Increasing Sales by a Comprehensive Use of Customer Information and Advanced Analytical Applications
Ruohonen, Mikael Johannes (2011)
2011
Tietojohtamisen koulutusohjelma
Teknis-taloudellinen tiedekunta - Faculty of Business and Technology Management
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Hyväksymispäivämäärä
2011-05-04
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tty-2011051714666
https://urn.fi/URN:NBN:fi:tty-2011051714666
Tiivistelmä
Companies are required to understand their customers more in depth in order to answer to the challenges introduced by the growingly complex operating environment. This understanding can be acquired through customer analytics in which the available customer information is analyzed with the help of advanced analytical applications. This research studied both customer analytics and the business intelligence architecture required to make customer analytics work. The aim of this study was especially to identify the correlation between the business intelligence architecture maturity and the insightfulness of customer analytics. In addition, particularly the application areas of customer analytics producing customer insight, which can be used to increase sales or sustain current sales, were focused on.
The research was conducted as a case study including five different case companies. A semi-structured interview was used as a data collection method. Additionally, case descriptions including both the current status of business intelligence architecture and customer analytics in the case companies were created based on these semi-structured interviews. Furthermore, the case descriptions were analyzed in order to evaluate the business intelligence architecture maturity, amount of different application areas of customer analytics, and the level of customer analytics’ sophistication in the case companies. The results of these analyses were then compared to each other creating understanding from the correlation between these three entities.
Based on these results a conclusion was drawn that there exists a correlation especially between the use of comprehensive customer information and advanced analytical applications and the insightfulness of company’s customer analytics. Furthermore, there also exists a correlation between the insightfulness of the company’s customer analytics and its ability to use customer information to further increase sales. The main results of this study can be used as a guideline when developing business intelligence architecture and as a source of ideas for new application areas of customer analytics. /Kir11
The research was conducted as a case study including five different case companies. A semi-structured interview was used as a data collection method. Additionally, case descriptions including both the current status of business intelligence architecture and customer analytics in the case companies were created based on these semi-structured interviews. Furthermore, the case descriptions were analyzed in order to evaluate the business intelligence architecture maturity, amount of different application areas of customer analytics, and the level of customer analytics’ sophistication in the case companies. The results of these analyses were then compared to each other creating understanding from the correlation between these three entities.
Based on these results a conclusion was drawn that there exists a correlation especially between the use of comprehensive customer information and advanced analytical applications and the insightfulness of company’s customer analytics. Furthermore, there also exists a correlation between the insightfulness of the company’s customer analytics and its ability to use customer information to further increase sales. The main results of this study can be used as a guideline when developing business intelligence architecture and as a source of ideas for new application areas of customer analytics. /Kir11