crm-information technology 吳明泉博士 2009 1 information technology in crm

1CRM-Information Technology 吳明泉博士 2009

Information Technology in CRM

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Outline

CRM Architecture Basic concept about data and information Data warehouse Data mining

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CRM Architecture

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CRM 系統的運用範疇

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CRM 輔以資料倉儲技術之概念圖

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CRM 的功能模組

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CRM 系統功能架構

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完整的顧客服務與支援範圍

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電話客服中心 (Call Center) 四大功能

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電腦電話整合 (CTI) 概念架構

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A Basic CRM Model

Data Gathering

SystemData

WarehouseInformation Delivery System

Data

sources

Informationusers

Marketing Strategies & Practices

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Document Concepts (Unstructured Information)

Character 字母Word/Phrase 字／詞Sentence 句Paragraph 段Section/Chapter 節／章 Document 文件Document Repository 文件儲存庫

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Data Concepts（ structured Information)

Character – single alphabetic, numeric or other symbol

Field 欄位– group of related characters Attribute 屬性– characteristic of an entity Entity 實體– person, place, object or event Record 記錄– collection of attributes that descr

ibe an entity File 檔案– group of related records Database 資料庫– integrated collection of logi

cally related data elements

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Data Defined

Primary data Secondary data Derived data Individual data Household data

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Database Management Approach

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Internal, i.e., Product quality from manufacturing Customer payment habits from finance unit Customer response to features and prices from

sales External, i.e.,

Customers Supplier Competitors Government

Digital and other forms

A Basic CRM Model-Data sources

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Convert incoming data with proper format Organization and data management

Internal versus external Most internal data may be converted in a desired form. External data maybe converted by some need to be

keyed in by operators, i.e. CDI. How much data?

A Basic CRM Model-Gathering System

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Data Capture & Input Touch points

What is being captured? What should be captured? Availability Timing &Quality Purchase transaction, phone calls, email, warranty,

standing at the service desk. Input of additional data Point of Sale input

Credit cards, coupons Keyed and Scanned data input Internet input

Real-time versus batch

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Large database that stores data that have been extracted from the various operational, external, and other databases of an organization

存放著從組織內部營運資料庫與外部資料庫所萃取而來的大型資料庫。 Prepare data for storage, store, and describe data for later

retrieval Data Storage Data Management Management and Control

A Basic CRM Model- Warehouse

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Objectives of Data Warehouse

Keep the data current Ensure the data accurate Keep the data secure Make the data easily available to authorized users Maintain descriptions of the data so that they are

understandable

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Present the content of data in the required form

Information Users Span the entire organization

the president for formulating strategies sales clerks working with customers

A Basic CRM Model-Delivery system

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Data Warehouse System

R

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Data Mart 資料超市 Databases that hold subsets of data from a

data warehouse that focus on specific aspects of a company, such as a department or a business process

Top-down approaches First warehouse, then subdivided to data mart

Bottom-up approaches First data mart, then integrated into warehouse

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Data Warehouse & Data Marts

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Data gathering Staging Repository

Management &

Control

MetadataRepository

InformationDelivery

Components of Data Warehouse

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Staging Area 整備區

Extracting 萃取 Transformation 轉換

Cleansing 淨化 : remove inaccuracies and inconsistencies Standardizing 標準化 : convert the cleansed data to a unifor

m format Reformatting 重格式化 Summarizing 摘要化

Loading 上載 Adding new data on a periodic basis Performing a complete refresh process

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Management and Control

Control data flows Into the Staging Area Through the staging area as the various screening

processes are performed From the staging area to the warehouse data

repository From the warehouse data repository to information

delivery From metadata repository to information delivery

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Data Repository Data content

Geographic Demographic Activities

Interact with the org. by making purchase, returning items, making inquires, seeking services

Psychograghic Behavior

Data Characteristics Data types Data Granularity 細化程度 Data Hierarchies 架構 Data dimensions: 如從區域、產品、月份

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Metadata Repository

Data about data Data dictionary is a form of metadata Metadata Repository describes the flow of

data from the time the data is captured until it is archived.

Used by users, Maintained by system developers, In most cases, metadata exists as a

byproduct of system development efforts.

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Data Warehouse Development

系統分析 需求規格 概念設計 邏輯設計 實體設計

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Data Warehouse Security

Network security: mechanisms such as firewall to restrict access to network and servers.

Data security: Users must be screened so that which files may be made available, and which operations can be performed on the file data.

Data warehouse security: further check to allow access a particular tables, records, and even fields