Category Archives: CRM

Virgin Mobile picks SPSS to optimize CRM strategy

By Melissa Campanelli

Virgin Mobile, Britain’s leading virtual network operator, has selected predictive analytics software from SPSS to drive marketing campaign optimization and reduce customer churn.

The software from Chicago-based SPSS enables Virgin Mobile to analyze its customer data and the results of previous direct marketing campaigns to identify appropriate customer segments for new marketing initiatives targeted at the mobile operator’s 4 million customers.

Virgin Mobile undertakes more than 100 marketing campaigns each year. By identifying the most appropriate customers for each of these, the mobile operator will be able to lower campaign costs, reduce customer churn and increase revenue per user from event-triggered marketing activities. For example, customers who add additional minutes by a certain amount and are likely to churn can be sent a text message reminding them of the benefits of Red, Virgin Mobile’s rewards scheme, at or close to the time they re-up their minutes, rather than within an ad hoc campaign.

SPSS’ predictive analytics software provides Virgin Mobile with a better understanding of its customers by combining information on past circumstances, present events and projected future actions. This gives the mobile operator a complete view of its customers and enables the company to adequately anticipate individual customer behavior and needs. For example, Virgin Mobile can predict the likelihood of a customer leaving and take measures to prevent this.

SugarCRM Debuts Multichannel Marketing, Analytics

SugarCRM, a provider of open source Latest News about open source CRM Free Trial – Way Beyond CRM – Learn how Landslide can help you., has added multichannel marketing Email Marketing Software – Free Demo and business analytics functionality to its Sugar Open Source, Sugar Professional and Sugar Enterprise product lines.

This development is welcome news to those companies that are investigating open source as a viable alternative to packaged and on-demand CRM systems — a group that, while still minuscule, is becoming increasingly vocal about the benefits of do-it-yourself CRM.

“For a business model that owns, at best, less than one percent of the CRM market, they are getting a lot of buzz,” Yankee Group CRM analyst Sheryl Kingstone told CRM Buyer.
Enhancing Marketing

SugarCRM’s multichannel marketing features include the campaign wizard to set up and execute a campaign; campaign manager, which tracks the opportunities generated and closed by the campaign across customer channels; and automated lead capture, which can integrate Web leads into SugarCRM, associating them with a specific campaign.

Other features provide for better management of e-mail marketing, online advertising, newsletters, search engine marketing, list rentals, telesales programs, webcasts and traditional advertising.
New Business Analytics

The platform’s new business analytics includes features that generate ad-hoc, multi-module reporting to analyze marketing, sales and customer support. These reports can be manipulated into multiple formats such as pie charts or line graphs.

The multichannel marketing functionality is included in Sugar Open Source, Sugar Professional and Sugar Enterprise; business analytic capabilities are included in Sugar Professional and Sugar Enterprise only.
Use Case

Three years or so out of the gate, open source CRM may not have grabbed as much market share as initial speculation had suggested; however, its use is suitable for a wide range of companies.

Users could range from small companies that do not want to invest significant money in commercial systems to large enterprises that want highly-tailored systems and firms that want to support open source, Kingstone said.

Additionally, companies in micro verticals — which the vendors have yet to penetrate — would also be interested in developing their own open source CRM system Back up your business with HP’s ProLiant ML150 Server – just $1,299..

However, when faced with a buying decision, firms are more likely to continue to opt for the more conventional choices.

“I see (NYSE: CRM) Latest News about going up against Siebel or SAP (NYSE: SAP) Latest News about SAP AG. I never see open source as an option in these deals,” Kingstone stated, adding that if she ever were to consider open source as a possibility, SugarCRM would likely be the tech provider.

Built on the LAMP (Linux, Apache, MySQL, PHP) platform, SugarCRM was one of the first vendors to come to market with an open source CRM platform and has since gained significant traction.

Analytical CRM gains rapid adoption: Datamonitor

London: Analytical customer relationship management (aCRM) technology, considered the logical evolution of the CRM lifecycle, is being adopted by enterprises on a broader global scale. This is revealed in a new report by the London-based independent market analyst Datamonitor (DTM.L).

The report, Analytical CRM, forecasts global enterprise investment in aCRM will grow from an estimated $2.3 billion today to over $3bn in 2009.

aCRM (a sub section of the wider business intelligence [BI] market), whilst complex is a compelling technology. By employing aCRM analytics, businesses stand to gain a fuller understanding of the customer in order to serve them better thus increasing customer longevity and generating more profit.

“The aCRM, and wider CRM market is going through a period of exciting change,” says Tom Pringle, technology analyst at Datamonitor and author of the study. “High and stable growth reflects the value businesses place on understanding more about their customers. However, vendors will need to make every effort to educate enterprises. Many are still confused by the concept and technologies that constitute BI.”

According to Pringle, growth is already at a high, stable level, a reflection of some maturity in the wider BI market in North America and Western Europe, and strong growth in the APAC and CALA regions.

aCRM is the active collection, concentration and analysis of data gathered about the customer and his interactions with the business. It represents the next, logical step in this development path through utilisation of customer data held within the enterprise. This analysis is then used to generate value, both for the enterprise and the enterprise’s customers. It encompasses cultural change at every level as part of the wider CRM project: the creation of a customer focused business.

The report reveals the clear lead adopters are to be found in the financial services, retail, manufacturing and communications industries around the globe. However with confusion and lack of understanding among end users regarding aCRM and its uses, it will be imperative for vendors to educate enterprises across all verticals as to the aCRM function, its working, uses and benefits.

“Vendors in this space need to tread carefully to exploit the opportunities which exist. Market education is a clear requirement, with many potential users confused by the range of technological options available to them, and a lack of understanding around the uses of aCRM. There are clear signs marking the appropriateness of aCRM for different enterprises and vendors will do well targeting those that display them.”

Note: Datamonitor’s report, defines the market as both a technology and a concept. This report simplifies the technologies, uses and user groups found in the aCRM market. The full range of technologies in the aCRM market are covered, including ETL, data quality, data warehousing and BI tools. The development of aCRM technologies is discussed as part of the changes seen in the wider BI market. A full market sizing analysis by geography, vertical and technology for the aCRM space is also given. The uses of aCRM are varied. The ways in which it is currently deployed, and how this will change are covered by this report.