E-Business and Customer Analysis

A number of companies have thousands and millions of online interactions with their customers every day. The nature of that interaction either erodes or enhances the relationship with the customer. Every company would like to enhance this interaction and sustain the customer's interest in the product offerings - to be able to understand the customer's buying pattern and improve the value provided.

Why Online customers?
It's getting more and more expensive to get new business. A recent research by Fortune Magazine for various industries claims that the average cost of winning a single customer has gone up to $ 175. Online customer interactions can be tracked and a company can more easily gather information on a customer's interests, buying power and requirements.  

Covansys, in partnership with MicroStrategy, will take Customer Analysis Module (CAM) to higher levels of Customer Analysis and Interaction. 

CAM's architecture is designed to be extremely open and flexible. Covansys has leveraged this open architecture to integrate MicroStrategy's CAM with various Web Commerce Platforms. To demonstrate the flexibility of CAM architecture, Covansys has expanded CAM to perform Online Campaign Analysis for IBM Web Commerce Suite (WCS). 

Covansys has also analyzed and formulated a mapping methodology for IBM Web Commerce Suite (WCS) to Customer Analysis Module (CAM). This mapping methodology has been brought to practical instance using Informatica PowerMart 4.7.2, DB2 UDB for repository, source and target. This methodology can be duplicated to any Extraction Transformation Load (ETL) tool in an organization's environment and to any database used as data warehouse. The methodology illustrates the flexibility of tuning the business rules implemented, while making it as platform, tools and database independent as possible. Users can potentially use the Covansys developed Informatica PowerMart ETL mappings as a baseline for integration into their operational commerce systems. 

We have come to understand that customers interact with Companies in repeatable and predictable ways over various channels. That's why Covansys' value proposition also includes integration of the CAM data mart with your company's data warehouse. The value of the integration is established with the fact that no marketing program stands alone. Creative marketing initiatives often overlap between offline and online channels. This solution provides a single view of the customer, facilitates better customer offerings, helps identify distinguished service characteristics and allows you to reap the benefits of customer retention. 

Through this innovative solution, your customers will come to see online sales as a part a unified sales channel and not as a separate business entity. Conversely, our solution provides a single face of customer to your organization. In addition it provides an opportunity for unleashing a huge profit potential by moving offline customers to online business. This typically requires a tightly orchestrated initiative combining technology, marketing service and 24x7 operational support. Moving offline customers to online channels also minimizes the incremental costs associated with online customer acquisition. This solution would enable companies to select the customer targets to test new offers on a sub segment of customer group to minimize cost and risk associated with larger campaign.