How Analytics Drives Customer Life Cycle （分析驱动客户生命周期如何）.pdfVIP

FOR: Customer How Analytics Drives Customer Life- Intelligence Professionals Cycle Management by srividya sridharan, november 19, 2012 key TakeaWays analytics Must yield intelligence, Not information With the explosion of customer data, customer intelligence professionals tasked with turning data into insight require analytics to be enforceable, accurate, timely, and delivered appropriately. Few fi rms use analytics to drive intelligence; instead, they use it as an information source about customers. Current analytical approaches Miss The Mark Current analytical approaches use the traditional funnel-based approach to marketing and focus on driving awareness and acquisition. Th e funnel-based focus means fi rms rely on volume growth versus long-term profi tability; obsess about channel metrics versus customer metrics; and settle for aggregate, descriptive analysis. Make Customer analytics pervasive across The Life Cycle To eff ectively use analytical techniques across the four stage of the life cycle -- discover, explore, buy, engage -- fi rms must align life-cycle perspectives between the fi rm and the customer, determine the breadth and depth of analytics intervention, and use customer value and profi tability as a common threa