Customer
Value
Management
(CVM)
In a constantly changing customer eco system and increased channels to
sell, it becomes very critical for us to gather more information about our
customers and use that to run campaigns. Customer Value Management
drives personalized marketing through contextual communication with
the aim of positively influencing customer behavior and value through
deep understanding of customer buying patterns through advanced
analytical models.
Challenges In The Marketing Analytics Process Benefits of CVM
WHO
Lack of Cleansed Enhance Increased Revenues Reduced Cost of Marketing
Customer Customer ... are my customers? Personalized
Based on gender, income group, visit pattern,
Financial
Master Data Understanding Communication
loyalty behaviour Benefits
HOW
Identify ... and what do they shop?
Expensive
Opportunity for Products, Needs, Visit Pattern, Promotions Affinity
Analytics Skills
Value Creation How can I influence their behaviour?
Predicting Churn – Win Back Strategies, Up Sell, Cross Sell Member Increase Existing Reduce Reduce ATL cost
Customer Acquisition Customer Value Customer Churn
Value Levers
Limited Campaign WHAT
Improve
Management ... & when is the right time to communicate ?
Engagement
Capability Seasonal/ Regular, Channel, Timing, Messaging
ENABLERS CVM PROCESS CAPABILITY
Continual WHERE
Lack of
Campaign RoI ... are my campaigns working ?
Marketing BI
Improvement Campaign Lift, ROI, Promotions Analysis
What is Customer Value Management ? CVM Services – Oracle Solution Stack
Customer Value Management is a closed loop course corrected process with a focus to enhance knowledge ITC Infotech provides CVM services through a seamless integration of the Oracle solutions stack. The
about the customer through analytical methods, aimed at driving/influencing customer behaviour. solutions applicable to each of the CVM process is given below
Customer Performance Dashboards Campaign Management
ITC Infotech Oracle Data Visualization Oracle Responsys
Analyze Data
§ Cleanse, integrate & analyze Retail Marketing Team
Customer Intelligence
sales transaction data
§ Identify basic customer Customer Aggregates & Analysis Advanced Analytics & Predictive Models
attributes Oracle Business Intelligence Oracle Advanced Analytics
Evaluate Campaigns Generate Insights
§ Analyze campaign period § Macro segmentation(needs, Customer Data Mart
transaction data behavior, price sensitivity, etc.)
7 Subject Areas in Retail Data Integration Basic Analysis
§ Calculate baseline sales, sales lift § Micro segmentation & insight
§ Analyze performance and generation Key Analysis areas such as
learning Closed Loop (inside-out & outside-in) Oracle Database Oracle Fusion Middleware POS Txns, Customer Segments
CVM & Analysis across the subject areas
Process
Customer Data Transformation
Execute Campaigns Identify Opportunities of
Basic Transformation
§ Configure campaign Campaign Data Quality Rules & Engine Data Harmonization
(Format, Consistency)
§ Execute campaigns through § Identify value unlocking
campaign mgmt. tool & partners opportunities Campaign Oracle Data Relationship
Oracle Data Quality ETL
Management
strategy (themes)
Define, Design and Create
Data Sources
Campaigns
§ Campaign planning POS E Commerce Loyalty Program CRM Marketing CRM Service Web/ Mobile Apps Syndicated Data
Campaign content & brief
development
Successful CVM Engagements
Customer Segmentation and Insights
for UK’s Largest Health & Wellness
Retailer:
§ 1.3% Increase in Revenue
§ 10% Increase in Redemption of Targeted
Coupons
§ 22% Reduction in Churn
Customer Insights and Segmentation for a
Middle East based Low Cost Airline.
Customer Segmentation and Targeted
Campaign Strategy for a Leading Middle
East Fashion
§ 1% Increase in Revenue
§ 3% Increase in Response Rate
Single View of Customer and Customer
Segmentation for an European Airline.
Customer Experience Strategy and
Roadmap Definition
for a Leading South African Retailer.
Why ITC Infotech?
Indepth Domain, Customer Experience Consulting, Analytical Skills.
Business Consultants and Data Scientists from the Retail Industry.
Cross Pollination of Industry Best Practices Across Hospitality, Airlines and Banking
with Similar Challenges
Strong CRM and DWBI / Big Data Practices
Proven Business Value Delivered across Global Retailers through our CVM Frameworks,
Customer Data Models and Customer Dashboards
About ITC Infotech
ITC Infotech is a specialized global full service technology solutions provider, led by Business and Technology Consulting.
ITC Infotech’s Digitaligence@Work infuses technology with domain, data, design, and differentiated delivery to significantly
enhance experience and efficiency, enabling our clients to differentiate and disrupt their business
The company is powered by a growing portfolio of specialized solutions addressing critical business challenges, including:
Industry 4.0 solutions (PLM, IoT and Embedded), Customer Value Management, Loyalty, Trade Marketing & Distribution,
Supply Chain Optimization, Data Engineering and Analytics, Digital Banking solutions and Digital Agriculture solutions.
The company provides solutions to enterprises in Supply Chain based industries (CPG, Retail, Manufacturing, Hi-Tech) and
Services (Banking, Financial Services and Insurance, Airline, Hospitality) through a combination of traditional and newer
business models, as a long-term sustainable partner.
ITC Infotech is a fully owned subsidiary of ITC Ltd, one of India’s most admired companies.
www.itcinfotech.com | contact.us@itcinfotech.com
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