality All Customers) - Previous Quarter


Revenue {~, Customer} <[Prompt on Quarter - one selection only]> | [Previous Quarter] |

Revenue (Dimensionality Customer)


Revenue {~, Customer} <[Prompt on Quarter - one selection only]>

Revenue (Dimensionality Customer) - Previous Quarter


Revenue {~, Customer} <[Prompt on Quarter - one selection only]> | [Previous Quarter] |

Revenue Contribution by Customer


((1.0001 * [Revenue (Dimensionality Customer)]) / (1.0001 * [Revenue (Dimensionality All Customers)]))

Revenue Contribution by Customer – Previous Quarter


((1.0001 * [Revenue (Dimensionality Customer) - Previous Quarter]) / (1.0001 * [Revenue (Dimensionality All Customers) - Previous Quarter]))

Running Sum of Revenue Contribution By Customer


RunningSum<SortBy= (Value Desc) >([Revenue Contribution by Customer])

Running Sum of Revenue Contribution By Customer – Previous Quarter


RunningSum<SortBy= (Value Desc) >([Revenue Contribution by Customer - Previous Quarter])


© 2010 MicroStrategy, Inc. Filters glossary 87

Filters glossaryThis section lists all the filters used in the CAM.

All filter definitions are located in the Public Objects\Filters folder in the MicroStrategy project. Filters are organized into the following subfolders in the MicroStrategy project. These divisions are reflected in the following tables:

• Customer Status

• Metric Qualifications

• Product Affinity

• Time

Customer Status filters

This folder contains attribute qualification filters based on a specified set of elements for the attribute Current Customer Status. It also contains one filter based on a specific value for the attribute Current Customer Tenure (months).

Metric Qualification filter

This folder contains a metric-based filter.

Filter Description

Active Customer Current Customer Status element = Active

Lost Customer Current Customer Status element = Lost

New Customer Current Customer Tenure (months) element = Exactly 1

Filter Description

Top 10% Customers by Revenue Set of Customer where percentage of ‘Revenue’ Top 10


88 Filters glossary © 2010 MicroStrategy, Inc.

Product Affinity filters

This folder contains filters based on the Affinity Product and Product prompts.

Time filter

This folder contains one attribute qualification filter based on a specified set of elements for the attribute Quarter.

Filter Description

Prompt on Affinity Product (one selection only)

Prompts for one Affinity Product selection and time frame (Year to Month hierarchy)

Prompt on Affinity Product (up to ten elements)

Prompts for up to ten elements of Affinity Product

Prompt on Product (one selection only)

Prompts for one Product selection and time frame (Year to Month hierarchy)

Relate Transaction to Product selection

Set of Transactions where Product - one selection only, and Prompt Year to Month hierarchy, relate by the fact Index for Order Counts; and Prompt Year to Month hierarchy

Set of Customers who bought one of the Products

Set of Customers where Product - one selection only, and Prompt Year to Month hierarchy; relate by the fact Index for Order Counts

Set of Customers who purchased the prompted Affinity Product

Set of Customers where Choose one ‘Affinity Product’ and Prompt Year to Month hierarchy; relate by the fact Index for Order Counts

Set of Customers who purchased the prompted Product

Set of Customers where Product - one selection only and Prompt Year to Month hierarchy; relate by the fact Index for Order Counts

Filter Description

Prompt on Quarter - one selection only Prompt to choose from the attribute element list


© 2010 MicroStrategy, Inc. Prompts glossary 89

Prompts glossaryThis section lists all the prompts used in the CAM reports. Prompts always require an answer for reports to run.

Prompt Description

Quarter - multiple selections Elements prompt: One or more quarters must be selected

Quarter - one selection only Elements prompt: One quarter must be selected

Year - one selection only Elements prompt: One year must be selected

Product - one selection only Elements prompt: One product must be selected

Product - multiple selections Elements prompt: One or more products must be selected

Qualify ‘Customer Characteristics’

Expression prompt: One or more attributes must be selected from the Customer Characteristics hierarchy

Prompt Year to Month Hierarchy

Expression prompt: One or more attributes must be selected from the Time - without Date hierarchy

Demographic List Object prompt: One or more demographic attributes must be selected

Psychographic List Object prompt: One or more psychographic attributes must be selected

Demographic & Psychographic List

Object prompt: One or more demographic or psychographic attributes must be selected

Demographic - one selection only

Object prompt: One demographic attribute must be selected

Customer Characteristics Object prompt: One or more customer characteristics must be selected

Psychographic - one selection only

Object prompt: One psychographic attribute must be selected


BB.STRUCTURE OF CAM’S BUSINESS LOGIC: LOGICAL DATA MODEL

Introduction

This appendix presents the logical data model on which the Customer Analysis Module (CAM) is built.

This appendix provides a description for:

• Business hierarchies, including attributes and relationships, and their metadata objects definitions

• Module facts

• Module transformations

See Chapter 1, Introduction to the Customer Analysis Module, for a general description, basic procedures, and additional details about understanding and working with CAM’s logical data model.

Information can also be found by accessing each attribute’s definition using the Attribute Editor. The attributes can be found in the Schema Objects\Attributes folder. Double-click an attribute to open the Attribute Editor.

Structure of CAM’s Business Logic: Logical Data Model Customer Analysis Module ReferenceB

92 Prerequisites © 2010 MicroStrategy, Inc.

PrerequisitesThis appendix assumes you have prior experience with logical data modeling and creating business intelligence applications using MicroStrategy technology.

CAM logical schemaThe following diagram is similar to the logical model shipped with the CAM. The logical schema diagram is available in an Erwin file, located in Program Files\MicroStrategy\Analytics Modules\CAM\CA.er1.

Customer Analysis Module Reference Structure of CAM’s Business Logic: Logical Data Model B

© 2010 MicroStrategy, Inc. CAM logical schema 93

Fact tables appear in teal (color) or gray (black and white).


94 Business hierarchies © 2010 MicroStrategy, Inc.

Business hierarchiesThe CAM assists analysts, managers, and executives to obtain insight into the various factors that drive customer profitability for a business. The CAM accomplishes this partly through a set of attributes (business concepts) and their relationships to each other. These attributes are arranged in a specific sequence according to a business structure, and that arrangement is called a hierarchy.

The key business hierarchies in the customer analysis process are:

• Customer: Entities that buy products and services from the company

• Product: The products or services offered by the company

• Transaction: The unique numeric identifier for each transaction type posted

• Time: The calendar time

Each business hierarchy in the previous list is detailed in this section. For additional information on the hierarchies, see the MicroStrategy project definitions in the CAM’s Schema Objects\Attributes and Schema Objects\Facts folders. From one of these folders, double-click an attribute or fact to view definitions, properties, source tables, and so on.

Customer hierarchy

This hierarchy represents individuals that have or had a relationship with the company.

Attribute Description Example

Customer Customer ID John Brown, Nat Turner

Customer Acquisition Date

Date when the customer was acquired 10-JAN-2001

Customer Lost Date Date when the customer was lost 12-DEC-2002

Current Customer Status

Customer’s status, as of the last warehouse load date

Active, Lost

Current Customer Tenure (months)

Tenure of the customer in months, as of the last warehouse load date

1, 2, 10, 20

Customer Status Historical customer status information Active, Lost


© 2010 MicroStrategy, Inc. Business hierarchies 95

The detailed definitions of each attribute in the MicroStrategy metadata repository listed previously are shown in the following tables.

Customer Tenure (months)

Historical customer tenure information 1, 2, 10, 20

Customer Age Range

Customer’s age range, as of the last warehouse load date

Below 20, 21-40, 41-60

Customer Gender Customer’s gender Male, Female

Customer Income Range

Customer’s income range, as of the last warehouse load date

20001-40000, 40001-60000

Customer City Customer’s city of residence, as of the last warehouse load date

Chicago, New Orleans

Customer State Customer’s state of residence, as of the last warehouse load date

Maryland, California

Customer Region Customer’s region of residence, as of the last warehouse load date

East, West

Customer Education Education level of the customer, as of the last warehouse load date

Undergraduate, Graduate

Customer Household Count

Number of people in the household of the customer, as of the last warehouse load date

1, 2, 3

Customer Housing Type

Type of housing of the customer, as of the last warehouse load date

Rented, Home Owner

Customer Marital Status

Marital status of the customer, as of the last warehouse load date

Single (never married), Divorced, Married

Customer Lifetime Value Score

Lifetime value score of the customer, as of the last warehouse load date

Medium, High, Low




Customer

Form Form Expression Lookup Table Other Tables

ID CUSTOMER_ID L_CUSTOMER F_CUST_STATUS_ HISTF_CUST_TXN_HIST

DESC CUSTOMER_NAME L_CUSTOMER None

Children Parents Relationship Type Table

None Current Customer Status

One-to-many L_CUSTOMER

None Customer Age Range


None Customer City One-to-many L_CUSTOMER

None Customer Education One-to-many L_CUSTOMER

None Customer Gender One-to-many L_CUSTOMER

None Customer Household Count


None Customer Housing Type


None Customer Income Range


None Customer Lifetime Value Score


None Customer Marital Status




Customer Acquisition Date

Customer Lost Date

Current Customer Status

Note the following:

When porting, be aware that multiple form expressions are used.

L_CURR_CUST_STATUS is a logical table defined as a table alias of L_CUST_STATUS. This feature allows two attributes to be based on the same physical table although each of them is a different concept. Values for Customer Status and Current Customer Status are the same.


ID ACQUISITION_DATE L_CUSTOMER None


ID LOST_DATE L_CUSTOMER None


ID CUST_STATUS_IDCURR_CUST_STATUS _ID

L_CURR_CUST_ STATUS

L_CUSTOMER

DESC CUST_STATUS_DESC L_CURR_CUST_ STATUS

None


Customer None One-to-many L_CUSTOMER



Current Customer Tenure (months)

Customer Status

Customer Tenure (months)

Customer Age Range


ID CURR_TENURE L_CUSTOMER None




ID CUST_STATUS_ID L_CUST_STATUS F_CUST_STATUS_ HIST

DESC CUST_STATUS_ DESC

L_CUST_STATUS None


ID TENURE F_CUST_STATUS _HIST None


ID CUST_AGE_RNG_ID L_CUST_AGE_RNG L_CUSTOMER

DESC CUST_AGE_RNG_ DESC

L_CUST_AGE_RNG None





Customer Gender

Customer Income Range

Customer City


ID CUST_GENDER_ID L_CUST_GENDER L_CUSTOMER

DESC CUST_GENDER_ DESC

L_CUST_GENDER None




ID CUST_INC_RNG_ID L_CUST_INC_RNG L_CUSTOMER

DESC CUST_INC_RNG_ DESC

L_CUST_INC_RNG None




ID CUST_CITY_ID L_CUST_CITY L_CUSTOMER

DESC CUST_CITY_DESC L_CUST_CITY None



None Customer State One-to-many L_CUST_CITY



Customer State

Customer Region

Customer Education


ID CUST_STATE_ID L_CUST_CITY L_CUSTOMER

DESC CUST_STATE_DESC L_CUST_CITY None


Customer City

None One-to-many L_CUST_CITY

None Customer Region One-to-many L_CUST_CITY


ID CUST_REGION_ID L_CUST_CITY L_CUSTOMER

DESC CUST_REGION_DESC L_CUST_CITY None


Customer State

None One-to-many L_CUST_CITY


ID CUST_EDUCATION_ID L_CUST_ EDUCATION

L_CUSTOMER

DESC CUST_EDUCATION_ DESC

L_CUST_ EDUCATION

None





Customer Household Count

Customer Housing Type

Customer Marital Status


ID CUST_HH_COUNT_ID L_CUST_HH_ COUNT

L_CUSTOMER

DESC CUST_HH_COUNT_ DESC

L_CUST_HH_ COUNT

None




ID CUST_HOUSING_ID L_CUST_HOUSING L_CUSTOMER

DESC CUST_HOUSING_ DESC

L_CUST_HOUSING None




ID CUST_MARITAL_ STS_ID

L_CUST_MARITAL_ STS

L_CUSTOMER

DESC CUST_MARITAL_ STS_DESC

L_CUST_MARITAL_ STS

None





Customer Lifetime Value Score

Product hierarchy

This hierarchy represents the products or services offered by the company.

The detailed definitions of each attribute in the MicroStrategy metadata repository listed previously are shown in the following tables.

Product Group


ID CUST_LV_SCORE_ ID

L_CUST_LV_SCORE L_CUSTOMER

DESC CUST_LV_SCORE_ DESC

L_CUST_LV_SCORE None




Product Group Classification of products. Food & Beverages, Cosmetics

Product Product. Coffee, Tea

Affinity Product Dummy attribute for product used for affinity analysis. (Affinity products are products closely related to each other or often purchased together).

Coffee, Tea


ID PRODUCT_GRP_ID L_PRODUCT None

DESC PRODUCT_GRP_DESC L_PRODUCT None


Product None One-to-many L_PRODUCT



Product

Affinity Product

Transaction hierarchy

This hierarchy represents the unique numeric identifier for each transaction type posted.

The detailed definitions of the attribute in the MicroStrategy metadata repository listed previously are shown in the following table.


ID PRODUCT_ID L_PRODUCT F_CUST_TXN_HIST

DESC PRODUCT_DESC L_PRODUCT None


None Product Group Many-to-one L_PRODUCT


ID PRODUCT_ID L_PRODUCT F_CUST_TXN_HIST

DESC PRODUCT_DESC L_PRODUCT None


None Product Group One-to-many L_PRODUCT


Transaction A unique transaction identifier that indicates a transaction occurred 12000



Transaction

Time hierarchy

This hierarchy represents the calendar time.

The detailed definitions of the attributes in the MicroStrategy metadata repository listed previously are shown in the following tables.

Date


ID TXN_ID L_TRANSACTION F_CUST_TXN_HIST


Year Calendar year. 2003

Quarter Calendar quarter. This also includes attributes in the other fact tables that are associated with time period as quarter.

Q3-2003

Month Calendar month. This also includes attributes in the other fact tables that are associated with time period as month.

Nov, 2003

Date Calendar date. This also includes attributes in the other fact tables that are associated with time period as date.

12/24/2003


ID DATE_ID L_CAL_DATE F_CUST_TXN_HIST


None Month One-to-many L_CAL_DATE



Month

Quarter

Year


ID MNTH_ID L_CAL_MNTH F_CUST_STATUS_HISTL_CAL_DATE

DESC MNTH_DESC L_CAL_MNTH None


Date None One-to-many L_CAL_DATE

None Quarter One-to-many L_CAL_MNTH


ID QTR_ID L_CAL_QTR L_CAL_DATEL_CAL_MNTH

DESC QTR_DESC L_CAL_QTR None


Month None One-to-many L_CAL_MNTH

None Year One-to-many L_CAL_QTR


ID YEAR_ID L_CAL_YEAR L_CAL_DATEL_CAL_MNTHL_CAL_QTR


Quarter None One-to-many L_CAL_QTR


106 Facts © 2010 MicroStrategy, Inc.

FactsThis section describes the facts used in the CAM. The underlying processes are also explained briefly.

The main fact groups are:

• Revenue: The amount of money generated from a transaction. It is also the price at which products were sold to a customer.

• Cost: The price the company paid to acquire or manufacture the products.

• Index for Customer Counts from Customer Lookup: All customer counts based on current information.

• Index for Customer Counts with Historical Status: All customer counts based on historical information.

• Index for Customer Counts with Transactions: A count of all customers with transactions.

• Index for Order Counts: A count of all orders and transactions based on historical information.

For additional details, see the MicroStrategy project definitions in the Schema Objects\Attributes and Schema Objects\Facts folders. Double-click any attribute or fact to view definitions, properties, source tables, and so on.

Revenue fact

This fact is the amount of money generated from a transaction, and provides a value for generated revenue. It is also the price at which products were sold to a customer. Metrics based on this fact are used for ranking customers by their revenue contributions and, when combined with cost, for profit calculations.

Fact

Revenue


© 2010 MicroStrategy, Inc. Facts 107

Definition

Cost fact

This fact provides the cost of products sold. It is the price that the company paid to acquire or manufacture the products. Metrics based on this fact, along with those based on revenue, are used for calculating product and customer profitability, as well as cost.

Fact

Cost

Definition

Index for Customer Counts from Customer Lookup fact

This fact is used for all customer counts based on current information. The Current Customer Count metrics are calculated using the CUSTOMER_ID column from the L_CUSTOMER table. All current status customer counts are based on this fact.

Fact

Index for Customer Counts from Customer Lookup

Expression Mapping Method Source Table Name Dimensionality

REVENUE Automatic F_CUST_TXN_HIST Customer, Date, Product, Transaction


COST Automatic F_CUST_TXN_HIST Customer, Date, Product, Transaction


108 Facts © 2010 MicroStrategy, Inc.

Definition

Index for Customer Counts with Historical Status fact

This fact is used for all the customer counts based on historical information. All Historical Customer Count metrics are calculated using the CUSTOMER_ID column from the F_CUST_STATUS_HIST table. The rate at which information is updated is reflected in the time key of this table.

Fact

Index for Customer Counts with Historical Status

Definition

Index for Customer Counts with Transactions fact

This fact is used for all counts of customers with transactions. All customer count metrics are calculated using the CUSTOMER_ID column from the F_CUST_TXN_HIST table.

Fact

Index for Customer Counts with Transactions

Expression Mapping Method

Source Table Name Dimensionality

CUSTOMER_ID Manual L_CUSTOMER Customer, Age Range, City, Education, Gender, Household Count, Housing Type, Income Range, Lifetime Value Score, Marital Status, Acquisition Date, Lost Date, Current Customer Tenure (Months), Current Customer Status


CUSTOMER_ID Manual F_CUST_STATUS_HIST

Customer, Customer Status, Month, Customer Tenure (Months)


© 2010 MicroStrategy, Inc. Transformations 109

Definition

Index for Order Counts fact

This fact is used for all order and transaction counts based on historical information. All transaction count metrics are calculated using the TXN_ID column from the F_CUST_TXN_HIST table.

Fact

Index for Order Counts

Definition

TransformationsThe CAM includes the following time transformations to enable analysis of a selected time period compared to another time period. All these transformations are based on table transformations.


CUSTOMER_ID Manual F_CUST_TXN_HIST Customer, Product (Affinity Product), Date, Transaction


TXN_ID Manual F_CUST_TXN_HIST Customer, Product (Affinity Product), Date, Transaction

Transformation Definition Attribute Transformation Table Expression

Previous Month Enables analysis of a selected month compared to the previous month

Month L_CAL_MNTH LAST_MNTH_ID


110 Transformations © 2010 MicroStrategy, Inc.

Previous Quarter Enables analysis of a selected quarter compared to the previous quarter

Quarter L_CAL_QTR LAST_QTR_ID

Previous Year Enables analysis of a selected year compared to the previous year

Year L_CAL_YEAR LAST_YEAR_ID

Transformation Definition Attribute Transformation Table Expression

© 2010 MicroStrategy, Inc. Prerequisites 111

CC.DATA STORAGE: PHYSICAL SCHEMA AND DATA DICTIONARY

Introduction

This appendix provides a diagram of the physical schema that comes with the Customer Analysis Module (CAM). This appendix also provides descriptions of all the tables and columns in the default data warehouse.

PrerequisitesThis appendix was written for consultants and developers implementing and customizing the CAM application and for those building ETL routines to populate the data warehouse. It assumes you are familiar with basic RDBMS concepts and Erwin data modeling.

Data Storage: Physical Schema and Data Dictionary Customer Analysis Module ReferenceC

112 CAM physical schema © 2010 MicroStrategy, Inc.

CAM physical schemaThe following diagram is similar to the physical schema shipped with the CAM. The physical schema is available in an Erwin file, located in Program Files\MicroStrategy\Analytics Modules\CAM\CA.er1. Fact tables appear in teal (color) or gray (black and white).

Customer Analysis Module Reference Data Storage: Physical Schema and Data Dictionary C

© 2010 MicroStrategy, Inc. CAM physical schema 113


114 Table information © 2010 MicroStrategy, Inc.

Table informationThis section describes each physical table used in the CAM.

Table Name Table Comment Analysis Area

L_CURR_CUST_STATUS Lookup table for Current Customer Statuses. Values are 1 for Active and 2 for Lost.

Customer

F_CUST_STATUS_HIST Fact table containing the history of Customer Statuses tracked on a monthly basis. It is expected that all customers have a record in this table for every month for which history has to be tracked.

Customer

F_CUST_TXN_HIST Fact table containing information about products purchased by customers.

Transaction

L_CAL_DATE Lookup table for dates. Time

L_CAL_MNTH Lookup table for months. Time

L_CAL_QTR Lookup table for quarters. Time

L_CAL_YEAR Lookup table for years. Time

L_CUST_AGE_RNG Lookup table for Customer Demographic: Income Range. The values are:

• 1 for below 20 • 2 for 21-40 • 3 for 41-60 • 4 for 61-80 • 5 for 81 and above

Customer

L_CUST_CITY Lookup table for customer geographic information: City, State, and Region.

Customer

L_CUST_EDUCATION Lookup table for Customer Psychographics: Level of Education. Values are:

• 1 - Undergraduate • 2 - Graduate • 3 - Other

Customer

L_CUST_GENDER Lookup table for Customer Demographic: Gender. The values are:

• 1 - Male • 2 - Female

Customer

L_CUST_HH_COUNT Lookup table for Customer Psychographics: Number of people in the household in which the customer resides.

Customer

L_CUST_HOUSING Lookup table for Customer Psychographics: Housing information. Values are:

• 1 - Renter• 2 - Owner

Customer


© 2010 MicroStrategy, Inc. Table column information 115

Table column informationThis section describes each physical table column used in the CAM.

The Data Type column information in the following table reflects an Oracle database-specific format; depending on what database type you use, your data type may appear differently. You can use the Erwin

L_CUST_INC_RNG Lookup table for Customer Demographic: Income Range. Values are:

• 1 for 0 - 20,000 • 2 for 20,001 - 40,000 • 3 for 40,001 - 60,000 • 4 for 60,001 - 80,000 • 5 for 80,001 upward

Customer

L_CUST_LV_SCORE Lookup table for Customer Lifetime Value Score. Values are:

• 1 - High • 2 - Medium • 3 - Low

Customer

L_CUST_MARITAL_STS Lookup table for Customer Psychographics: Marital Status. Values are:

• 1 - Single (Never Married) • 2 - Married • 3 - Divorced

Customer

L_CUST_STATUS Lookup table for Customer Statuses. Values are 1 for Active and 2 for Lost. An alias of this table also serves as the lookup for Current Customer Status.

Customer

L_CUSTOMER Lookup table for customer data. This targets a customer as a consumer rather than a business.

Customer

L_PRODUCT Lookup table for product information. Product

L_PRODUCT_GRP Lookup table for product group information.The group of each product is determined by this unique identifier.

Product

L_TRANSACTION Lookup table for transactions. Transaction

Table Name Table Comment Analysis Area


116 Table column information © 2010 MicroStrategy, Inc.

file (see the CAM physical schema section above) to easily convert this information to another database type.

Column Name Data Type Nulls Allowed?

Primary Key/Foreign Key?

Column Comment Remarks

Table: F_CUST_STATUS_HIST

CUST_STATUS_ID Numeric (38,0)

Not NULL Yes/Yes Status of the customer in a particular month.

References CUST_STATUS_ID in L_CUSnnT_STATUS

CUSTOMER_ID Double Not NULL Yes/Yes Customer identification.

References CUSTOMER_ID in L_CUSTOMER

MNTH_ID Numeric (38,0)

Not NULL Yes/Yes Month identification.

References MNTH_ID in L_CAL_MNTH

TENURE Numeric (38,0)

Not NULL No/No Number of months customer has had a relationship.

Table: F_CUST_TXN_HIST

CUSTOMER_ID Double Not NULL Yes/Yes Customer identification.

References CUSTOMER_ID in L_CUSTOMER

PRODUCT_ID Numeric (38,0)

Not NULL Yes/Yes Product which the customer has purchased/ subscribed to.

References PRODUCT_ID in L_PRODUCT

DATE_ID TimeStamp (0)

Not NULL Yes/Yes Date of the transaction/order.

References DATE_ID in L_CAL_DATE

TXN_ID Numeric (38,0)

Not NULL Yes/Yes Transaction/order identification.

References TXN_ID in L_TRANSACTION



REVENUE Numeric (15, 3)

Not NULL No/No Revenue tagged with the record. This is not the revenue for the transaction, which may have multiple products. However, if there are multiple items of the same product, Revenue is the consolidated figure of all items.

COST Numeric (15, 3)

Not NULL No/No Cost tied with the record. This is not the cost for the transaction, which may have multiple products. However, if there are multiple items of the same product, Cost is the consolidated figure of all items.

NO_OF_ITEMS Numeric (38,0)

Not NULL No/No Number of product items the customer purchased as part of this transaction.

Table: L_CAL_DATE

DATE_ID TimeStamp (0)

Not NULL Yes/No Unique identifier of calendar date.

YEAR_ID Numeric (38,0)

Not NULL No/Yes Year of the date. References YEAR_ID in L_CAL_YEAR

QTR_ID Numeric (38,0)

Not NULL No/Yes Quarter of the date.

References QTR_ID in L_CAL_QTR.


Not NULL No/Yes Month of the date. References MNTH_ID in L_CAL_MNTH






Table: L_CAL_MNTH


Not NULL Yes/No Month of the date.


Not NULL No/Yes Quarter of the date.

References QTR_ID in L_CAL_QTR



MNTH_DESC VarChar (30)

NULL No/Yes Month description.

LAST_MNTH_ID Numeric (38,0)

Not NULL No/Yes Month previous to the month indicated by this record.

Table: L_CAL_QTR


Not NULL Yes/No Unique identifier of quarters.



QTR_DESC VarChar (30)

NULL No/No Quarter of the date.

LAST_QTR_ID Numeric (38,0)

Not NULL No/Yes Quarter previous to the quarter indicated by this record.

Table: L_CAL_YEAR


Not NULL Yes/No Unique identifier of calendar year.

LAST_YEAR_ID Numeric (38,0)

Not NULL No/Yes Year previous to the year indicated by this record.

Table: L_CUST_AGE_RNG

CUST_AGE_RNG_ID Numeric (38,0)

Not NULL Yes/No Unique identifier of age range brackets for customers.

Default values are:• 1 - below 20• 2 - 21-40• 3 - 41-60• 4 - 61-80 • 5 - 81 and above






CUST_AGE_RNG_ DESC

VarChar (30)

NULL No/No Description of age range brackets for customers.

Table: L_CUST_CITY

CUST_CITY_ID Numeric (38,0)

Not NULL Yes/No Unique identifier of customer city values.

CUST_STATE_ID Numeric (38,0)

Not NULL No/No Unique identifier of customer state.

CUST_CITY_DESC VarChar (30)

NULL No/No Description of customer city.

CUST_REGION_ID Numeric (38,0)

Not NULL No/No Unique identifier of customer region.

CUST_REGION_DESC VarChar (30)

NULL No/No Description of customer region.

CUST_STATE_DESC VarChar (30)

NULL No/No Description of customer state.

Table: L_CUST_EDUCATION

CUST_EDUCATION_ID Numeric (38,0)

Not NULL Yes/No Unique identifier of customer education level.

Default values are:• 1 - Undergraduate• 2 - Graduate• 3 - Other

CUST_EDUCATION_ DESC

VarChar (30)

NULL No/No Description of customer education level.

Table: L_CUST_GENDER

CUST_GENDER_ID Numeric (38,0)

Not NULL Yes/No Unique identifier of gender of a customer.

Default values are:• 1 - Male• 2 - Female

CUST_GENDER_DESC VarChar (30)

NULL No/No Description of gender of a customer.

Table: L_CUST_HH_COUNT

CUST_HH_COUNT_ID Numeric (38,0)

Not NULL Yes/No Unique identifier of set of customer household counts.






CUST_HH_COUNT_ DESC

VarChar (30)

NULL No/No Description of sets of customer household counts.

Table: L_CUST_HOUSING

CUST_HOUSING_ID Numeric (38,0)

Not NULL Yes/No Unique identifier of customer housing category.

Default values are:• 1 - Renter• 2 - Owner

CUST_HOUSING_ DESC

VarChar (30)

NULL No/No Description of customer housing category.

Table: L_CUST_INC_RNG

CUST_INC_RNG_ID Numeric (38,0)

Not NULL Yes/No Unique identifier of income range bracket for a customer.

Default values are: • 1 - 0-20,000 • 2 - 20,001-40,000 • 3 - 40,001-60,000 • 4 - 60,001-80,000 • 5 - 80,001 upward

CUST_INC_RNG_DESC VarChar (30)

NULL No/No Description for customer income range bracket.

Table: L_CUST_LV_SCORE

CUST_LV_SCORE_ID Numeric (38,0)

Not NULL Yes/No Unique identifier of customer lifetime value level.

Default values are:• 1 - High• 2 - Medium• 3 - Low

CUST_LV_SCORE_ DESC

VarChar (30)

NULL No/No Description of customer lifetime value score.

Table: L_CUST_MARITAL_STS

MARITAL_STS_ID Numeric (38,0)

Not NULL Yes/No Unique identifier of marital status for a customer.

Default values are:• 1 - Single (never

married)• 2 - Married• 3 - Divorced

MARITAL_STS_DESC VarChar (30)

NULL No/No Description of marital status for customer.






Table: L_CUST_STATUS

CUST_STATUS_ID Numeric (38,0)

Not NULL Yes/No Unique identifier of customer status.

Default values are:• 1 - Active• 2 - Lost

CUST_STATUS_DESC VarChar (30)

NULL No/No Description of customer status.

Table: L_CUSTOMER

CUSTOMER_ID Double Not NULL Yes/No Unique identifier of customer.

CURR_CUST_STATUS_ID

Numeric (38,0)

Not NULL No/Yes Unique identifier of customer status.

References CURR_CUST_ STATUS_ID in L_CURR_CUST_ STATUS

CUST_LV_SCORE_ID Numeric (38,0)

Not NULL No/Yes Lifetime value score for the customer.

References CUST_LV_SCORE_ ID in L_CUST_LV_SCORE

CUST_HOUSING_ID Numeric (38,0)

Not NULL No/Yes Housing type for the customer.

References CUST_HOUSING_ID in L_CUST_HOUSING

CUST_EDUCATION_ID Numeric (38,0)

Not NULL No/Yes Education level for the customer.

References CUST_EDUCATION_ID in L_CUST_ EDUCATION

MARITAL_STS_ID Numeric (38,0)

Not NULL No/Yes Marital status for the customer.

References CUST_MARITAL_STS_ID in L_CUST_MARITAL_STS

CUST_HH_COUNT_ID Numeric (38,0)

Not NULL No/Yes Number of people in the customer household.

References CUST_HH_COUNT_ID in L_CUST_HH_COUNT

CUST_GENDER_ID Numeric (38,0)

Not NULL No/Yes Gender of the customer.

References CUST_GENDER_ID in L_CUST_GENDER






CUST_AGE_RNG_ID Numeric (38,0)

Not NULL No/Yes Age range of the customer.

References CUST_AGE_RNG_ID in L_CUST_AGE_RNG

CUST_INC_RNG_ID Numeric (38,0)

Not NULL No/Yes Income range of the customer.

References CUST_INC_RNG_ID in L_CUST_INC_RNG

CUST_CITY_ID Numeric (38,0)

Not NULL No/Yes City of residence of the customer.

References CUST_CITY_ID in L_CUST_CITY

ACQUISITION_DATE TimeStamp (0)

Not NULL No/No Date when the customer was acquired.

CUSTOMER_NAME VarChar (30)

NULL No/No Customer description.

CURR_TENURE Numeric (38,0)

Not NULL No/No Current tenure in months of the customer.

LOST_DATE TimeStamp (0)

NULL No/No Date on which customer was lost, if customer status equals lost.

Table: L_PRODUCT

PRODUCT_ID Numeric (38,0)

Not NULL Yes/No Unique identifier of products which customer can purchase or subscribe to.

PRODUCT_GRP_ID Numeric (38,0)

Not NULL No/No Unique identifier of product classification.

PRODUCT_DESC VarChar (30)

NULL No/No Product description.

PRODUCT_GRP_DESC VarChar (30)

NULL No/No Description of product classification.






Table: L_TRANSACTION

TXN_ID Numeric (38,0)

Not NULL Yes/No Unique identifier of transactions/ orders.




© 2010 MicroStrategy, Inc. Glossary: acquisition rate 125

GLOSSARY

acquisition rate The number of new customers divided by the number of customers over a specified time period.

active customer A customer who is currently subscribed to a product or service with the company, or who has recently executed a transaction with the company.

ad hoc query A SQL query dynamically constructed by desktop tools and whose results are not known before it is sent to the server. The user is asking a new question that has not been answered by an existing report.

affinity product A product that is closely related to a purchased product, and which is a good candidate for a marketing campaign such as cross sell.

analyst The user category of a person who accesses reports, performs drilling, does exception reporting, generates report requirements, and is aware of the necessary analysis. An analyst receives useful data from information devices like alphanumeric pagers, fax machines, and e-mail without fully understanding how such information is derived or delivered.

analytics Predefined tools that allow analysis within each Analysis Module's functional areas. Analytics include reports, scorecards, dashboards, and so on.

Glossary Customer Analysis Module Reference

126 Glossary: attribute © 2010 MicroStrategy, Inc.

attribute A data level defined by the system architect and associated with one or more columns in a data warehouse lookup table. Attributes include data classifications like Region, Order, Customer, Age, Item, City, and Year. They provide a means for aggregating and filtering data at a given level.

See also:

• form

• expression

• child attribute

• parent attribute

attrition rate The number of lost customers divided by the number of customers in a given time period.

axes, axis 1) A vector along which data is displayed. There are three axes—Row, Column, and Page. When a user defines a template for a report, he places template units—attributes, dimensions, metrics, consolidations, and custom groups—along each axis.

2) One part of a multi-part graphical diagram. Many Sales and Distribution Analysis Module (SDAM) reports display data on more than one graphical axis, such as the Quotation Activity Summary report and the Quarterly Conversion Summary report.

business intelligence (BI) system

A system that facilitates the analysis of volumes of complex data by providing the ability to view data from multiple perspectives.

category See hierarchy.

Customer Analysis Module Reference Glossary

© 2010 MicroStrategy, Inc. Glossary: child attribute 127

child attribute The lower-level attribute in an attribute relationship.

See also:


• relationship

column 1) A one-dimensional vertical array of values in a table.

2) The set of fields of a given name and data type in all rows of a given table.

3) MicroStrategy object in the schema layer that can represent one or more physical table columns or no columns.

See also axis.

conditional metric A metric containing filter criteria in its definition.

consolidation An object that can be placed on a template and is made up of an ordered collection of elements called consolidation elements. Each element is a grouping of attribute elements that accommodates inter-row arithmetic operations.

Compare custom group.

cross sell The strategy of proactively marketing related products or services in addition to what a customer is already interested in buying. The results of a successful cross sell include an increase in the total value of the customer order or transaction.

custom group An object that can be placed on a template and is made up of an ordered collection of elements called custom group elements. Each element contains its own set of filtering qualifications.

customer loyalty analysis

A study to understand the factors related to maintaining customer loyalty and to increase revenues and profits.


128 Glossary: data modeling © 2010 MicroStrategy, Inc.

data modeling A method used to define and analyze data requirements needed to support the business functions of an enterprise. These data requirements are recorded as a conceptual data model with associated data definitions. Data modeling defines the relationships between data elements and data structures.

data warehouse 1) A database, typically very large, containing the historical data of an enterprise. Used for decision support or business intelligence, it organizes data and allows coordinated updates and loads.

2) A copy of transaction data specifically structured for query, reporting, and analysis.

decile, deciling The method by which a group is broken up into ten groups of equal elements. The first decile consists of the top ten percent; the second, the 11th to 20th percent; the third, the 21st to 30th percent; and so on.

demographics, demographic data

Data that locates, identifies, and describes a population and its properties; for example, data describing the age groups of people living in certain geographical areas or income categories. Other dimensions of demographic data include race, religion, political preference, spending preferences, and family size.

See also psychographics.

dimension An element or factor making up a complete entity or variable (a quantity that may assume any one of a set of values). For example, product types, times, and regions are three dimensions pertaining to sales. Different product types are sold over different time zones in different regions.

document 1) A container for formatting, displaying, and distributing multiple grid and graph reports from a single request.

2) The MicroStrategy object that supports such functionality.


© 2010 MicroStrategy, Inc. Glossary: drill 129

drill A method of obtaining supplementary information after a report has been executed. The new data is retrieved by re-querying the Intelligent Cube or database at a different attribute or fact level.

See also:

• page-by

• sort

• subtotal

editor A dialog box used to create and edit MicroStrategy Objects. There is a Filter Editor, Template Editor, Attribute Editor, Metric Editor, Report Editor, and so on.

entry level The lowest level set of attributes at which a fact is available for analysis.

ETL (extraction, transformation, and

loading)

1) The process used to populate a data warehouse from disparate existing database systems.

2) Third-party software used to facilitate such a process.

expression Formulas built from functions, attributes, facts, metrics, and consolidations that can be used to define attribute forms, fact calculations, metrics, or filters.

fact 1) A measurement value, often numeric and typically aggregatable, stored in a data warehouse.

2) A schema object representing a column in a data warehouse table and containing basic or aggregated numbers—usually prices, or sales in dollars, or inventory quantities in counts.

See also metric.


130 Glossary: fact table © 2010 MicroStrategy, Inc.

fact table A database table containing numeric data that may be aggregated along one or more dimensions. Fact tables may contain atomic or summarized data.

filter A MicroStrategy object that specifies a set of criteria used to limit the data returned in a report. Specifically, it limits the returned values of an attribute in the result set to a specified range. It is normally implemented in the SQL WHERE clause. Examples include: “1997”, “All weekdays in May”, “Stores in the Northeast”.

folder A MicroStrategy object used for grouping and storing in a single place a set of objects that are similar, such as filters, templates, and reports.

folder list A portion of the interface that lists all the folders found in the project in a hierarchical fashion. It helps a user to visualize and browse through a MicroStrategy project.

form One of several columns associated with an attribute that are different aspects of the same thing. For example, ID, Name, Last Name, Long Description, and Abbreviation could be forms of the attribute Customer. Every attribute supports its own collection of forms.

graph analytic An analytic showing data as points, lines, or bars, arranged according to axes based on the chosen metrics. Although not all analytics can be displayed in every graph type available, many analytics can be viewed in several ways. Choices for graph display include bars, lines, area graphs, and three-dimensional graphs.

grid analytic An analytic consisting of rows and columns. Each row or column has a heading, and each heading represents a prompt from the analytic. Grid analytics can be modified easily, by drilling, moving columns, converting columns to rows, sorting, and using page-by to display subsets of the analytic data as separate pages.


© 2010 MicroStrategy, Inc. Glossary: hierarchy 131

hierarchy A set of attributes defining a meaningful path for element browsing or drilling. The order of the attributes is typically—though not always—defined such that a higher attribute has a one-to-many relationship with its child attributes.

interactions The number of transaction-related and non-transaction-related interactions, including all interaction types, a customer has with a company within a given time period.

KPI (key performance indicator)

An indicator gauging how well a company progresses in numerous areas such as finance, customer service, and product availability and distribution.

level 1) In a data warehouse, facts are said to be stored at a particular level defined by the attribute IDs present in the fact table. For example, if a fact table has a Date column, an Item_ID column, and a fact column, that fact is stored at the Date/Item level.

2) With regard to metric calculation, the level is the level of calculation for the metric. For example, a metric on a report with Year and Store attributes would be calculated at the Year/Store level.

lifetime value A customer score that identifies the customers most likely to be profitable to a company over a period of time.

logical data model A graphical representation of data that is arranged logically for the general user, as opposed to the physical data model or warehouse schema, which arranges data for efficient database use.

lookup table A database table used to uniquely identify attribute elements. They typically consist of descriptions of dimensions. Lookup tables are usually joined to fact tables to group the numeric facts in the fact table by dimensional attributes in the lookup tables.


132 Glossary: lost customer © 2010 MicroStrategy, Inc.

lost customer A customer who has terminated his or her relationship with a company, typically by canceling all subscriptions to products or services and by not executing transactions over an extended period.

metadata A repository whose data associates the tables and columns of a data warehouse with user-defined attributes and facts, to enable the mapping of the business view, terms, and needs to the underlying database structure. Metadata can reside on the same server as the data warehouse or on a different database server. It can even be held in a different RDBMS.

metric 1) A business calculation defined by an expression built with functions, facts, attributes, or other metrics. For example: sum(dollar_sales) or [Sales] - [Cost].

2) The MicroStrategy object that contains the metric definition.

See also fact.

MicroStrategy Analytics Modules

A group of MicroStrategy projects with prepackaged metadata, reports, scorecards, and dashboards; default physical and logical data models to allow the modules to work with an external physical schema and data model or with the module’s packaged data warehouse schema; and reference guides for each Analysis Module’s data model, the individual analysis areas, metadata object definitions, data dictionary, and individual report use scenarios.

MicroStrategy Intelligence Server

Core of the MicroStrategy architecture; manages and organizes users, projects, and database connections; coordinates, prioritizes, and executes all user requests; and allocates the resources necessary to complete them. MicroStrategy Intelligence Server tracks schedules, manages security, and provides the ability to monitor and analyze the daily activity of the entire decision support environment.


© 2010 MicroStrategy, Inc. Glossary: multidimensional analysis 133

multidimensional analysis

A form of analysis of the data in a data warehouse that includes many relationships, each representing a dimension. For example, a retail analysis may seek to understand the relationships among sales by region, by quarter, by demographic distribution (income, education level, gender), and by product. Multidimensional analysis provides results for these complex relationships.

new customers A measure of the number of customers acquired within a specific time period, as determined by business transactions or account closings.

object Conceptually, the highest grouping level of information about one concept, used by the user to achieve the goal of specified data analysis. More concretely, an object is any item that can be selected and manipulated, including folders, reports, facts, metrics, and so on.

outline mode Report viewing mode that creates indented, collapsible groupings of related elements to make reports neater and easier to read.

page-by Segmenting the data in a grid report by placing available attributes, consolidations, and metrics on a third axis called the Page axis. Since a grid is two-dimensional, only a slice of the cube can be seen at any one time. The slice is characterized by the choice of elements on the Page axis. By varying the selection of elements, the user can page through the cube.

See also:

• drill

• sort

• subtotal


134 Glossary: parent attribute © 2010 MicroStrategy, Inc.

parent attribute The higher-level attribute in an attribute relationship with one or more children.

See also:

• child attribute

• relationship

patterns Associations among data in a database which recur with some frequency. A pattern can be the fact that whenever product A is purchased, 73% of the time a customer also purchases product B; or product C is most often purchased at a particular time of year. In each of these examples, there is an association or linking of two or more facts to form a pattern.

preference analysis The study of customer preferences concerning products and the usage of channels or devices.

product affinity A buying behavior shown by customers who purchase a particular product, and who also purchase another product that is closely related, or showing an affinity.

profitability segment A sector of the population considered profitable to a company.

project The highest-level intersection of a data warehouse, metadata repository, and user community, containing reports, filters, metrics, and functions.

prompt MicroStrategy object in the report definition that is incomplete by design. The user is asked during the resolution phase of report execution to provide an answer that completes the information. A typical example with a filter is choosing a specific attribute on which to qualify.


© 2010 MicroStrategy, Inc. Glossary: psychographics 135

psychographics Aspects of the population identified for customer profiling based on values, attitudes, and lifestyles. For example, customers between the ages of 30 and 40 living on houseboats in the Florida Keys buy Flipper suntan lotion more often than customers of the same age living in cabins at the foot of the Rocky Mountains.

See also demographics.

query A request for data from a database or data warehouse. A report is a database query.

ranking A type of OLAP function that returns the rank of a value in a group of values. Rows with equal values with respect to the ordering are assigned the same rank.

relate table A table containing the ID columns of two or more attributes, thus defining associations between them.

relationship An association specifying the nature of the connection between one attribute (the parent) and one or more other attributes (the children). For example, City is a child attribute of State.

See also:


• child attribute

report The central focus of any decision support investigation. A report allows users to query for data, analyze that data, and then present it in a visually pleasing manner.

retention, customer A business process of maintaining or securing loyal and profitable customers.


136 Glossary: schema © 2010 MicroStrategy, Inc.

schema 1) The set of tables in a data warehouse associated with a logical data model. The attribute and fact columns in those tables are considered part of the schema itself.

2) The layout or structure of a database system. In relational databases, the schema defines the tables, the fields in each table, and the relationships between fields and tables.

schema object MicroStrategy object created, usually by a project designer, that relates the information in the logical data model and physical warehouse schema to the MicroStrategy environment. These objects are developed in MicroStrategy Architect, which can be accessed from MicroStrategy Desktop. Schema objects directly reflect the warehouse structure and include attributes, facts, functions, hierarchies, operators, partition mappings, tables, and transformations.

scorecard A type of tally sheet displaying a company's performance using key performance indicators (KPIs) that gauge how well a company progresses in areas such as finance, customer service, and product availability and distribution.

See also KPI (key performance indicator).

segmentation A technique for deriving clusters and classes by creating two-way and multi-way splits from a dataset according to specified variables.

sort Arranging data according to some characteristic of the data itself (alphabetical descending, numeric ascending, and so forth).

See also:

• drill

• page-by

• subtotal


© 2010 MicroStrategy, Inc. Glossary: subtotal 137

subtotal A totaling operation performed for a portion of a result set.

See also:

• drill

• page-by

threshold Used to create conditional formatting for metric values. For example, if dollar sales is greater than $200, format that cell to have a blue background with bold type.

transformation A schema object that encapsulates a business rule used to compare results of different time periods. Transformations are used in the definition of a metric to alter the behavior of that metric.

user hierarchy Named sets of attributes and their relationships, arranged in specific sequences for a logical business organization. They are user-defined and do not need to follow the logical model.


INDEX

Aacquisition

analysis 23reports 24

ad hoc analysis 4ad hoc query defined on 4advanced metrics 4affinity 69affinity product 69analysis areas 2analytics defined on 1attachment rate 73attributes defined on 9

glossary 80attrition


attrition rate defined on 29

CCAM. See MicroStrategy Customer Analy-

sis Module.

campaigns

cross sell 58, 60

marketing 46column 115configuring the modules xcost fact 107cross sell defined on 76

analysis 58campaigns 58, 60, 69reports 58

current customer count metrics 107custom groups defined on 4

glossary 80customer

acquisition 24attrition 27hierarchy 94lifetime value 46loyalty 35ranking metric 106retention 37tenure 67

customer characteristics

current customers 43new customers 26

customer cross sell reports 58customer distribution reports 42

Index Customer Analysis Module Reference

140 © 2010 MicroStrategy, Inc.

customer migration reports 63customer profiles

about 41and products 60financial contribution 54new customers 26

customer profitability


customer profitability profile reports 64customer segmentation


customer status filters 87customer status summary reports 30customer status table 114

Ddashboards 2, 4, defined on 7Data Mining Services 5data warehouse

and porting 11default, tables and columns 111options 11populating 111

decile defined on 4profit 50revenue 51

definitions, object 10, 94demographics defined on 31

and customer distribution 44and financial contribution 54lookup tables 115

designing analytical applications xidimension defined on 10

documents 4, defined on 8and Intelligence Server 5

drilling defined on 4

Eeditor 10Erwin file

logical schema 9, 92physical schema 11, 112

ETL routines 111expression, form 96

Ffact table

customer status 114in logical schema 93in physical schema 112products 114

facts defined on 9cost 107index for customer counts from cus-

tomer lookup 107index for customer counts with histori-

cal status 108index for customer counts with

transactions 108index for order counts 109revenue 106

filter defined on 3filters

customer status 87glossary 87metric qualifications 87product affinity 88time 88

financial contribution reports 54folder

public objects 6reports 6

Customer Analysis Module Reference Index


schema objects 79, 94form expressions 97formatting, report 3

Gglossaries

custom groups 80filters 87metrics 80object 79prompts 89

Hhierarchies defined on 10, defined on 94

customer 94product 102time 104transaction 103

historical customer count metrics 108

Iindex for customer counts

from customer lookup fact 107with historical status fact 108with transactions fact 108

index for order counts fact 109installing the modules xiinternational support xxintroduction 1

Kkey performance indicators 7KPI. See key performance indicator.

Llifetime value 46, defined on 46

lookup table 115logical data model defined on 9, 11, 91logical schema diagram 92lookup tables 114loyalty, customer 35

Mmapping methods 10margin

and profitability 65and top products 77

market basket analysis 69marketing campaign

popular products 76target lists 46

metadata defined on xcustomer attributes 95product attributes 102time attribute 104transaction attribute 103

metric qualifications filters 87metrics

advanced, about 4current customer count 107glossary 80historical customer count 108transaction counts 109

MicroStrategy Analytics Modules defined on x

MicroStrategy Customer Analysis Module

about 1analysis areas 2features 3solutions 1

MicroStrategy Report Services 5



migration, customer 63module

about ixconfiguring xinstalling xiporting xi

multidimensional 9

Nnew customers defined on 25

Oobject

definitions 10glossary 79properties 10

object glossary 79about 9

Ppage-by defined on 3physical schema

about 11and porting 11diagram 112

populating a data warehouse 111portability rules 97porting defined on 11

Predictive Analysis 5product

affinity 69hierarchy 102revenue 60

product affinity filters 88product cross sell reports 69product profitability reports 73

profit

bands and migration 63by demographics 65contribution 73metric 106

profitability, customer


profitability, product reports 73project

accessing 6definitions 9, 106

prompts defined on 3prompts glossary 89properties, object 10, 94psychographics defined on 32

and customer distribution 47and financial contribution 54and profitability 66lookup tables 114

public objects folder 6

RRDBMS 11reports

accessing 6folder 6formatting 3usage scenarios 5

retention


revenue

and products 73and profitability 65and transactions 62bands 67

Customer Analysis Module Reference Index


contribution metric 106fact 106

Sschema defined on 9

logical 92physical 111

schema objects folder 79, 94scorecards 1, 4, defined on 7, 13segmentation defined on 4

customer 41solutions 1source table 10, 94support

international xxsupport. See technical support.

Ttable alias 97table columns 115tables, physical 114technical support xxtenure 67time filter 88time hierarchy 104transaction count metrics 109transaction hierarchy 103transactions

and product affinity 72and revenue 62lookup table 115trends 61

transformations 109