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The bank started by installing SAS for Customer Experience Analytics on their investment website Up to that point, the information they captured from this site was limited to transaction insights, such as which pages received the most hits, which documents were downloaded the most, and so on The bank had no knowledge of how specific customers or groups of customers used their site Once the installation was completed, the bank began streaming web usage data to their data collection server Next they converted the usage data into a data model for analysis and subsequent creation of a user history profile As a result, for the first time ever, the bank could view profiles of specific investors visiting their investment site As a test to understand the impact of this technology, the bank started tracking an individual investor who had logged in that day The data showed that the investor worked for JPMorgan Chase and that he had last visited their site three months before, downloading specific reports The goal of this test was to illustrate that the technology could capture and measure the complete picture of the customer s web interaction Ultimately, the test led to the idea of defining a scoring system on the site so that each individual customer record was scored based on their level of engagement For example, if a customer downloaded one report, they got 3 points; if they came back multiple times, they got 10 points, and so on In this way, the customer became the center of how the site activity was measured With this information, the bank began asking questions like Are we picking up return visits from investment bankers They could also begin distinguishing between prospects and actual customers coming to the site Because of this insight, the bank learned that advertising they thought was effective on a particular site, due to thousands of hits their web analytics package reported, had actually driven fewer than 10 investors to the site The bank s quote on the ad effectiveness was that it would have been more effective to hand out $100 bills on Wall Street than to continue using this online ad For the first time, the bank could understand the quality of the leads being sent to their site, and not just the raw number of people going to the site Armed with this new information, the bank was able to go back to their advertiser and renegotiate their contract based on the low number of quality leads that were being generated, saving enough money on future ads to pay for the cost of the software three times.

Monitors in Figure 213 Thus, the presence of such a constraint serves as another reason for using aggregation rather than a ternary relationship set

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over As a result of using the solution, the bank realized a 300 percent ROI in just three month and a 15 percent reduction in their annual online media spend by weeding out advertising initiatives that proved to be ineffective Pretty obvious why they win Superstah! isn t it I ve spent a lot of time taking you through the measurements of social customer value, long term and real time I ve covered some of the analytics tools and the vendors that provide them But all of this would be useless without discussing the return on investment ROI is not immune to the transformation of the customer Companies are being forced to re-evaluate how they measure value, results, and success Business gurus extraordinaire Martha Rogers and Don Peppers, long-time thought-leaders, took this head-on as a mission Voil , a book and concept called Return on Customer, which provides a much truer way of balancing shareholder and customer value to benefit everyone concerned Not only are they business leaders and prolific authors, but they are good human beings who have been tied at the hip for many years They have made their mark on American business for the past two decades Their latest book is Rules to Break and Laws to Follow: How Your Business Can Beat the Crisis of Short-Termism Without further ado, Martha Rogers and Don Peppers mini-Conversation with martha rogers and don PePPers

Next December, your stockbroker will report to you what your dividends and interest payments were for the year, from your investments under his management But dividends and interest payments won t give you a complete picture of your true investment results You ll also need to know what happened to the underlying value of the stocks Up or down If your stockbroker refused to tell you this, insisting that you only need to know your cash flow, you d fire the stockbroker And yet many companies content themselves with knowing how much they made from their customers in the current period, and never try to find out the underlying value of these customers, even though this value itself is constantly changing Up and down The fact that a company cannot see or manage the value of its customer base often leads to inordinately risky and sometimes stupid or even illegal behavior To avoid these mistakes, companies should be managing their customers as the

The Grand Prize winner of the 2009 AWS Start-Up Challenge was GoodData, which is a business intelligence (BI) SaaS provider. GoodData is an easy-to-use service for

CONCEPTUAL DESIGN FOR LARGE ENTERPRISES *

CRM at the Speed of Light: SoCiaL CRM StRategieS, tooLS, and teChniqueS foR engaging YouR CuStoMeRS

financial assets that they really are, and Return on Customer, or ROC, is a metric designed to help them do this It is based on three fundamental principles:

We have thus far concentrated on the constructs available in the ER model for describing various application concepts and relationships The process of conceptual design consists of more than just describing small fragments of the application in terms of ER diagrams For a large enterprise, the design may require the e orts of more than one designer and span data and application code used by a number of user groups Using a high-level, semantic data model such as ER diagrams for conceptual design in such an environment o ers the additional advantage that the high-level design can be diagrammatically represented and is easily understood by the many people who must provide input to the design process An important aspect of the design process is the methodology used to structure the development of the overall design and to ensure that the design takes into account all user requirements and is consistent The usual approach is that the requirements of various user groups are considered, any con icting requirements are somehow resolved, and a single set of global requirements is generated at the end of the requirements analysis phase Generating a single set of global requirements is a di cult task, but it allows the conceptual design phase to proceed with the development of a logical schema that spans all the data and applications throughout the enterprise

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