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CONSUMER + INDUSTRIAL MARKETS

Using OLAP and Data Mining


Technologies for Trending,
Knowledge Discovery, and
Collaborative Commerce

Jane Griffin, Managing Director


KPMG Consulting
Accurate Business Facts CONSUMER + INDUSTRIAL MARKETS

Companies face an increasingly volatile and competitive business


environment. So how do you keep up with the this ever evolving tide and
insure that our information is true and accurate?

■ Can our nformation be certified?

■ Where do we have revenue leakage?

■ Fast decision making, based on facts not on guessing

■ Flexibility and product and customer focus are key.

■ Transparency of Cause and Effect (e.g. What is the reason our cash flow is

going down? How can we react upon this trend? …)

■ Aligning Performance and Pay: make Business Units responsible for results

and reward them for good performance

■ Gain indicators for future performance (not just history based)

■ Realizing the importance of Intangible Assets

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Monitoring & Validating Performance CONSUMER + INDUSTRIAL MARKETS

Customer segments to target New services to develop and market


Belgium, ARPU of all applications [$]

LIFETIME “MARGIN” PER SEGMENT* Euro 600


0 500 1 000 1 500 2 000 2 500 3 000 3 500
500 Multimedia
Machine to machine
Prepaid 46,5 Incl. depreciation of network 400 Business data
Res Transactions
Ex. depreciation of network 300 Advertising
Postpaid 713 Info services + surfing
200 E-mail
SMS
Business 2894 100 Voice

0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Customer profitability per segment is not always Voice may be the killer application for the 10 years to
the one we think to be. come. Moving in the value chain might prevent ARPU
to take up.
Distribution channels to use Costs to manage
SAC prepaid customers SAC postpaid customers
0 100 200 300
Euro 0 100 200
Euro
In #
A 293
In value A 94

B 163 B 274

C 78
C 284

D 28 D 227
Electronics Photography Computer Car audio Telecom Office Super-markets
shops shops shops shops shops equipment

Distribution channels may experience a shift Customer retention costs must be lower than customer
towards an increase of independent channels acquisition costs to maintain EBITDA margin

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Stay Awake Issues CONSUMER + INDUSTRIAL MARKETS

Profitabilty Sales Opportunities

Gross Margin Sales

Profitable customers, profitable products

Do you have accurate


information to make
decisions?
Customer Satisfaction IT Performance

Retention Productivity

Headcount
Training

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Information Principles CONSUMER + INDUSTRIAL MARKETS

• To strategy
LINKED • To the daily activities of the
company
A
INTEGRATED
B
BENCHMARKABLE
• All levels of organization are
C
involved in the process • Performance measures compared
D to the best practices

E
BALANCED
DYNAMIC • Between the different activities of
the company
• Information on request
• Between the financial and the non-
• Take decisive action
financial indicators

RELIABLE SUPPORT COMMUNICATION


• Accurate, complete and • Share success
precise data provided at the
right time, i.e real-time or daily • Identify new opportunities
INTUITIVE
• Identify opportunities for
• Mine data for opportunities or
improvement
issues that remain hidden
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Right Architecture CONSUMER + INDUSTRIAL MARKETS

External Dashboard
Feeds

Customised / P K
E E
Configured Datamart N R
R N
Web logs
e-Business O E
Management F T
Web-site server Datamart W A
O E Sales &
L L
R R Mktng
E
WAP Datamart M P Dashboard
ON-THE-NET D T
logs A R
G I
WEBSITE OR WAP I Sales I
WAP Portal N E M
PORTAL OR E- N S
C E
APPLICATION T E
ENVIRONMENT D E M
E Datamart Finance
A Data A M
Application G D
Finance N O Dashboar
logs T Warehouse R
D A N
A d
Application-server A A S
A G I
T H
S E T
I Datamart B
Sales H G O
O Marketing O
Gross Margin Call Center B E R
OFF-THE- Customised / N A
Opportunities Legacy
Configured O M I Other
NET R
Systems
Web logs A E N
TRADITIONAL
Customer D Dashboards
satisfaction ODS / Datamart R N G
ENVIRONMENT S
Employee Staging Area D T
Satisfaction « e-team »

Enterprise
Data Sources Direct Dashboard Feeds

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Questions CONSUMER + INDUSTRIAL MARKETS

janegriffin@kpmg.com
404.739.5464

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