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Siebel Analytics - Insight to Action
Ricky Kapur5th September 2005
© 2005 Siebel Systems, Inc. Confidential. 2
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Agenda
§ Overview of Siebel Analytics
§ From Insight to Action – Integrating Operational and Analytical environment
§ Closed Loop Marketing – Service to Sale
§ Business Intelligence for the masses – Economic Scalability
© 2005 Siebel Systems, Inc. Confidential. 3
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3.5%Fair Isaac7
4.1%SAP AG5
6.0%NetIQ3
5.8%Epiphany4
1.9%NCR Teradata10
Coremetrics
Business Objects
SPSS
SAS Institute
Siebel Systems
Vendor
2.1%
3.1%
3.6%
12.7%
15.4%
% Share
9
8
6
2
1
Rank
License Revenue (U.S. $ Millions)
The Fastest Growing in Entire BI Market The Leader in Customer Analytics
Siebel Provides Next Generation BI and Analytics Today
Sources: IDC Vendor Rankings, Worldwide Customer Analytics Applications (2003), July 2004; Siebel Systems analysis
2003 20040
60
50
40
30
20
70
10
80
90
100
110
44%Growth
§ Market leader in Customer Analytics
§ Fastest growing company in the entire analytics/business intelligence market (cited by IDC in numerous 2003 studies)
§ Over 600 customers, 75% of which use us for Enterprise BI
§ Winner of many of the BI industry’s most coveted awards
§ Reader’s Choice Award - Best Customer Intelligence Solutions
§ Real-Ware Award - Best Business Intelligence Product
§ Experienced broad user adoption at some of the most analytically sophisticated companies anywhere
§ Own some of the most robust pre-built, industry-specific business analytical applications on the market
© 2005 Siebel Systems, Inc. Confidential. 4
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8,700
8,500
8,250
10,750
10,450
26,300
35,500
9,100
10,500
11,900
12,100
12,000
Number of Live UsersNumber of Live UsersCompanyCompany
Siebel Customers are demanding an Enterprise Wide BI Capability
13,800
47,000
14,000
28,000
21,800
21,000
23,000
60,000
10,000
12,000
22,000
25,500
55,500
Number of Live UsersNumber of Live UsersCompanyCompany
© 2005 Siebel Systems, Inc. Confidential. 5
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• Can I track delinquency behavior ?
• Am I alerted when limits are breached ?
• Can I have an integrated perspective of market, operational and credit risk?
• What are the behavioral patterns that lead to attrition ?
• What will make my customer most satisfied ?
• How can I timely identify branch service quality issues ?
• How can I predict Customer Life Time Value ?
• Who can I effectively cross-sell to ? What is the best product to cross-sell ?
• Through which channels have I acquired my profitable customers?
• What is my profitability by lines of business, management hierarchy, and products?
• What are the touch points my customers access most ?
• My branch managers don’t know how they are doing until after the end of the month, when it is too late to make a difference. Could I have day to day reporting ?
• Can I quickly identify and tracking potentially fraudulent transactions ?
• Can I quickly respond to compliance requirements
Imperatives for Industry
DecreaseCosts
IncreaseCustomerRetention
MaximizeCustomer
Profitability
Business
Monitor & Reduce Risk
Comply with Regulation
© 2005 Siebel Systems, Inc. Confidential. 6
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Components of an Analytical CRM capabilityV
alu
e t
o t
he
Bu
sin
ess
Business IntelligenceBusiness Intelligence for the masses – “Trickle-Down BI”
Closed LoopMarketing
Integration intoCRM environment
Identify cross-sell and churn targets to manage retention
Develop multi-stage, event-triggered campaigns, and provide campaign information to members within CRM environment
Low
High
PredictiveAnalytics
Data Warehouse
Leveraging rich analytical information to drive differentiation workflow into CRM environment
© 2005 Siebel Systems, Inc. Confidential. 7
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Agenda
§ Overview of Siebel Analytics
§ From Insight to Action – Integrating Operational and Analytical environment
§ Closed Loop Marketing – Service to Sale
§ Business Intelligence for the masses – Economic Scalability
© 2005 Siebel Systems, Inc. Confidential. 8
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Using Insight to Drive Actions and Customer Interactions in Real-time is Becoming a Business Imperative
Generational Step
TransactionalReporting
Query,OLAP / DW
PerformanceManagement
Insight Driven Action
IntelligentInteraction
Incr
easi
ng
Val
ue
“Here are your reports”
“Explore my data”
“How am I doing vs. goals?”
“What is my best opportunity?”“What should I do next?”
“What should I do now, at the moment of contact”
Market Needs Are Expanding Far Beyond Traditional Query and Reporting
ParadigmShift
© 2005 Siebel Systems, Inc. Confidential. 9
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© 2005 Siebel Systems, Inc. Confidential. 10
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© 2005 Siebel Systems, Inc. Confidential. 11
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© 2005 Siebel Systems, Inc. Confidential. 12
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© 2005 Siebel Systems, Inc. Confidential. 13
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© 2005 Siebel Systems, Inc. Confidential. 14
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© 2005 Siebel Systems, Inc. Confidential. 15
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Using Insight to Drive Actions and Customer Interactions in Real-time is Becoming a Business Imperative
Generational Step
TransactionalReporting
Query,OLAP / DW
PerformanceManagement
Insight Driven Action
IntelligentInteraction
Incr
easi
ng
Val
ue
“Here are your reports”
“Explore my data”
“How am I doing vs. goals?”
“What is my best opportunity?”“What should I do next?”
“What should I do now, at the moment of contact”
Market Needs Are Expanding Far Beyond Traditional Query and Reporting
ParadigmShift
Retrospective Active Decisioning
© 2005 Siebel Systems, Inc. Confidential. 16
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Cross-Sell Offers generated within Marketing
environment provided to members within the CRM
environment
Useful analytical insights provided to
front-office
© 2005 Siebel Systems, Inc. Confidential. 17
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Customer complains about a specific product/service.
Members opens a new Service Request
Churn Probability is recomputed in
real-time and presented to the
member as a high risk issue
© 2005 Siebel Systems, Inc. Confidential. 18
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New ‘Increased Churn’ probability computed
within Siebel Analytics kicks off a workflow in
Siebel and provides the member with the authority to close the
service request through a fee waiver
Churn Probability is recalculated in Siebel
Analytics and presented back to the
member
© 2005 Siebel Systems, Inc. Confidential. 19
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Member updates customers details.
Customer is now married, and income has increased
to 100k-200K.
© 2005 Siebel Systems, Inc. Confidential. 20
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Based on the additional insights on customer details, new targeted
offers are provided to the member to discuss with
the customer
© 2005 Siebel Systems, Inc. Confidential. 21
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Agenda
§ Overview of Siebel Analytics
§ From Insight to Action – Integrating Operational and Analytical environment
§ Closed Loop Marketing – Service to Sale
§ Business Intelligence for the masses – Economic Scalability
© 2005 Siebel Systems, Inc. Confidential. 22
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The Service To Sale Solution Set Focuses on Improving Customer Retention and Revenue Growth
Why Service to Sale ?
• Because the quality of customer service is the single-most-important factor influencing customer retention.
• Because an offer will not result in a sale if it is not preceded by an excellent service interaction.
• Because an offer will not result in a sale if it is not targeted and personalized to the individual.
Sale
No Sale No Sale
No Sale
Poor Service
Excellent Service
Targeted Offer
Generic Offer
© 2005 Siebel Systems, Inc. Confidential. 23
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A Service To Sale Scenario
Insight
Action
A marketing manager receives a customer attrition alert for Gold Customers. Using Siebel Analytics, he quickly investigates the root causes behind the alert.
Using Siebel Marketing, the marketing manager creates a customer segment of all ‘Gold Customers At Risk’. He also develops a number of retention campaigns.
A ‘Gold Customer At Risk’ calls into the contact center with a service request. His call is immediately routed the agent best suited to providing him with excellent service.
Using Siebel Call Center, a contact center agent walks through a customer retention script and presents the customer with a real-time offer that is tailored specifically to him.
© 2005 Siebel Systems, Inc. Confidential. 24
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The Service To Sale Solution Process
Cu
sto
mer
A
gen
tM
arke
tin
g
Man
ager
Cu
sto
mer
Gain & Refine Customer
Insight
Design Customer Segments
Develop Retention &
Growth Campaigns
Request Service
Provide Personalized
CustomerService
Generate & Execute Lead
Real-Time Offer Allocation
Respond to Offer
Measure Performance
© 2005 Siebel Systems, Inc. Confidential. 25
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Gain and Refine Customer Insight
• Receive automated attrition alerts and initiate relationship initiatives based on anticipated events.
• Monitor and recognize identified patterns that lead to attrition.
• Anticipate actions to prevent attrition of profitable customers.
• Develop predictive scores that allow you to forecast customer profitability and customer risk
Des
crip
tion
Mar
ketin
g
Man
ager
Sie
bel
A
nal
ytic
s
Generate Attrition Alert
Start
Review Analytics
Home Page
Review Attrition Alerts
Go to Marketing Analytics
Review Customer Attrition
Identify Root Cause
Identify Relevant
Customers
Design Customer Segment
Analytics Dashboard
Active Alert
© 2005 Siebel Systems, Inc. Confidential. 26
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Design Customer Segments
§ Segment customers based on profitability and create predictive customer profiles to identify most valuable customers.
§ Segment Designer allows queries across multiple different stars in the data warehouse to be easily handled.
§ Allow business users to have easy access to an interactive UI which displays counts in a “waterfall” style display.
Des
crip
tion
Siebel Segment Designer
Mar
ketin
g
Man
ager
Sie
bel
A
nal
ytic
s
Transfer Customers to Segment Designer
Start
Review Customer Segments
Refine Customer Segments
Develop Retention &
Growth Campaigns
© 2005 Siebel Systems, Inc. Confidential. 27
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Provide Personalized Customer ServiceC
ust
om
er A
gen
tC
usto
mer
Start
Identify/Verify
Customer
Route to Best Available Agent
Service Customer Request
Complete Service
Real-Time Offer
Allocation
Request Service
High Value?
Route to Standard Agent
Yes
No
Churn Rate?
Low
High
Perform Retention Actions
Siebel Call Center• Differentiate service based on customer profitability
prediction.
• Personalize interactions with each individual based on prediction of his expectations
• Build a 360 degree view of customer across product divisions to improve serviceD
escr
iptio
n
© 2005 Siebel Systems, Inc. Confidential. 28
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Real-Time Offer Allocation
Cu
sto
mer
A
gen
tC
usto
mer
StartComplete Service Request
Deliver Offers to Customer
Generate Lead
Accept?No
Yes
End
Sie
bel
A
nal
ytic
s
Revise Customer
Profile
Predict Customer Segment
Retrieve Offers for Segment
Update Customer
Profile
Retrain Segmentation
Model
Re-calculate Offer Scores
Customer Response
• Predict product propensity correlating insight from multiple data sources, leverage real time predictive scores at the operational level during customer interactions.D
escr
ipti
on
© 2005 Siebel Systems, Inc. Confidential. 29
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Agenda
§ Overview of Siebel Analytics
§ From Insight to Action – Integrating Operational and Analytical environment
§ Closed Loop Marketing – Service to Sale
§ Business Intelligence for the masses – Economic Scalability
© 2005 Siebel Systems, Inc. Confidential. 30
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Economic Scalability – The Three Pillars
Physical Scalability• Business Self-sufficiency
(no report/cube-factory)• No data duplication• No network overload
End User Scalability• Ease of use – Insight accessible to
anyone who needs it• Dynamic Vs Static• All content personalized and role-
based• Content is rich and interactive• Use of alerts for exception analysis
Economic scalability (Build Vs Buy):
• Meeting business timelines • Quick Time-to-Value• Out-of-the-box applications
© 2005 Siebel Systems, Inc. Confidential. 31
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Economic Scalability – The Three Pillars
Physical Scalability• Business Self-sufficiency
(no report/cube-factory)• No data duplication• Good Citizen on the Network• Complex Analysis (Multi-pass,
Sub Queries, advanced calculations)
End User Scalability• Ease of use – Insight accessible to
anyone who needs it• Dynamic Vs Static• All content personalized and role-
based• Content is rich and interactive
Economic scalability:
• Meeting business timelines • Quick Time-to-Value• Out-of-the-box applications
© 2005 Siebel Systems, Inc. Confidential. 32
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Physical Scalability: Legacy Business Intelligence – Heavy Above the Line
SiebelSiebelOLTPOLTP
SiebelSiebelRMW/CEWRMW/CEW TeradataTeradata
DepartmentDepartmentData MartsData Marts
DepartmentDepartmentData MartsData Marts
CubesCubes
Relational (SQL) SourcesRelational (SQL) Sources
OtherOther File or XMLFile or XMLSourcesSources
Query & Report Portal/Scorecard
OLAP Analysis Data Mining
• Tools are complex• Results are inconsistent• Minimal ability to reuse• Heavy dependencies on IT• Unpredictable performance• Each app becomes a silo
This makes it extremely difficult for IT to deliver on performance, manage change, and
give self-sufficiency to the business
Different User Tools for Different Functions Different User Tools for Different Functions –– “Report“Report--Centric”Centric”
Minimal Ability to Centrally ManageMinimal Ability to Centrally ManageResources and ApplicationsResources and Applications
CubesCubes
© 2005 Siebel Systems, Inc. Confidential. 33
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Scalability requires the Right architecture
Business User Self-Sufficiency – Flexible, Responsive, Low Maintenance
SiebelSiebelOLTPOLTP
BackBackOfficeOffice
SAP BWSAP BWSiebelSiebelRMW/CEWRMW/CEW
EnterpriseEnterpriseDWDW
DepartmentDepartmentData MartsData Marts MultiMulti--
dimensionaldimensional(MDX) Sources(MDX) Sources
OtherOther
File or XMLFile or XMLSourcesSources
?? Scalable PerformanceScalable Performance
?? Supports Information ConsistencySupports Information Consistency
?? Enables User IndependenceEnables User Independence
?? Allows IT to Respond Quickly to Allows IT to Respond Quickly to ChangeChange
?? All Relevant Enterprise Data All Relevant Enterprise Data SourcesSources
Optimized Data Access and Intelligent SQL Request Generation Services
Enterprise Business Model Metadata Services
Multidimensional Analysis Engine (OLAP) Data Mining Services
Intelligent Multi-Level Caching Services
Calculation and Integration Services
Centralized Management of Resources, Applications, Data Access
TeradataTeradata
Query & Report Portal/Scorecard
OLAP Analysis Data Mining
© 2005 Siebel Systems, Inc. Confidential. 34
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Economic Scalability – The Three Pillars
Physical Scalability• Business Self-sufficiency
(no report/cube-factory)• No data duplication• Good Citizen on the Network• Complex Analysis (Multi-pass,
Sub Queries, advanced calculations)
End User Scalability• Ease of use – Insight accessible to
anyone who needs it• Dynamic Vs Static• All content personalized and role-
based• Content is rich and interactive
Economic scalability (Build Vs Buy):
• Meeting business timelines • Quick Time-to-Value• Out-of-the-box applications
© 2005 Siebel Systems, Inc. Confidential. 35
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Three Key Requirements of an Analytic Application
Function Layer: Subject Area Data Warehouse
User Layer: Dashboards and Analytic Workflows
Data Layer: Robust Data Integration
SAP PeopleSoftSiebel Oracle i2 Legacy
© 2005 Siebel Systems, Inc. Confidential. 36
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These steps require different types of BI and DW technology
These steps typically take a
long time to perfect as knowledge of best practices is
learned
Steps Required to Build a BI Solution
These steps require significant
resources with specialized skills /
expertise
§Develop detailed understanding of operational data sources
§Design a data warehouse by subject area
§License an ETL tool to move data from operational systems to this DW
§Build ETL programs for every data source
§License interactive user access tools
§Research analytic needs of each user community
§Build analytics for each audience
§License / create information delivery tools
§Set up user security & visibility rules
§Perform QA & performance testing
§Manage on-going changes/upgrades
© 2005 Siebel Systems, Inc. Confidential. 37
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Siebel Business Analytics Applications
Change the Economics of BI
Build from Scratchwith Traditional BI Tools
Siebel Business AnalyticsPrebuilt Analytic Apps
Prebuilt Business Adapters for Siebel, Oracle, PeopleSoft SAP, others
Prebuilt DW design, adapts to your EDW
Role-based dashboards and thousands of pre-defined metrics
Easy to use, easy to adapt
Weeks or months
BackBack--end end ETL andETL andMappingMapping
DW DesignDW Design
Define MetricsDefine Metrics& Dashboards& Dashboards
BackBack--end end ETL andETL andMappingMapping
DW DesignDW Design
Define MetricsDefine Metrics& Dashboards& Dashboards
Training, Training, RollRoll--out,out,IterationIteration
RolloutRollout
Siebel Business Analytics solutions approach:
• Faster time to value• Lower TCO• Assured business value
Source: Patricia Seybold Research, Gartner, Merrill Lynch, Siebel Analysis
Months or years
© 2005 Siebel Systems, Inc. Confidential. 38
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Pre-built Analytical Applications - Build Vs Buy
Sales Analytics
FinancialAnalytics
WorkforceAnalytics
Supply ChainAnalytics
Service & Contact Center
Analytics
Marketing Analytics
ü Incorporating data from across enterprise sources:
üGlobal support for 20 languages
ü Integrated with operational workflow and business processes
ü Insight integrated with customer touch point systems for intelligent interaction
üPre-built analytic agents and alerts
üEmbedded industry best practices
üThousands of pre-built metrics
üPersonalized by user role and function
ü Integrated security & data visibility
üFull breadth of BI platform capabilities – Ad Hoc, Interactive Dashboards, Proactive Detection / Notification, Mobile Analytics
üOver 50 pre-built business analysis areas
üPre-built extraction routines
üPre-built data warehouse designAutomotive
Communications & Media
Complex Manufacturing
Consumer Sector
Energy
Financial Services
High Technology
Insurance & Health Care
Life Sciences
Public Sector
Travel & Transportation
Other Operational & Analytic Sources
© 2005 Siebel Systems, Inc. Confidential. 39
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Pre-mapped metadata for the 18 star-schemas, including additional best practice calculations and derived fields that are not physically stored in the data warehouse. This pre-built metadata enables any user to do easy point and click ad hoc analysis on the full range of available fields.
Siebel Service and Contact Center Analytics includes 18 star-schemas designed for analysis and reporting on contact center, service, and customer data.
1
Pre-built ETL routines to extract data from over 3,000 operational tables and load it into the warehouse, sourced from Siebel, SAP, PeopleSoft, Oracle Applications, and call center telephony middleware.
2
Ø Presentation Metadata
Ø Logical Metadata
Ø Physical Metadata
3
A “best practice” library of over 150 pre-built intelligence dashboards, reports and alerts for service and contact center agents, managers and executives
4
Example – Siebel Service and Contact Center Analytics
Teradata EDW
© 2005 Siebel Systems, Inc. Confidential. 40
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Pervasive User Reach• Personalized interactive dashboards• Proactive alerts highlight key information
in context• Guided analytics lead to results• Directly drives operational systems,
business processes and workflows• High user self-sufficiency
Things to Consider when designing a BI capability
Solutions Approach• Most comprehensive suite of analytical
apps across enterprise functions• Complete, prebuilt solutions• Based on industry & analytic best practices• Results in faster deployment, lower TCO,
and assured business value
Integration into operational CRM• Timely, real-time information • Integration into operational environment• Historical, real-time & predictive analytics• Relevant & actionable for each person
Mission-Critical Architecture• Terabytes of data• Tens of thousands of concurrent users• Enterprise-class performance, reliability• Leverages existing operational and data
warehouse investments
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