Crossroads 2002 A-List Award Winners

Infortmatica Corporation
Redwood City, CA

Customer Relationship Analytics
> Analysis of Customer Behavior

CUSTOMERS AT WORK

Informatica’s reference customers, large companies in fast-moving industries, must manage complex customer relationships across several selling and marketing channels. These high-tech and financial services firms are highly dependent on the Web for orders. Their shared objective is to empower decision makers throughout the company in:

§ Optimizing the effectiveness of the Web with other sales and marketing channels

§ Providing real-time visibility of sales, marketing, service and channels

§ Getting insight into customer and product profitability

WHY INFORMATICA?

Informatica’s Customer Relationship Analytics helps companies understand all aspects of customer behavior and how that impacts other business processes. It provides a robust data model that captures essential customer data from transactional sources and Web logs. Companies use this insight to manage the profitability of customers, products, and services. The analytics software includes the complete stack -- a powerful data integration platform, cross-value-chain data-models, and real-time delivery of analytics via Web, wireless, and voice.

BUSINESS IMPACT

Near-term value: Corporations use Informatica’s Customer Relationship Analytics to understand aspects of sales, marketing, service, channel and product analysis. On the Web channel, common uses include analyzing traffic from high-volume Web sites, segmenting Web visitors by geographic location and domain, and measuring the success of Web promotions and e-commerce affiliates. For other channels common usages consist of timely insight into sales – bookings, billing and backlog analysis – to prevent large inventory write-offs.

Enterprise innovation: Informatica’s customers plan to build on their use of Customer Relationship Analytics in two directions. By deepening their understanding of the customer, they are making significant improvements to the Web site design, which is as the first step towards improving overall operational effectiveness.

Technology gains: A piecemeal approach to business intelligence means that too little information is delivered too late to too few decision makers. Informatica enables IT to replace a welter of specialist tools with an Internet architecture solution that leverages corporate information from a wide variety of internal and external sources for highly collaborative, real-time decision-making that can be easily shared throughout the extended enterprise.

SUCCESS FACTORS

Project strategy: Early innovators report that packaged functionality is sufficient to jump-start the organization on the road to a deeper understanding of online and other customer behavior. Even so, reference customers report a high return on relatively modest investments in schema modifications and custom logic.

Learning: The application is ergonomic for end users and administrators alike. Freed from the mechanics of data manipulation, sales, marketing and design staff can spend more time analyzing business results.

Resources: On the Web, best analytical results require the use of persistent cookies, which involves significant retrofitting of the Web site, but customers say the investment is amply repaid. For other sales channels, best analytical results require that the business user’s requirements for complete CRM analytics is well understood.

Fit: Informatica Customer Relationship Analytics is a good fit for companies seeking to improve business results with objective decision-making and enhanced operational effectiveness.

COMPANY INFO

Informatica is a publicly held company (NASDAQ: INFA) with 900 employees.

650.385.5000
www.informatica.com
Published: January 2002