Quick Response Improves Returns on Business Intelligence Investments

Guy H. Gessner · Linda Volonino

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Big Data and Business Intelligence Competitive and Knowledge Intelligence Customer churn and segmentation

Abstract

Getting the timing right for presenting offers to customers can improve returns on business intelligence (BI) investments for marketing applications. Specifically, by tracking and managing customer transactions and interactions to identify the right offer to a customer at the right time, firms can capture a greater share of their customers' wallets. A key component of this BI strategy is a data management infrastructure that enables companies to recognize in real-time the changes in a customer's behavior that signal when there is a high probability that the customer will respond positively to an offer.

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References

2003The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration 2003Organizational Responses to Customer Complaints: What Works and What Doesn’t 1998The Data Warehouse Lifecycle Toolkit : Expert Methods for Designing, Developing, and Deploying Data Warehouses

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