This is the last post in a series of three about the added value of Analytics in Marketing. The first post, by my colleague Bram Vanschoenwinkel, gave an overview of a number of Analytics techniques tailored to a better understanding of your customers and their specific needs. Jessica Ruelens discussed Customer Segmentation & Profiling and a specific case for a company that sells professional training seminars in a second post. I will conclude this series with a discussion about Churn Prediction and a specific case of a bank.
Who is my customer and why should I care?
Have you ever wondered how your customers are behaving on a grand scale? Do you know which customers are most valuable to you and which customers represent an undiscovered opportunity? You might have a general idea about the behaviour of your customers - having observed their behaviour in the past - but are you sure your observations are supported by the facts or the data?
Customer Insight at the Heart of Your Company
In my last blog post I talked about the strategic and competitive advantages that can be delivered by Business Analytics but that a lot of companies are still struggling to apply Analytics and actually gain these advantages. This post is the first in a series of three where the added value of Analytics in Marketing will be discussed.
ALM benefits
In the end, Application Lifecycle Management helps you to transform business ideas in an efficient and predictable way. You, as an IT department, will be able to deliver what the business needs. Moreover, you will be able to do this on time and within the estimated budget. The ALM maturity assessment discussed in my previous post results in a clear overview of the current maturity level (per discipline) and a phased plan to increase the maturity of you ALM processes. In this post we will discuss the possible benefits of executing an ALM maturity increase plan (by using a concrete customer case).
ALM - From business idea to working software
ALM
The actual goal of Application Lifecycle Management (ALM) is to transform a business idea into working software as efficiently as possible. The requirements need to be aligned with development to build applications that drive business objectives.
Your ALM processes should be managed as actual business processes because they create the predictability that the business is requesting.
In reality they are still considered to be an IT internal concern.
Pain patterns
Do you recognize any of the following pain patterns?
