《CA数据仓库》PPT课件.ppt

1、Data Warehousing In The Mobile Telecommunication Industries,Terry Yeo Practice Director Wong Bak Wei Solution Architect,What is Data Warehousing,Basic Situation,Businesses need more information faster to remain competitive. Businesses have lots of data, but little information. Technology is catching

2、 up to the demand.,Business Drivers,Increased Competition Faster Business Cycles Mergers 19.1%Annual Growth IDC Survey: Average ROI = 401%! but 1 in 2 are Failing,Why are People Failing?,Not Business-Driven Not Partnering With the Business Wrong Expectations Set Up Front Taking Short-Sighted Approac

3、hes “Build It and They Will Come”,Data Mart Only Warehouses,Independent Data Marts Seems Faster, Cheaper No common architecture; No shared reference data Once built, difficult to integrate Vs. Dependent and/or Architected Data Marts,Data Warehousing Market Themes,Avoiding Failure 1 in 2 are failing

4、High Risk Return on Investment Measuring Business Value Data Warehouses vs. Data Marts Data Warehouse Management Evolve with, not after, the business does. Support growing number of users, in more places, with more data!,The Critical SuccessFactor in Implementinga Data Warehousein your Organization,

5、Session Agenda,Data Warehousing today 8 Reasons of Failures to Avoid ! 10 Critical Success Factors How to measure success Summary,Data Warehousing Today,Many flavors of DW has been implemented (in Asia as well) Enterprise end-to-end DW Metadata Management Subject Area Data Marts Reporting OLAP EIS E

6、RP users implementing DW More emphasis of Web-enablement However . 1 of 2 DW projects fails !,8 Reasons of Failure,Success is hard to measureFailure is easy ! Reasons why DW projects fail No more funding Bad data quality Users unhappy with query tools Only a small percentage of users use the DW Poor

7、 performance Inability to expand Data is not integrated ETL process does not fit batch window,Critical Success Factors,Common Data Definitions Consolidate different sets of departmental definitions (Extremely difficult .) These definitions are rarely documented ! Each project should have a glossary

8、of business terms to support the project,Multimedia,Documents,Packaged Applications,Groupware,Databases,Critical Success Factors,Well-defined transformation rules Data from source systems will be transformed in one way or another. Data will always be specifically selected, recorded, summarized and i

9、ntegrated with other data Transformation rules are critical to do this correctly,Critical Success Factors,Properly trained users Regardless of how easy to use a tool is, users must be trained Training should be geared to the level of user and the way they use the data warehouse Types of training how

10、 to use the tools how to use any custom developed applications availability of predefined queries Exception Alert; Forecasting; Productivity Measurement; Data Mining Technology Cluster Similar Behavior; Market Segmentation; Customer Targeting; Prediction and Impact Analysis;,Decision Support System,

11、Monopolistic Market,Liberalized Market Open Market,How Can Decision Support Help ?,Increase Competition From External Carrier Increase Customer Sophistication Resulting from Competition,Issues Customer Complain Analysis; Customer Ranking Analysis; Customer Complain Growth Rate; Response to Complain

12、Analysis.,EXAMPLE Proactively anticipate growing trends of problems Anticipate and increase Quality Of Service,Decision Support Application -Customer Profiling,Service Planning,Service Item Utilization; Market Basket Analysis; Price and Rate Plan Analysis.,EXAMPLE Product Offering and Service Packag

13、ing Cross Selling of Product,Decision Support Application -Customer Profiling,Network Utilization,Roaming Analysis; Revenue and Profitability Analysis; Call Pattern Analysis; Network Utilization Response to Promotion and Marketing Campaign; Call Volume Analysis; Subscriber Usage Pattern Analysis; Ou

14、tgoing and Incoming Traffic Analysis; Customer Ranking Analysis; Cell Utilization and Growth Patterns.,Decision Support Application -Customer Profiling,Customer Loyalty,Customer Reward Program Analysis; Response to Marketing Campaign Analysis.,Decision Support Application -Customer Profiling,Campaig

15、n Management Productivity Measurement,Fraud,Potential Fraud Analysis; Call Tracking Analysis ( Alert and Exception Tracking ).,Decision Support Application -Customer Profiling,Is there a potential fraud ? Is this call make normal ?,Customer Billing/ Payment,Customer Billing By Service Packages; Cust

16、omer Aging Analysis; Customer Payment Analysis; Bad Debt Management Analysis; Over Credit Limit Analysis; Dunning Analysis; Credit Profitability and Revenue Analysis.,Decision Support Application -Customer Profiling,Focus in Bad Debt Management Which customer is most likely to fraud,Customer Acquisi

17、tion,Customer Acquisition by Promotion and Marketing Campaign; Customer Acquisition by Service Package; Customer Acquisition by Area; Customer Acquisition by Customer Demographic; Growth Rate Analysis (Trend); Customer Stay Duration Analysis; Actual VS Plan Analysis (Comparative Analysis); Profitabi

18、lity Analysis.,Decision Support Application -Customer Profiling,Who are my customer Buying Trend Average life span of my customer,Customer Retention,Churn Rate Analysis; Suspend Subscriber Analysis; Customer Complain Analysis; Network and Service Quality Analysis; Customer Deactivation Analysis; Ser

19、vice Duration Analysis; Growth Rate; Churn Cause Analysis; Profitability Analysis.,Decision Support Application -Customer Profiling,Decision Support Application -Other Example,Churn Management Campaign Management How to Profile a Prepaid Customer ?,Decision Support Application -Benefits,Extend profi

20、t through better Retention Minimize Cost through better attraction Better cross-selling through up selling (maximize sales through better cross selling) Improve profit by better understanding customers and opportunities,Improve customer interactions with their customer at all touch points by integra

21、ting the results of analysis in their operational systems and CRM applications Increase customer lifecycle value by acquiring the right new customers more effectively, cross selling and up selling more effectively, and retaining customer layer,Decision Support Application -Benefits,Reduce the risks

22、and cost of fraud, bad debt and non compliance by identifying trends, patterns and exception,Decision Support Application -Benefits,Decision Support System -Case Study,Who are my best customer ?,Decision Support System -Case Study,Data Warehouse Marketing Database,Date of Acquisition Call Pattern Re

23、sponse to Loyalty Program Income Level Region Gender and other demographic data,Goals,Look at the amount of money spent over time to identify different segments of customers by demographic group,Decision Support System -Case Study,Initial Exploration: What is my typical customer like ?,Where do my c

24、ustomer reside ? What is the average income level of my customer ? How long have our customers been customers ? What is the average response to our different promotion ? How many people respond to the promotion ? How much money do our customer spend ?,Decision Support System -Case Study,Further Anal

25、ysis,How do my customer differ ? How are they similar ? What is the average customer lifetime by region and different demographic data How do people response to promotion based on region and different demographic data Which Customer spend most money ?,Decision Support System -Case Study,Action Plan,

26、Develop Retention Program Develop new bundle of product and services to better target the needs of the customer Duplicate successful marketing campaign to more target prospects,Questions and Answers,The Value AddCustomer Relationship Management,Decision Support System- CRM Application,CRM Definition

27、 “ A set of technology and process that acquire and deploy the knowledge about customers. “,Customer Warehouse Architecture,What Can We Improve ? Customer Database become Consolidated; Customer Data Quality; Better Analysis Business Results.,Behind The Scene,Fact of Data Warehouse,Assess,Plan,Execute,No “one size fits al