Ajouter aux favoris   Ajouter cette page à mon bookmark --- SOCIAL BOOKMARKING --- Digg Furl del.icio.us Netscape

Introduction
 
Analytical CRM is both a technology and a concept. As part of the wider business intelligence market it is a complex area to understand. This report simplifies the technologies, uses and user groups found in the aCRM market.
 

 
Scope
 
The full range of technologies in the aCRM market are covered, including ETL, data quality, data warehousing and BI tools.
 
The development of aCRM technologies is discussed as part of the changes seen in the wider BI market.
 
A full market sizing analysis by geography, vertical and technology for the aCRM space.
 
The uses of aCRM are varied. The ways in which it is currently deployed, and how this will change are covered by this report.
 
Highlights
 
The market for aCRM is significant with strong and stable growth forecasted. Vendors in this space must understand the ways in which aCRM is utilized, how to identify the right customers and leverage their expertise to succeed in this developing market.
 

 
Reasons to Purchase
 
Understand the indicators displayed by firms likely to adopt advanced aCRM solutions.
 
Learn about the market opportunities, by geography, vertical and technology.
 
Develop new strategies to encompass the changes seen and expected in the aCRM space.
 

TABLE OF CONTENTS
 
CHAPTER 1 EXECUTIVE SUMMARY 3
 
Introduction 3
 
aCRM must be definied both as a technology and a concept 3
 
As a concept 3
 
As a technology 3
 
Business intelligence and aCRM 4
 
The uses of business intelligence 5
 
aCRM technology and development 5
 
User groups of aCRM 6
 
Customer focus 7
 
Likely adopters of aCRM 8
 
The market for aCRM 8
 
Built-in bias 11
 
Competitive landscape 11
 
Strategy 12
 
CHAPTER 2 INTRODUCTION 21
 
aCRM must be definied both as a technology and a concept 21
 
As a concept 21
 
As a technology 21
 
Business intelligence and aCRM 22
 
The uses of business intelligence 23
 
Why aCRM? Why now? 24
 
Evidence? 25
 
Enteprise and customer value 25
 
What’s covered in this report? 25
 
CHAPTER 3 ACRM TECHNOLOGY AND DEVELOPMENT 26
 
Introduction 26
 
Key findings 26
 
aCRM is usually part of a wider BI initiative; however, it can also be an enhancement to CRM applications 27
 
Changing technology, infrastructure and business requirements all influence the development of aCRM solutions 27
 
Technology 27
 
Technology infrastructure 28
 
Business requirements 28
 
Finding the value in aCRM projects depends on their deployment and uses 29
 
While information democracy is an important feature of aCRM but it needs careful analysis to deliver value 31
 
User group requirements influence each group’s technological requirement 33
 
Policy design and information democracy 35
 
Conclusions 35
 
CHAPTER 4 CUSTOMER FOCUS 36
 
Introduction 36
 
Key findings 36
 
Most enterprises follow a development path; vendors need to deal with those businesses at the right level of maturity 37
 
Businesses which will benefit from aCRM share a number of indicators 37
 
A high degree of commodotization, tied with high data volume creates the right environment for aCRM adoption 38
 
Small to medium enterprise aCRM is not as unlikely as it sounds 38
 
Reporting is an important step toward analysis 38
 
Information generated by aCRM can either be pulled, or pushed. User group requirements dictate 39
 
Data quality is always going to be an issue, but it is perhaps not as significant as previously thought 39
 
Conclusions 40
 
CHAPTER 5 THE MARKET FOR ACRM 41
 
Introduction 41
 
Key findings 41
 
As a subsegment of business intelligence, aCRM is a difficult market to ring fence and account for 42
 
aCRM is a growing market, showing signs of maturity in NA and EMEA 43
 
Geographical analysis 44
 
As database vendors incorporate more BI technologies into their product, they will own an increasing share of the market 47
 
Built-in bias 48
 
Financial services, retail, manufacturing and communications are the clear vertical leaders in this market 49
 
The market split by size band highlights the high end nature of this technology set 52
 
Conclusions 53
 
CHAPTER 6 COMPETITIVE LANDSCAPE 54
 
Introduction 54
 
Key findings 54
 
BI-related vendors can be thought of in three technology areas, analytical infrastructure, data management and BI tools 55
 
Vendors 55
 
Analytical Infrastrcture 55
 
Data management 55
 
BI Tools 55
 
Analytical infrastructure vendors need to maintain their operational independence in the market place to survive as independent entities 56
 
Data management vendors are well placed to maintain their role in this market and offer elements of other vendors’ functionality 56
 
Reach down 56
 
Reach up 57
 
BI tools vendors need to offer three things: flexibility, some pre-packaging and an ability to integrate with anything 57
 
Flexibility 57
 
Pre-packaging components 57
 
Integrate with everything 58
 
CRM vendors have a role to play in this market centered on market education and providing functionality for a wider audience 58
 
CHAPTER 7 STRATEGIC CONCLUSION 59
 
Introduction 59
 
Key findings 59
 
Market education should be thought of under three headings: business transformation, technology and uses 60
 
Business transformation 60
 
Technology 60
 
Uses 60
 
Vertical, geography and size band focus all have a fundamental role to play in vendor strategy 61
 
Vertical 61
 
Geographies 61
 
Size band 61
 
aCRM will remain a piece of the wider BI market, and will often be a ‘bolt on’ to deals in other BI domains 62
 
The competitive landscape is dominated by several large key players. Datamonitor expects further consolidation and a diversification of vendors’ product portfolios 62
 
CHAPTER 8 APPENDIX 64
 
SPP writing team 64
 
How to contact experts in your industry 64
 

 

 
LIST OF TABLES
 
Table 1: aCRM market globally 2004-2009 43
 
Table 2: aCRM market by geography 2004-2009 44
 
Table 3: aCRM in NA 2004-2009 45
 
Table 4: aCRM in EMEA 2004-2009 46
 
Table 5: aCRM in APAC 2004-2009 47
 
Table 6: aCRM in CALA 2004-2009 47
 
Table 7: aCRM technologies 2004-2009 48
 
Table 8: aCRM market vertical analysis globally 2004 50
 
Table 9: aCRM market vertical analysis by geography 2004 51
 
Table 10: aCRM market vertical analysis globally 2009 52
 
Table 11: aCRM by company size band 2004-2009 53
 

 

 
LIST OF FIGURES
 
Figure 1: Business intelligence architecture 5
 
Figure 2: aCRM user groups 7
 
Figure 3: aCRM market globally 2004-2009 10
 
Figure 4: aCRM market by geography 2004 and 2009 11
 
Figure 6: Business intelligence architecture 23
 
Figure 7: The enterprise/customer bridge 24
 
Figure 8: Fair value 31
 
Figure 9: aCRM user groups 33
 
Figure 10: aCRM market globally 2004-2009 43
 
Figure 11: aCRM market by geography 2004 and 2009 44
 
Figure 12: aCRM technologies 2004-2009 49