<Insert Picture Here>
Understanding Your Customers
with Siebel CRM Analytics
Mike Fahner
Consulting Manager, EPM/BI
January 21, 2009
Agenda
Use Business Intelligence to…
1. Empower Everyone in the Organization
2. Drive Action in Sales, Service, and Marketing Teams
3. Expand Beyond CRM Reporting to Include Other
Enterprise Information
 Gain a Competitive Advantage!
Where to Begin
• What is Business Intelligence?
• Why use it?
Business Intelligence Defined
A set of technologies and processes that use data to
understand and analyze business performance
Gaining a Competitive Advantage
The BI Value Proposition
Business Intelligence transforms mission critical data
that runs your enterprise processes into insightful,
measurable, and actionable information that delivers
business results.
The Evolving Role of BI
From:
To:
Analysts
Pervasive use
Historical data
Real-time, predictive data
Fragmented view
Unified, enterprise view
Reporting results
Insight-driven business process
optimization
Analytic tools
Unified infrastructure & prebuilt
analytic solutions
Your BI Roadmap
1
1.
2.
3.
4.
5.
6.
2
3
4
Benchmark Current Capabilities
Establish Your Vision
Plan
Pilot
Execute
Review and Revise
5
6
Becoming an Analytical Competitor
The Five Stages of the BI Life Cycle
Stage 1
Stage 2
Analytically Impaired
Localized Analytics
Stage 3
Analytical Aspirations
Stage 4
Analytical Company
Stage 5
Terminal Stage
Analytical Competitor
Source: Competing on Analytics – The New Science of Winning, by Thomas H. Davenport, Harvard Business School Press, 2007
Understanding Your Customers with
Siebel CRM Analytics
Frequently Asked Questions
• Who are our Customers?
• Who are our best customers?
• Are our customer relationships improving or getting worse?
• Where are our Opportunities?
• Are we pursuing them effectively?
• Where should we invest our time and resources?
• Are we providing good Service?
• Is our Customer Service getting better or worse?
• Where can we improve Service? How can we reduce the
cost of Service without sacrificing quality of Service?
Siebel CRM Analytics - Sales
Sales Subject Areas
•
•
•
•
•
•
•
Customer Overview
Forecasting
Sales Activity
Orders
Products
Pipeline
Quotes
Siebel CRM Analytics - Service
Service Subject Areas
•
•
•
•
•
•
•
Activities
Agreements
Orders
Assets
Service Requests
Customer Satisfaction
Email Response
Real-Time Service Analytics
•
•
•
•
Activities
Assets
Service Requests
Solutions
Example: Service and Contact Center Analytics
1 Pre-built ETL to extract data from over 3,000
operational tables and load it into the DW,
sourced from CRM, call center telephony
middleware and other sources.
3 Pre-mapped BI EE metadata, including
embedded best practice calculations and
metrics for the contact center.
 Presentation Layer
 Semantic Object Layer
 Physical Layer
2 Pre-built warehouse with 15 star-schemas
designed for analysis and reporting on
contact center & service data.
4 A “best practice” library of over 150 pre-built
BI EE Interactive Dashboards and Alerts for
service and contact center agents, managers
and executives
Siebel CRM Analytics - Marketing
Marketing Subject Areas
•
•
•
•
•
Customers
Consumers
Events
Planning
Campaigns
Empowerment
Empowerment
Oracle Business Intelligence Application Features Support…
1. Single Source of Truth
2. Dashboard presentation of metrics that are a priority
for your organization
3. Role-based dashboards and reports
4. Line of sight reporting through business units
•
Drill-down capabilities
•
Roll-up consolidation capabilities
Common Enterprise Information Model
“Model once, deploy everywhere”
End user adoption is about information consistency and availability where and
when its needed. The Common Enterprise Information Model breaks down data
silos and makes information available on-demand.
Drive Action
Drive Action
Oracle Business Intelligence Application Features Support…
1. Interactive dashboards
2. Rules-based thresholds with graphic indicators
3. Alerts
•
•
•
•
Dashboard
Email
Pagers
PDAs
4. Delivers (“Push” technology for reports)
5. Briefing Books (Pack and Go)
6. Answers (Ad-hoc analysis and queries)
Tailored and Personalized Interactions
Transparent Business Intelligence
Guided Analytics
Leading Users from Discovery to Action
This is no longer about a stack of reports. Guided Analytics drives alignment and
actions through the organization by modeling and making accessible discovery
and decision making best practices.
Sense and Respond
Real-Time Proactive Monitoring and Response
Delivers/Analytic Agents provides true real-time in context sense and respond
capabilities across systems tailored for any user on any device.
Oracle Briefing Books
“Pack & Go”
Bring along an electronic “Briefing Book” which is a collection of your most important
dashboards. Briefing Books are extremely small, and can be delivered daily for
enterprise collaboration.
The bottom of every Dashboard page
has an
“Add to Briefing Book”
Link that automatically builds an
electronic briefing book that you carry
with you.
Moving Beyond Reporting
Moving Beyond Reporting
• Additional Subject Areas
• Additional Data Sources
• Custom Business Metrics for Gaining Competitive
Advantage
• Advancing Capabilities for BI Competitors
• Proactive Visualization Support
• Predictive Analytic Solutions
• Enhanced Collaboration with integrated BI solutions
Leverage Prebuilt Oracle BI Applications
Built in Best Practices Across Functions and Industries
Auto
Comms. Complex Consumer
& Media
Sector
Mfg.
Energy
Financial
Services
High
Tech
Insurance
Life
& Health Sciences
Public
Sector
Travel
& Trans
Sales
Analytics
Service &
Contact Center
Analytics
Marketing
Analytics
Financial
Analytics
Supply Chain
Analytics
Workforce
Analytics
Pipeline
Analysis
Churn
Propensity
Campaign
Scorecard
Receivables /
Payables Analysis
Supplier
Performance
Employee
Productivity
Triangulated
Forecasting
Customer
Satisfaction
Response
Rates
Customer
Profitability
Inventory
Analysis
Compensation
Analysis
Sales Team
Effectiveness
Resolution
Rates
Product
Propensity
Product
Profitability
Procurement
Cycle Times
Compliance
Reporting
Up-sell /
Cross-sell
Service Rep
Effectiveness
Loyalty and
Attrition
Regulatory
Compliance
Inventory
Availability
Workforce
Profile
Discounting
Analysis
Service Cost
Analysis
Market Basket
Analysis
Expense
Management
Employee
Expenses
Turnover
Trends
Lead
Conversion
Service
Trends
Campaign ROI
Cash Flow
Analysis
BOM Analysis
Return on
Human Capital
Other Operational
& Analytic Sources
Prebuilt adapters:
Oracle BI Suite Enterprise Edition
QUESTIONS
ANSWERS
For Further Information
Mike Fahner
Consulting Manager, EPM/BI Solutions
Oracle Consulting Services
mike.fahner@oracle.com