Pivotal CRM - Analytics by PivotalCRM

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									                                                                                                 W H I T E
                                                                                                 P A P E R
Practical CRM Analytics
Business Insight You Can Use




        Executive Summary

       Analytics applications are designed to measure, predict, and optimize business
       performance; they are used to analyze specific data related to particular aspects
       of a business. Through analytics applications, analysts, managers, and executives
       have the information they require to identify trends and anomalies to better understand
       —and act upon—specific business conditions.

       This paper discusses how Pivotal CRM Analytics can help companies across a range
       of industries improve their effectiveness through practical, low-cost CRM analytics
       applications. Traditionally too costly, time-consuming, and complex for all but the
       largest companies, analytics is now accessible to companies of all sizes.
              Analytics applications are designed to measure,           interconnected spreadsheets, static reports, and
              predict, and optimize business performance;               scattered data sources. However, these homegrown
              they are used to analyze specific data related to         solutions stretch IT resources beyond capacity—and
              particular aspects of a business. Through analytics       they rarely enable users to truly analyze information.
              applications, analysts, managers, and executives
              have the information they require to identify trends      Companies seeking quick results, predictable costs,
              and anomalies to better understand—and act                and an opportunity to leverage existing resources
              upon—specific business conditions.                        and familiar tools need a better solution.

              In contrast to the traditional reporting tools widely     This paper discusses how Pivotal CRM Analytics can
              used today, analytics solutions are well suited to        help companies across a range of industries
              real-time and ad hoc decision support. They offer         improve their effectiveness through practical,
              complex information in an easy-to-understand               low-cost CRM analytics applications. Traditionally
              format. Agile businesses can take advantage of            too costly, time-consuming, and complex for all but
              these capabilities to explore information at will;        the largest companies, analytics is now accessible
              with an analytics solution, managers have an              to companies of all sizes.
              effective tool for measuring results and meeting
              business goals.
                                                                        Reporting Versus Analytics:
                                                                        How They Differ
“   The largest barrier to business intelligence
    deployment is a lack of user skills and
                                                                        The ability to track sales trends, expenses, growth, and
                                                                        other key metrics is vital to the success of any sales
                                                                        & marketing organization. While reporting can provide
    knowledge of best practices, according to                           a snapshot of the required key performance indicators at
    Gartner, Inc.…Large enterprises will need three                     any point in time, managers, VPs, and directors require
                                                                        a deeper level of functionality—the ability to interact with
    times as many business intelligence personnel                       the data to find out “why” and “how.” This enables them to
    in 2008 as they did in 2004. The second largest                     monitor the health of the company dependably over time
                                                                        to quickly spot declining profitability and eroding market
    barrier to business intelligence is the high total                  share, and facilitate rapid responses to new opportunities.


                                    ”
    cost of ownership (TCO).
                                        DM Review.com Online News       The Essence of Reporting
                                                       March 2005       Reporting applications present a detailed view of
                                                                        a business situation by extracting data from database
                                                                        tables and presenting them in a report. These reports
              It’s no secret, however, that only the largest            often involve sophisticated formatting and they are
              companies—those with deep pockets and                     based on the relational data model.
              substantial resources—can afford the time
              and cost usually required for large-scale data            Reporting lets users validate anomalies or trends that
                                                                        are already known by “drilling down” into subsets of data
              warehousing and analytics projects. When smaller
                                                                        contained in a report. Reports are static presentations of
              businesses attempt to implement “light” versions          data, so they do not enable users to analyze or model
              of analytics systems designed for mammoth                 data to identify potential trends or anomalies. Because of
              enterprises, their experiences are often marred           this, reporting cannot be used to study historical data for
              by unnecessary complexity and disappointing               developing trends; it cannot be used to analyze data to
              results. These systems are usually too complex for        judge whether or not an action is required.
              the average user, and too unwieldy for modestly
              sized IT departments to implement and support             Individual reports are created to present the state of
                                                                        existing information; it is up to users to interpret and
              appropriately. And the time-to-benefit is far too long.
                                                                        derive meaningful information from them. Reporting is
                                                                        also an iterative process. A lot of manual effort goes
              Frustrated by the barriers of cost and limited            into the preparation of data in order to display a report
              resources, many enterprises are forced to build           in a pre-determined format.
              their own makeshift analytics applications based on




                                                                                                               Pivotal CRM | White Paper   1
OLAP: The Technology Behind Analytics
In the past, the bulk of investment in corporate computing was in business departments that generated
or captured data, such as accounting, order processing, manufacturing, and customer information.
Data warehousing developed out of a need to add value to this data by collecting, cleansing, and sifting
data from a variety of operational systems and making the resulting information available to a wide
audience of end users for analysis and reporting.
Today, organizations are investing in applications and technologies that deliver additional value from this
collected data. Most information in a relational data warehouse is too arcane or unwieldy for the average
business user. Advanced query tools hide the database complexity to some degree, but for a large
class of applications where the end user is viewing multi-dimensional data, Online Analytical Processing
(OLAP) technology provides a better solution.

The OLAP Data Model
In the OLAP data model, information is viewed conceptually as cubes, which consist of quantitative
values (measures) and descriptive categories (dimensions). For example, typical measures could
include dollar sales, unit sales, and inventory; typical dimensions could include time, geography, and
product. Within each dimension, data can be organized into a hierarchy that represents levels of detail
in the data. A time dimension, for example, could include levels for years, months, and days. The
multi-dimensional data model makes it simple for users to formulate complex queries, arrange data
on a report, switch from summary to detailed data, and filter or slice data into subsets.
OLAP applications deliver information to end users by preparing some computed values in advance,
rather than at execution time. The combination of easy navigation and fast performance lets end
users view and analyze data more quickly and efficiently than is possible with relational database
technology alone.

OLAP Analysis Capabilities
OLAP tools were first used for specialized financial applications, such as budgeting, forecasting,
and reporting. Today, OLAP technology is being used to accelerate analysis and decision-making
for business-critical applications throughout the enterprise, such as enterprise resource planning,
manufacturing, supply chain management, and now customer relationship management (CRM).
Through OLAP technology, business users can explore different views of data by “slicing and dicing”
or manipulating OLAP cubes on the fly through a process called multi-dimensional analysis. Through
multi-dimensional analysis, users can discover trends and relationships in data that might not be
obvious at first glance. And, of course, this means that it is possible to gain insight into certain aspects
of a business in order to make more effective decisions.

OLAP for the Mid-sized Enterprise
Historically, OLAP server technology has been tightly linked to proprietary client technology, meaning
that companies have had little choice in their selection of mixed, best-of-breed products. This restriction
has led to high implementation costs and often inadequate choices for applications that require both
client/server and Web-based OLAP analysis capabilities. However, the cost and availability of OLAP
technology is no longer a barrier to deployment.
Microsoft’s OLE DB for OLAP (ODBO) open standard makes it possible for OLAP data stores from
different vendors to communicate consistently with a growing number of front-end analysis tools and
OLAP server products. Businesses now have the opportunity to build integrated solutions by combining
best-of-breed products. ODBO provides an ideal way to access third-party analysis applications directly
without having to change a system’s architecture.




                                                                                                  Pivotal CRM | White Paper   2
Very little flexibility exists in the reporting process, which       Managers can use analytics applications to explore
often results in considerable delays between decisions.              and navigate data by dimensions, which provides a
Furthermore, reporting is driven from a relational                   “big-picture view” of a business situation. They can view,
database. Information from alternative data sources                  investigate, and act upon potentially unknown anomalies
is not available, limiting the scope of the results reports          and trends presented visually through front-end viewers
can present.                                                         such as Microsoft® Excel.

                                                                     Analytics can also be used to measure current
The Essence of Analytics                                             performance against some historical baseline. This
Relational databases store entities in discrete tables;              capability enables managers to align the information
this structure is good for operational databases, but for            provided through a daily monitoring process with
complex multi-table queries it is relatively slow. Analytics         corporate or departmental objectives. The results of
applications, on the other hand, are made possible                   multi-dimensional analysis can be displayed in a
through the multi-dimensional OLAP data model. The                   dashboard or portal to represent the outcome of
advantage of using OLAP to answer queries is speed.                  analyzing a particular problem.

In most businesses, managers operate either from
the position of knowing a problem exists and needing                 Criteria for a Practical CRM
to articulate a solution, or of not being certain where
the problem is and needing to find it before they can                Analytics Solution
determine a solution. Analytics is effective in both of              Improving operational efficiency, increasing
these situations.                                                    competitiveness, growing revenues—these are issues
                                                                     for any business, regardless of size or resources. The




 Figure 1: Pivotal CRM Analytics is composed of many building blocks. Featuring a pre-defined process for building a custom BI
 solution, including pre-configured data structures and processing logic, organizations can create a prototype in days, not months.




                                                                                                               Pivotal CRM | White Paper   3
              appropriate tools for attaining these goals, however,           skills required to make the most of the technology. When
              do differ by company. Unless a business has high risk           necessary, it is also easier to find external resources with
              tolerance, boundless resources, and a willingness to            these skill sets than it is to find equivalent resources for
              wait years before seeing a return on investment, it needs       more complex proprietary technologies.
              analytics software better suited to its project timelines and
              financial resources. Practical businesses need software         Flexibility and Interoperability. It is essential that an
              that works as promised, is easy to use, and demonstrates        analytics solution be built on open standards to allow
              measurable results within weeks or months—not years.            the business to choose third-party viewers and tools that
                                                                              connect to the underlying platform without the need for
              Enterprises seeking a practical end-to-end analytics            specialized resources.
              solution should search out a system that meets the
              following criteria:                                             Industry-Specific Functionality. In order to deliver results
                                                                              out of the box, a practical analytics solution should be
              Quick Results. Companies that don’t have the budget             able to address the needs of various industries. Each
              for multi-year projects need sensible solutions that can        analytics solution differs according to its application.
              be up and running with a minimum of customization, and          Business-specific issues for financial services, for example,
              achieving tangible results within weeks of implementation.      are not the same as those for manufacturing or healthcare.
                                                                              It is also important for an analytics solution to have specific
              Modular Design. Analytics solutions that can be built           capabilities for different business functions, such as sales
              incrementally make it possible for organizations to realize     and marketing.
              immediate benefits while planning for growth at the
              same time. A modular system is built to adapt as a
              business changes.                                               Pivotal CRM Analytics
              Predictable and Tolerable Costs. The total cost of              CRM analytics are a necessity for any successful
              ownership (TCO) is a critical measurement of how                company, regardless of size. Pivotal CRM Analytics is an
              well an analytics solution matches the resources of an          open, flexible, low-risk business intelligence solution for
              organization. TCO calculations include realistic estimates      enterprises that want practical analysis capabilities that
              of how much the system will cost to acquire, implement,         give them insight they can act on. It provides new levels
              customize, and maintain. After implementation, costs            of information richness and usability to professionals
              can shift disproportionately to support and maintenance.        throughout the enterprise and in the field. All users,
              Ballooning costs can undo the advantages of having              from sales executives to front-line personnel, can
              an analytics solution in the first place. It is essential to    get up-to-the-moment and complete insight that’s
              know about this possibility up front—before committing          personalized, relevant, and usable.
              to any project.
                                                                              Built on Microsoft’s integrated business intelligence
                                                                              (BI) platform, Pivotal CRM Analytics is packaged with


“   The value of any analysis or analytics comes
    from its application to specific business
                                                                              the data mart schema, data integration, and extraction,
                                                                              transformation, and loading (ETL) routines required
                                                                              to quickly implement a solution and realize benefits
                                                                              immediately. Featuring the flexibility of a business
    problems, which requires customization, but                               intelligence (BI) tool framework, combined with the
    which can and should be developed around                                  usability of a pre-packaged analytics application, Pivotal
                                                                              CRM Analytics delivers a cost-effective solution for
    standardized technology building blocks,                                  deploying and customizing a decision-
    [according to] Chris Selland, vice president of                           support system.



                                                                    ”
    sell-side research at the Aberdeen Group.
                                                                              Richer Business Insight
                                                           Kelly Shermach
                                          “BI Analytics: Beyond the Hype.”    Pivotal CRM Analytics solutions are pre-built solutions that
                                            CRMBuyer.com, October 2004        can integrate data from multiple sources. Through the
                                                                              SmartPortal, users receive information relevant to their
              Available Resources and Familiar Tools. Few                     role and needs. The applications are supported by
              enterprises can afford expensive, specialized IT                a mission-critical architecture: it enables businesses
              resources. Analytics solutions built on established,            to apply multi-dimensional analysis capabilities to
              familiar technologies such as Microsoft SQL Server take         operational CRM data through Microsoft SQL Server
              advantage of an organization’s current IT infrastructure.       Analysis Services. Microsoft SQL Server provides an
              It’s more likely that existing IT staff will already have the   interoperable, industry-standard OLAP platform, which
                                                                              lowers the risk and TCO for CRM analytics.




                                                                                                                      Pivotal CRM | White Paper   4
                Organization-Wide Availability                                   SQL Server 2000 and Windows Server 2003 also
                                                                                 deliver enterprise-class reliability. Failover clustering,
                Enterprise analytics solutions often require significant         log shipping, and server-less snapshot backups (with
                investments in both license fees and specialized                 appropriate hardware) help organizations make certain
                implementation teams. What many organizations fail               that essential performance indicators are available when
                to realize, however, is that the biggest cost of any             they’re needed. Customers can improve performance of
                CRM-integrated analytics solution is likely to be incurred       large-scale database applications, such as data analysis
                after implementation.                                            and warehousing solutions or large, complex OLAP
                                                                                 analyses, at a lower cost than with more proprietary
                In contrast, Pivotal CRM Analytics for Sales, for example,
                                                                                 hardware solutions.
                provides key sales and opportunity insight out-of-the-box,
                along with the ability to cost-effectively tailor the solution   Finally, SQL Server 2000 and Windows Server 2003
                to specific business needs, lowering post-implementation         have proven faster and easier to deploy than comparable
                costs. Dashboards and alerts are individually customizable,      alternatives. By leveraging familiar desktop and server-
                so that each professional gets the information needed to         based Microsoft products, this platform does not require
                achieve increased performance.                                   a large initial investment in hardware or software—which
                                                                                 means that you can achieve business value faster.
                Lower Infrastructure Costs
                Based on the market-leading Microsoft BI platform, Pivotal       The Microsoft Business
                CRM Analytics also dramatically reduces infrastructure
                costs. Businesses can leverage in-house Microsoft                Intelligence Platform
                programming resources and Microsoft SQL Server
                                                                                 A business intelligence solution helps organizations gain
                database skills to implement, maintain, and update their
                                                                                 insight, which leads to better, faster, and more relevant
                analytics solution, enabling them to quickly assemble a
                                                                                 business decisions. The data management capabilities of
                pre-defined,
                                                                                 Microsoft SQL Server combined with the Microsoft Office
                end-to-end solution—including ETL routines, data mart
                                                                                 System, including Microsoft Excel, makes it possible to
                                             schema, and reports—in
                                                                                 build an end-to-end business intelligence solution that is
                                             weeks.
                                                                                 both comprehensive and cost-effective, turning corporate
Microsoft BI Platform                                                            data into useful information that facilitates better, timelier
Advantages:                                  Faster, Easier                      business decisions.
Increased productivity. Microsoft
BI solutions provide time-saving
                                             Implementation                      The Microsoft BI platform is primarily made up of two
capabilities that enable information         Pivotal CRM Analytics               components, Microsoft SQL Server and the Microsoft
workers to make better decisions faster.     provides all of the technology      Office productivity suite. SQL Server provides the back-
Best economy. Seamless integration           necessary to provide rich,          end analytics engine used for staging and warehousing,
with SQL Server, Windows® Server             timely insights. With the           while Office System productivity tools offer a rich and
system, and the Office System helps          ability to integrate quickly with   simplified user interface. Together, they represent a
organizations control costs and speed        major enterprise applications,      familiar infrastructure for building analytics on the
deployment.                                  including ERP systems,              Microsoft BI platform.
Dependability. Enables reliable              organizations can avoid the
near-real-time response to changing          lengthy time requirements           Microsoft’s BI technology platform helps extend a wide
business conditions.                         and high costs of deploying         variety of third-party applications across vertical industries
Familiar tools. Leverages existing           traditional business                and throughout organizations. The Pivotal CRM team
systems and skills to quickly gain           intelligence systems. This          brings value to existing investments in the Microsoft
insights into the health of a business       enables faster deployment,          platform by incorporating Microsoft BI technology into
with easy-to-use tools.                      with lower risks and better         Pivotal CRM Analytics, delivering seamless analysis and
                                             business results.                   reporting on underlying data.

                                                                                 Together, the Pivotal CRM team and Microsoft deliver:
                Scalable, Reliable, Secure Platform
                                                                                 SQL Server 2000 Optimization. Pivotal CRM Analytics
                Microsoft SQL Server 2000 Enterprise Edition and the
                                                                                 is tuned to access the full capabilities of SQL Server.
                Microsoft Windows Server™ 2003 operating system
                provide the most powerful and cost-effective platform from       SQL Server provides several tools for data storage
                which to operate Pivotal CRM Analytics. SQL Server 2000          and analytics, including a relational database engine,
                Enterprise Edition provides a scalable data platform with        data transformation services, and analysis services to
                tools to help companies intelligently analyze large data         handle even complex business intelligence inquiries.
                quantities, and supports multi-terabyte data warehouses
                and thousands of concurrent users worldwide.




                                                                                                                         Pivotal CRM | White Paper   5
             SQL Server 2000 Data Transformation Services.                  Microsoft Access, and Microsoft Excel installed, OWC
             Microsoft SQL Server 2000 includes a very powerful,            allows users to publish interactive data as part of a Web
             easy-to-use, graphical ETL tool: Data Transformation           page. Using Microsoft Internet Explorer version 4.01 or
             Services (DTS). With DTS, Microsoft gives SQL Server           later, OWC allows them to view a published control (i.e.,
             2000 the power to import, export, and transform data from      spreadsheet, pivot table, chart, or database) on a Web
             disparate sources into single or multiple destinations. Sets   page; with Internet Explorer version 5 or later, OWC allows
             of tasks, workflows, and constraints can be collected as       users to view data-access pages.
             DTS packages and scheduled to run periodically or when
             a certain event occurs.
                                                                            Practical Analytics Means
             Analysis Services Support. Pivotal CRM Analytics fully
             leverages Analysis Services to provide connectivity to         Analytics for Everyone
             Online Analytical Processing (OLAP) data sources. SQL          Most analytics solutions are aimed squarely at analysts,
             Server 2000 Analysis Services is a server product that         who tend to focus on tactical and strategic decisions that
             provides a set of integrated data-mining features. It          influence business performance. But at the operational
             enables business analysts and application developers           level, end users are often overwhelmed by the sheer
             to easily build multi-dimensional cubes, organizes data        volume of data associated with the task at hand, and they
             from a data warehouse into cubes with pre-calculated           rarely have the time or tools to digest it properly. In the
             aggregation data, and provides application programs            absence of business intelligence, users continue to make
             with access to the cubes.                                      thousands of uninformed decisions, none of which are
                                                                            very strategic, but all of which are extremely important

“   Microsoft leverages its installed base of
    customers by integrating with the Microsoft
                                                                            to customer satisfaction, retention, and (ultimately)
                                                                            long-term profitability.

                                                                            The traditional tendency to make business intelligence
    Office System. Let no one doubt that Microsoft                          available only to executives, middle managers, and


                                                          ”
    Excel is the leading BI tool used today.                                professional analysts has ignored the decision-support
                                                                            needs of users such as customer service reps, sales
                                                          Rick Sherman      reps, and account managers—until now. Pivotal CRM
               “BI Briefs: Business Intelligence Vendor Trends for 2005”    Analytics helps all types of decision-makers understand
                                          DM Review.com, February 2005      customer buying patterns, identify sales and profit growth
                                                                            opportunities, and improve overall decision-making:
             Microsoft Office System Integration. Pivotal CRM
             Analytics offers seamless integration with Microsoft Office    Analysts. Whether they require a powerful visualization
             System applications. Office System technologies like           tool or want to employ their favorite BI viewer, Pivotal CRM
             Excel 2003, SharePoint Portal Server, and Office Web           Analytics provides these sophisticated power users with
             Components provide employees with rapid, real-time             the multi-dimensional analytics they require to be able to
             access to BI data. For example, Microsoft Excel can be         effectively slice and dice, drill down, and discover trends
             linked to Pivotal CRM Analytics for dynamic updates as         and anomalies in data.
             corporate data changes, without requiring users to have
             extensive training.                                            Managers. Pivotal CRM Analytics provides the key
                                                                            capabilities managers need to answer common sales
             Microsoft Excel includes PivotTable Service, which lets        and marketing questions:
             analysts connect to Analysis Services databases. Pivot
             tables and pivot charts can easily be created within Excel     •	 How can I improve my win/loss ratio?
             by simply pointing to a data source, without writing code.     •	 How can I improve individual sales rep performance?

             Office Web Components (OWC) Support. For many                  •	 How can I forecast more accurately?
             applications that use complex data, graphing is an             •	 How can I keep expenses down?
             indispensable tool for providing a consolidated view
                                                                            •	 How satisfied are my customers?
             of the data. Pivotal CRM Analytics uses Microsoft Office
             Web Components (OWC) to build graphs on-the-fly in             •	 How can I improve customer loyalty?
             Web applications.                                              •	 How effective are my channel partners?
             OWC is a collection of Component Object Model (COM)            •	 How can I improve market share?
             controls for publishing and viewing spreadsheets,
                                                                            Additionally, Pivotal CRM Analytics allows the creation of
             charts, databases, and data access pages on the Web.
                                                                            personalized dashboards directly within its SmartPortal
             With Pivotal CRM Analytics and Microsoft FrontPage,®
                                                                            for managers who prefer to interact with rolled-up,
                                                                            summarized data.




                                                                                                                  Pivotal CRM | White Paper   6
Standard Users. These information consumers prefer             For example, through the Pivotal CRM SmartPortal
Microsoft Excel as their viewer of choice. Pivotal CRM         Dashboard, the sales director can create an analysis
Analytics enables IT staff to manage and control secure,       report, tracking opportunity value versus booked revenue
persistent data connections to deliver the data directly       by region, product, source, and time. In doing so, they
within Excel. Excel pivot tables and charts can also           quickly notices that sales have declined for a specific
be embedded into the Pivotal CRM SmartPortal via               product across all regions. Supporting detail reveals itself
integration with Microsoft Office Web Components. When         as they drill down into specific prospect names, cities,
preferred, viewers offered by other third-party vendors can    and sales reps.
also be connected to the Pivotal CRM Analytics solution.
                                                               They learn that there is a disproportionate number of
In addition, where companies already have a data               opportunities in a particular region assigned to specific
warehouse in place, Pivotal CRM Analytics’ packaged            sales reps. The verdict? The region in question is
extract, transform, and load routines can facilitate           possibly understaffed or the reps are ineffective. With
integration of Pivotal CRM data. No other CRM vendor’s         that information, they can act immediately by changing
decision-support solution offers the same flexibility of       the account management and territory assignment rules,
deployment and an open, agnostic front-end that can            and then investigate whether there are any people issues
accommodate both sophisticated and unsophisticated             to address.
users, as well as existing technology.
                                                               The Marketing VP
Pivotal CRM Analytics in Action                                A marketing VP is thrown a handful of crucial issues that
                                                               need immediate action: declining market share, ineffective
The Sales VP                                                   new product introductions and promotions, high client
                                                               dissatisfaction, difficulty positioning new products and
A sales VP deals with a range of issues: falling short on
                                                               services, an inability to get new products to market
sales forecasts, increasing sales expenses, declining
                                                               quickly, and poor access to relevant market data. Where
customer satisfaction, ineffective sales reps, inaccurate
                                                               do they even start? With a Pivotal CRM Analytics solution,
forecasting, and difficulty monitoring sales trends. With
                                                               they can quickly view the relationship between business
a Pivotal CRM Analytics solution, the sales VP can track,
                                                               dimensions to uncover anomalies. Then they can lead
measure, and understand key performance indicators
                                                               targeted campaigns based on history, trends, buying
(KPIs). It becomes possible to keep a “scorecard” to
                                                               habits, and inventory levels.
drive the sales organization. It also becomes possible to
scan aggregate data for trends and patterns that reveal        For example, through a Marketing Dashboard, they can
new opportunities.                                             monitor campaign performance relative to forecast and
                                                               budget to analyze trends. Non-performing campaigns
For example, through a Pivotal CRM SmartPortal
                                                               with a particular offer show up immediately, and help to
Dashboard, the sales VP might notice that “sales lost for
                                                               determine which programs need to be adjusted as soon
price” is increasing. He or she drills down on the measure
                                                               as possible and in what priority. They can now ask a
and selects the “by product interest” dimension to gain
                                                               business analyst to create new, targeted campaigns with
insight into which products were lost due to price, and
                                                               a clearer sense of what results are needed and why.
what a “winning” customer profile looks like. They learn
that deals for a particular high-end product were lost
primarily for price reasons, but that winning customers        The Business Analyst
tend to be from the high-tech manufacturing sector.            A business analyst has trouble analyzing data in
Based on this insight, they implement a program to             a business context due to poor access to the relevant
identify the customer’s industry type earlier in the sales     pieces of information. It exists, but where and how do
cycle, so that pricing can be differentiated accordingly.      they get it? First and foremost, they need a business
                                                               view of the data to perform both “what if” analysis, and
The Sales Director                                             pattern identification. A Pivotal CRM Analytics solution
                                                               provides these capabilities.
Sales directors need to manage the business
performance of their teams and ensure execution on             For example, let’s suppose the business analyst’s
business strategies. What challenges often arise?              immediate goal is to segment customers to create the
Difficulty forecasting sales accurately and identifying        audience list for an upcoming marketing campaign.
ineffective sellers on the team. A Pivotal CRM Analytics       They can use the analytics application to monitor
solution makes it possible for the sales director to monitor   information according to current customer segmentation.
sales forecasts and analyze the performance of each            With a view into opportunities by campaign, industry,
sales rep in relation to these forecasts, to uncover top       won and lost deals, cycle time, and top ten customers,
performers and underperformers.                                their analysis is now straightforward. They discover which




                                                                                                      Pivotal CRM | White Paper   7
campaigns are more successful than others and provides                         Data Warehouse: A database designed to support
the marketing VP with the best, most targeted list of                          decision-making in organizations. It is batch-updated
prospects for that campaign, with the confidence that                          and structured for rapid online queries and managerial
the success rates will rise.                                                   summaries. A data warehouse is a subject-oriented,
                                                                               integrated, time-variant, non-volatile collection of data
Conclusion                                                                     used to support managerial decision-making processes.

A CRM analytics solution is a powerful tool for exploring                      Extraction, Transformation, and Loading (ETL): Refers
and navigating data by dimensions to provide a “big-                           to the methods involved in accessing and manipulating
picture view” of a business situation. Analysis of customer                    source data and loading it into a data warehouse. The
data makes it possible to view, investigate, and act upon                      order in which these processes are performed varies.
potentially unknown anomalies and trends, leading to
smarter, more informed decision-making.                                        Multi-Dimensional Analysis: A process of analyzing data
                                                                               in which the data is grouped into two basic categories: data
However, most enterprises do not have the resources,                           dimensions and measurements. Multi-dimensional analysis
tolerance for risk, or willingness to wait years before                        supports the ability to execute queries that summarize data
seeing a return on their investment in an analytics solution.                  across one or more nested, logical groups.
These organizations need software better suited to their
project timelines and financial resources—software that                        Multi-Dimensional Database: A database that captures
delivers on its promises, is easy to use, and demonstrates                     and presents data as arrays that can be arranged
measurable results quickly.                                                    in multiple dimensions. These arrays of values
                                                                               (usually numeric) are “dimensioned” by the database.
Pivotal CRM Analytics solutions are designed for practical                     Multi-dimensional views of data are especially powerful
businesses that want insightful decision support,                              for analytical OLAP applications.
without committing to major expenditures and years of
implementation, and customization. Built around the                            Online Analytical Processing (OLAP): Software for
criteria of quick results, modular design, predictable                         manipulating multi-dimensional data stored in a data
and tolerable costs, capitalizing on available resources                       warehouse. OLAP software can create various views
and familiar tools, flexibility and interoperability, and                      and representations of the data; data analysis may
industry-specific functionality, the Pivotal CRM team                          include pre-defined descriptive statistics, user-defined
delivers practical CRM analytics solutions for today’s                         queries executed against the data, or customized,
agile enterprise.                                                              data-driven models.

                                                                               OLAP Cube: A multi-dimensional set of data created from
                                                                               operational data. The number of possible aggregations
Analytics Glossary                                                             in an OLAP cube is determined by every possible way
                                                                               that the original data can be linked hierarchically. Due to
Analytics: Application software designed to measure,                           the potential number of aggregations to be calculated,
predict, and optimize business performance. Analytics                          a pre-determined number are fully calculated while the
applications structure and automate groups of tasks                            remainder are solved when demanded.
related to optimizing business operations or discovering
business opportunities. They function independently of                         Report and Query Tools: Software tools that
core transactional systems, integrate data from multiple                       produce tabular lists of information from data stored
sources, and support a time-based dimension for                                in a relational database.
analyzing trends.

Business Intelligence (BI): An umbrella term introduced
by Howard Dresner of the Gartner Group in 1989 to
describe a set of concepts and methods to improve
business decision-making by using fact-based decision-
support systems.




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