A Datamonitor report
Analytical CRM
The next step in intelligent enterprise evolution
Published: Jun-05 Product Code: DMTC1112
Providing you with:
• Coverage of the full range of
technologies in the aCRM market,
including ETL, data quality, data
warehousing and BI tools
• Discussion on the development of
aCRM technologies as part of the
changes seen in the wider BI market
Use this report to...
Understand the indicators displayed
by firms likely to adopt advanced
aCRM solutions
• A full market sizing analysis by
geography, vertical and technology for the
aCRM space
• Analysis of the usage of aCRM, the ways
in which it is currently deployed, and how
this will change
www.datamonitor.com/technology
Analytical CRM – The next step in intelligent enterprise evolution
DMTC1112
Introduction
Analytical CRM is both a technology and a concept. As part
of the wider business intelligence market it is a complex
area to understand. This report simplifies the technologies,
uses and user groups found in the aCRM market.
Datamonitor considers aCRM to be the next logical step in the development of the
customer-centric enterprise, as natural as the deployment of enterprise applications
and the development of robust and scalable technology infrastructures. The
question remains how will businesses adopt aCRM: as part of a wider enterprise
business intelligence (BI) initiative, or, as an independent customer focused
solution? The answer is both.
Key findings and highlights
• The market for aCRM is significant with strong and stable growth forecasted.
Vendors in this space must understand the ways in which aCRM is utilized, how
to identify the right customers and leverage their expertise to succeed in this
developing market.
Reasons to buy
• Understand the indicators displayed by firms likely to adopt advanced aCRM
solutions
• Learn about the market opportunities, by geography, vertical and technology
• Develop new strategies to encompass the changes seen and expected in the
aCRM space
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tel:
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+1 212 686 7400
+61 2 9006 1526
fax:
fax:
fax:
fax:
+44 20 7675 7016
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+1 212 686 2626
+61 2 9006 1559
email:
email:
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email:
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deinfo@datamonitor.com
ustcmarketing@datamonitor.com
apinfo@datamonitor.com
Analytical CRM – The next step in intelligent enterprise evolution
DMTC1112
Table of contents
EXECUTIVE SUMMARY
INTRODUCTION
• aCRM must be defined both as a technology and
a concept
- As a concept
- As a technology
• Business intelligence and aCRM
- The uses of business intelligence
• Why aCRM? Why now?
- Evidence?
• Enterprise and customer value
• What's covered in this report?
ACRM TECHNOLOGY AND DEVELOPMENT
• Introduction
• Key findings
• aCRM is usually part of a wider BI initiative; however,
it can also be an enhancement to CRM applications
• Changing technology, infrastructure and business
requirements all influence the development of aCRM
solutions
- Technology
- Technology infrastructure
- Business requirements
• Finding the value in aCRM projects depends on their
deployment and uses
• While information democracy is an important feature
of aCRM but it needs careful analysis to deliver value
- User group requirements influence each group's
technological requirement
- Hide the complexity of aCRM from less advanced user
groups
- Strike a balance between real time and ‘right time’
- Policy design and information democracy
• Conclusions
CUSTOMER FOCUS
• Introduction
• Key findings
• Most enterprises follow a development path; vendors
need to deal with those businesses at the right level
of maturity
• Businesses which will benefit from aCRM share a
number of indicators
- A high degree of commodotization, tied with high data
volume creates the right environment for aCRM
adoption
• Small to medium enterprise aCRM is not as unlikely
as it sounds
- Reporting is an important step toward analysis
• Information generated by aCRM can either be pulled,
or pushed. User group requirements dictate
• Data quality is always going to be an issue, but it is
perhaps not as significant as previously thought
• Conclusions
THE MARKET FOR ACRM
• Introduction
• Key findings
• As a subsegment of business intelligence, aCRM is
a difficult market to ring fence and account for
• aCRM is a growing market, showing signs of maturity
in NA and EMEA
- Geographical analysis
• As database vendors incorporate more BI
technologies into their product, they will own an
increasing share of the market
- Built-in bias
• Financial services, retail, manufacturing and
communications are the clear vertical leaders in this
market
• The market split by size band highlights the high end
nature of this technology set
• Conclusions
“...aCRM, like CRM, is not just technology, but a broader shift – culminating
in business transformation – which requires technology, cultural
change and support from the executive board right through to ‘buy-in’
at the most junior level in the firm...”
Analytical CRM
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COMPETITIVE LANDSCAPE
• Introduction
• Key findings
• BI-related vendors can be thought of in three
technology areas, analytical infrastructure, data
management and BI tools
- Vendors
- Analytical Infrastrcture
- Data management
- BI Tools
• Analytical infrastructure vendors need to maintain
their operational independence in the market place
to survive as independent entities
• Data management vendors are well placed to maintain
their role in this market and offer elements of other
vendors' functionality
- Reach down
- Reach up
• BI tools vendors need to offer three things: flexibility,
some pre-packaging and an ability to integrate with
anything
- Flexibility
- Pre-packaging components
- Integrate with everything
• CRM vendors have a role to play in this market
centered on market education and providing
functionality for a wider audience
STRATEGIC CONCLUSION
• Introduction
• Key findings
• Market education should be thought of under three
headings: business transformation, technology and
uses
- Business transformation
- Technology
- Uses
• Vertical, geography and size band focus all have
a fundamental role to play in vendor strategy
•
•
- Vertical
- Geographies
- Size band
aCRM will remain a piece of the wider BI market, and
will often be a 'bolt on' to deals in other BI domains
The competitive landscape is dominated by several
large key players. Datamonitor expects further
consolidation and a diversification of vendors'
product portfolios
APPENDIX
TABLES
Table 1:
Table 2:
Table 3:
Table 4:
Table 5:
Table 6:
Table 7:
Table 8:
Table 9:
Table 10:
Table 11:
aCRM
aCRM
aCRM
aCRM
aCRM
aCRM
aCRM
aCRM
aCRM
aCRM
aCRM
FIGURES
Figure 1:
Figure 2:
Figure 3:
Figure 4:
Figure 5:
Figure 6:
Figure 7:
Figure 8:
Figure 9:
Figure 10:
Figure 11:
Business intelligence architecture
aCRM user groups
aCRM market globally 2004-2009
aCRM market by geography 2004 and 2009
Business intelligence architecture
The enterprise/customer bridge
Fair value
aCRM user groups
aCRM market globally 2004-2009
aCRM market by geography 2004 and 2009
aCRM technologies 2004-2009
market globally 2004-2009
market by geography 2004-2009
in NA 2004-2009
in EMEA 2004-2009
in APAC 2004-2009
in CALA 2004-2009
technologies 2004-2009
market vertical analysis globally 2004
market vertical analysis by geography 2004
market vertical analysis globally 2009
by company size band 2004-2009
“...aCRM is part of the much wider business intelligence (BI) market and should
be treated carefully. Often aCRM is part of a wider intelligence initiative within
a company; while intimately linked, the two should not be confused...”
Analytical CRM
Analytical CRM – The next step in intelligent enterprise evolution
DMTC1112
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