Consumer + Industrial Markets
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CONSUMER + INDUSTRIAL MARKETS
Using OLAP and Data Mining Technologies for Trending, Knowledge Discovery, and Collaborative Commerce
Jane Griffin, Managing Director KPMG Consulting
Accurate Business Facts
CONSUMER + INDUSTRIAL MARKETS
Companies face an increasingly volatile and competitive business environment. So how do you keep up with the this ever evolving tide and insure that our information is true and accurate? ■
Can our nformation be certified?
■
Where do we have revenue leakage?
■
Fast decision making, based on facts not on guessing
■
Flexibility and product and customer focus are key.
■
Transparency of Cause and Effect (e.g. What is the reason our cash flow is going down? How can we react upon this trend? …)
■
Aligning Performance and Pay: make Business Units responsible for results and reward them for good performance
■
Gain indicators for future performance (not just history based)
■
Realizing the importance of Intangible Assets
Page 1
Monitoring & Validating Performance
CONSUMER + INDUSTRIAL MARKETS
New services to develop and market
Customer segments to target
Belgium, ARPU of all applications [$]
LIFETIME “MARGIN” PER SEGMENT* 0
500
1 000
1 500
2 000
Euro 2 500
3 000
600
3 500 500
Prepaid
Multimedia Machine to machine
46,5
Res
Incl. depreciation of network
400
Ex. depreciation of network
300
Business data Transactions
713
Postpaid
Advertising Info services + surfing
Business
2894
200
E-mail SMS
100
Voice
0 2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Customer profitability per segment is not always the one we think to be.
Voice may be the killer application for the 10 years to come. Moving in the value chain might prevent ARPU to take up.
Distribution channels to use
Costs to manage SAC prepaid customers Euro 0
100
In # In value
94
A B C
Electronics shops
Photography shops
Computer shops
Car audio shops
Telecom shops
Office equipment
Super-markets
Distribution channels may experience a shift towards an increase of independent channels
163 78
D 28
200
SAC postpaid customers 0
Euro
A
100
200 293
B
274
C
284
D
300
227
Customer retention costs must be lower than customer acquisition costs to maintain EBITDA margin Page 2
Stay Awake Issues
CONSUMER + INDUSTRIAL MARKETS
Profitabilty Gross Margin
Sales Opportunities Sales
Profitable customers, profitable products
Do you have accurate information to make decisions? Customer Satisfaction
Retention
Training
IT Performance
Productivity Headcount
Page 3
Information Principles
CONSUMER + INDUSTRIAL MARKETS
• To strategy
LINKED
• To the daily activities of the company
A
INTEGRATED
B
• All levels of organization are involved in the process
BENCHMARKABLE
C
• Performance measures compared to the best practices
D E
BALANCED
DYNAMIC
• Between the different activities of the company
• Information on request
• Between the financial and the nonfinancial indicators
• Take decisive action
RELIABLE • Accurate, complete and precise data provided at the right time, i.e real-time or daily
SUPPORT COMMUNICATION • Share success
INTUITIVE
• Mine data for opportunities or issues that remain hidden
• Identify new opportunities • Identify opportunities for improvement Page 4
Right Architecture
CONSUMER + INDUSTRIAL MARKETS
External Dashboard Feeds
Customised / Configured Web logs
Datamart
e-Business Datamart
Web-site server
Management
WAP logs
ON-THE-NET WEBSITE OR WAP PORTAL OR EAPPLICATION ENVIRONMENT
Datamart
WAP Portal
Application logs Application-server
D A T A
Data Warehouse
Sales
OFF-THENET
Gross Margin
TRADITIONAL ENVIRONMENT
Customer satisfaction
Opportunities
Employee Satisfaction
Call Center Customised / Legacy Configured Systems Web logs
I N T E G R A T I O N
ODS / Staging Area
Sales
Datamart
P E R F O R M A N C E
Finance
Datamart
Marketing
Datamart
« e-team »
D A S H B O A R D
K N O W L E D G E M A N A G E G E M E N T
R E A L T I M E M O N I T O R I N G
E N T E R P R I S E D A S H B O A R D S
Sales & Mktng Dashboard
Finance Dashboar d
Other Dashboards
Enterprise Data Sources
Direct Dashboard Feeds Page 5
Questions
CONSUMER + INDUSTRIAL MARKETS
[email protected] 404.739.5464
Page 6
Using OLAP and Data Mining Technologies for Trending, Knowledge Discovery, and Collaborative Commerce
Jane Griffin, Managing Director KPMG Consulting
Accurate Business Facts
CONSUMER + INDUSTRIAL MARKETS
Companies face an increasingly volatile and competitive business environment. So how do you keep up with the this ever evolving tide and insure that our information is true and accurate? ■
Can our nformation be certified?
■
Where do we have revenue leakage?
■
Fast decision making, based on facts not on guessing
■
Flexibility and product and customer focus are key.
■
Transparency of Cause and Effect (e.g. What is the reason our cash flow is going down? How can we react upon this trend? …)
■
Aligning Performance and Pay: make Business Units responsible for results and reward them for good performance
■
Gain indicators for future performance (not just history based)
■
Realizing the importance of Intangible Assets
Page 1
Monitoring & Validating Performance
CONSUMER + INDUSTRIAL MARKETS
New services to develop and market
Customer segments to target
Belgium, ARPU of all applications [$]
LIFETIME “MARGIN” PER SEGMENT* 0
500
1 000
1 500
2 000
Euro 2 500
3 000
600
3 500 500
Prepaid
Multimedia Machine to machine
46,5
Res
Incl. depreciation of network
400
Ex. depreciation of network
300
Business data Transactions
713
Postpaid
Advertising Info services + surfing
Business
2894
200
E-mail SMS
100
Voice
0 2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Customer profitability per segment is not always the one we think to be.
Voice may be the killer application for the 10 years to come. Moving in the value chain might prevent ARPU to take up.
Distribution channels to use
Costs to manage SAC prepaid customers Euro 0
100
In # In value
94
A B C
Electronics shops
Photography shops
Computer shops
Car audio shops
Telecom shops
Office equipment
Super-markets
Distribution channels may experience a shift towards an increase of independent channels
163 78
D 28
200
SAC postpaid customers 0
Euro
A
100
200 293
B
274
C
284
D
300
227
Customer retention costs must be lower than customer acquisition costs to maintain EBITDA margin Page 2
Stay Awake Issues
CONSUMER + INDUSTRIAL MARKETS
Profitabilty Gross Margin
Sales Opportunities Sales
Profitable customers, profitable products
Do you have accurate information to make decisions? Customer Satisfaction
Retention
Training
IT Performance
Productivity Headcount
Page 3
Information Principles
CONSUMER + INDUSTRIAL MARKETS
• To strategy
LINKED
• To the daily activities of the company
A
INTEGRATED
B
• All levels of organization are involved in the process
BENCHMARKABLE
C
• Performance measures compared to the best practices
D E
BALANCED
DYNAMIC
• Between the different activities of the company
• Information on request
• Between the financial and the nonfinancial indicators
• Take decisive action
RELIABLE • Accurate, complete and precise data provided at the right time, i.e real-time or daily
SUPPORT COMMUNICATION • Share success
INTUITIVE
• Mine data for opportunities or issues that remain hidden
• Identify new opportunities • Identify opportunities for improvement Page 4
Right Architecture
CONSUMER + INDUSTRIAL MARKETS
External Dashboard Feeds
Customised / Configured Web logs
Datamart
e-Business Datamart
Web-site server
Management
WAP logs
ON-THE-NET WEBSITE OR WAP PORTAL OR EAPPLICATION ENVIRONMENT
Datamart
WAP Portal
Application logs Application-server
D A T A
Data Warehouse
Sales
OFF-THENET
Gross Margin
TRADITIONAL ENVIRONMENT
Customer satisfaction
Opportunities
Employee Satisfaction
Call Center Customised / Legacy Configured Systems Web logs
I N T E G R A T I O N
ODS / Staging Area
Sales
Datamart
P E R F O R M A N C E
Finance
Datamart
Marketing
Datamart
« e-team »
D A S H B O A R D
K N O W L E D G E M A N A G E G E M E N T
R E A L T I M E M O N I T O R I N G
E N T E R P R I S E D A S H B O A R D S
Sales & Mktng Dashboard
Finance Dashboar d
Other Dashboards
Enterprise Data Sources
Direct Dashboard Feeds Page 5
Questions
CONSUMER + INDUSTRIAL MARKETS
[email protected] 404.739.5464
Page 6
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