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Part II
Data Management and Technology

Chapter 6
Technology and Data Platforms

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6.1 Introduction

• Provides readers with an understanding of technology concepts, specifically how they are related to CRM within a business context

© Taylor & Francis 2016

6.3 Marketing Technology Development Path

• Three phases
• Mass communication
• Database marketing
• Integrated marketing
• Organizations usually move through these phases over time and find themselves simultaneously utilizing functions in more than one phase
• Budget constraints and technology or services contractual obligations may result in a less than optimal technology migration

© Taylor & Francis 2016

6.3 Marketing Technology Development Path

• Database marketing
• Sophisticated data collection and management used to promote dialogue with “push” and inefficient “pull” strategy
• Programs supported by statistical models
• Predicting and attempting to change consumer behavior
• Complex databases, some distributed technology, enhanced data communication, online processing

© Taylor & Francis 2016

6.3 Marketing Technology Development Path

© Taylor & Francis 2016

6.3 Marketing Technology Development Path

• Entities
• Data preparation (CDI steps)
• Operational data store (ODS)
• Designed to contain limited amount of information used for current marketing activity
• Quick data trivial capability
• Easy access from multiple touch points
• Integrated with data preparation (real-time and batch) and data warehouse

© Taylor & Francis 2016

6.3 Marketing Technology Development Path

• Entities
• Data warehouse (DW)
• Designed as a repository for all customer, prospect, product/service, and related marketing information
• Depth and breadth of historical information is organization and industry dependent
• Integrated with one or more ODSs and data marts
• Data marts (DM)
• Subsets of data warehouse
• Designed to work efficiently with specific decision support software
• Integrated with one or more ODSs and data marts
• Business-discipline-specific application

© Taylor & Francis 2016

6.3 Marketing Technology Development Path

• Other database construction considerations
• Number of individuals accessing the database concurrently
• Access requirements related to speed of access and information display requirements
• Export requirements for accessed data
• Internal and external security requirements
• Privacy requirements and adherence to current privacy regulations, planning for pending legislation, and anticipation of future legislation
• Database update requirements (i.e., adds, deletes, and changes)
• Timing
• Volume
• Critical path

© Taylor & Francis 2016

6.3 Marketing Technology Development Path

• Other database construction considerations
• Data recovery requirements
• Priority
• Timing
• Ownership of process
• Contingency requirements
• Which data and priority
• Off-site redundancy
• Cost issues

© Taylor & Francis 2016

6.3 Marketing Technology Development Path

• Logical data model
• Logical data model (LDM) is a diagram that defines the entities to be defined in a database.
• Two-step process:
• Create LDM, which is a blueprint for a database design
• Use the LDM as a guide to create the physical database

© Taylor & Francis 2016

6.3 Marketing Technology Development Path

• Integrated marketing
• Increase in internal and value chain real-time environment applications; interactive consumer applications enhance “pull” strategy
• Optimal marketing efforts with dynamic LTV measurement
• Increasing ability to change consumer behavior
• Technology: costs decreasing, easier to implement and maintain, more capabilities
• Technology components:
• Collaborative
• Analytical
• Operational

© Taylor & Francis 2016

6.3 Marketing Technology Development Path

• Integrated marketing
• Collaborative–consumer interaction
• Computer telephony
• Web
• Kiosks
• Mobile
• POS
• Self-service
• Identification mediums (RFID, fingerprint, palm print, retinal scan)

© Taylor & Francis 2016

6.3 Marketing Technology Development Path

• Integrated marketing
• Analytical mediums
• Data mining
• Statistical activity
• Data marts
• Sales automation
• EIS, EMS, DSS
• Dashboards
• Operational environment
• Core competency
• ERP
• Legacy systems
• Value chain

© Taylor & Francis 2016

6.3 Marketing Technology Development Path

• Cloud computing technology
• Essential characteristics
• On-demand self-service
• Broad network access
• Resource pooling
• Rapid scaling
• Measured service
• Service models
• Software as a service (SaaS)
• Platform as a service (PaaS)
• Infrastructure as a service (IaaS)

© Taylor & Francis 2016

6.3 Marketing Technology Development Path

• Cloud computing technology
• Cloud types
• Private cloud
• Community cloud
• Public cloud
• Hybrid cloud
• Cloud computing technology advantages
• Scalability
• Efficient, and reliable measurement of usage
• Provides for a variety of environments
• Efficient integration of evolving technology (e.g. IoT)
• Cloud provider manages software and hardware

© Taylor & Francis 2016

6.3 Marketing Technology Development Path

• Cloud computing technology
• Cloud computing adoption considerations
• Business operational disruption
• Move more dynamic applications to cloud platform
• Decision on which type of cloud platform to use
• Privacy and security issues

© Taylor & Francis 2016

6.3 Marketing Technology Development Path

• Radio Frequency Identification (RFID)
• Uses radio waves to communicate between two objects
• Internet of Things (IoT)
• Devices embedded with computer chips or sensors, which are connected to the internet
• Cisco Systems estimates 50 billion devices by 2020
• Provides new methods of interaction generating vast amounts of streaming data
• Challenge is to integrate with current technology infrastructures
• Protocol standards still evolving

© Taylor & Francis 2016

6.3 Marketing Technology Development Path

• Mobile technology
• Customer has made this their preferred channel
• GEO applications provide opportunities and challenges
• Social media
• Most applications are single-point solutions
• Disparate use within organizations
• Multi-channel application solutions currently evolving

© Taylor & Francis 2016

6.3 Marketing Technology Development Path

• Social media application categories
• Social publishing (PUSH)
• Social engagement
• Social analytics
• External community software (crowd-sourced)
• Internal community software (knowledge management)
• Contract enrichment
• Social network selling
• Product/service advocacy

© Taylor & Francis 2016

6.3 Marketing Technology Development Path

• Computer telephony (CT)
• The hardware and computer software technologies that enable communication and information via the phone
• Applications for external customers and internal customers
• Enhances efforts to match staff with demand of incoming calls
• Let customers choose when to use which technology
• Interactive Voice Recognition (IVR)
• “Screen-pops” increases staff efficiency and reduces labor costs

© Taylor & Francis 2016

6.4 CRM and Related Technology Providers

• Database and data warehouse
• CRM services
• Sales-force automation (SFA)
• Social media technology
• Cloud-based technology
• Internet of Things (IoT)