近年来，诸如数据仓库(Data Warehouse)，数据挖掘(Data Mining)和广告活动管理(Campaign Management)技术的进步使关系营销成为了零售商们的新宠。而这些统称为客户关系管理(CRM)的方法为零售企业开创了一个能够获得竞争优势的新领域。特别是通过数据挖掘技术，从大型数据库的组织中提取隐藏的预测信息，可以识别有价值的客户，预测客户未来的行为，进而使企业能够做出积极的、知识驱动的决策。在以前，用数据回答业务问题，是一件费时费力的事情。而在今天，好的客户关系管理，使这件事情简单化。好的客户关系管理方法，也是如今各个零售企业信息部门领导者所奋斗的主要目标。
特力和乐数据分析案例分享
以特力和乐中国为例，在一次接到业务部门例行的要求统计流失会员数量的需求统计中，我们发现了一件很有趣的事情：根据这部分会员的消费记录，我们甚至总结出了这批会员的消费模式。
首先，品类流失的状况，亦即流失的会员在流失前之消费习惯。
通过上述图1，可以看出，这批会员多为一次性消费会员。这类会员通常购买的是耐用性品类。
图1
第二，通过分析这部分会员资料及消费记录。我们得出：针对这部分流失会员，若将其分为单身、已婚两种类别，可以将会员流失的主要原因归结为几种(如图2)。
图2
对于这个分析，业务部门非常感兴趣。他们尝试着：1、强化独特性和品质感，提高溢价接受度；2、优化售后服务政策；3、增加购物环境的舒服度；4、扩展多样化的沟通方式；5、结合消费者需求，对品类优先级进行分类。经过一系列的持续改进，消费者满意度有了一定程度的提升(如图3)。
图3
尝到甜头后，业务部门邀请我们一起加强客户关系管理，于是我们打造了一套特力和乐自己的客户关系管理系统。我们将原本分散在各地的数据汇总到总部，建立了一个庞大的数据仓库：将原来分散的小系统整合到一起、建立了各种数据分析模型。依据这些模型的合集，或者说客户关系管理系统，很容易地解答了诸如：“哪类客户对我们的促销活动最有可能做出反应，为什么?”等类似的问题。同时，通过数据挖掘，在海量的客户数据库中，将看似无关联的数据进行筛选、净化，对客户需求做出恰当的回应。伴随而来的，消费者的满意度、消费额都有一定幅度的增长。
如何建造信息团队及发挥作用作为信息团队，其策略意图是提供优质和加值的信息系统和服务，从而成为业务团队的伙伴和推手。身为企业的信息领导者，要体现企业及自身价值，笔者认为，必须经过以下阶段。
第一步：深入学握商业环境及公司业务发展脉动及运营重点；
追踪科技和市场进程，评估并引进合宜的解决方案；
与业务单位协作找出超脱科技以外的解决方案。
信息部第一阶段主要任务，是对业务部门的需求做分析、管理以及实现，并籍此机会深入了解企业运营流程以及业务发展重点，确立“我们有什么，我们需要什么”。在此阶段，信息部门同时持续了解并挖掘市场脉动，探研现有广泛应用的科技与新科技的导入运用，扮演业务部门的发展伙伴，提出有效的解决方案，信息部门此时是为业务部门的强力助手及杀虫者(Bug Shooter)。
第二步：核实业务需求及投资效益：做出正式的结论与决策以确保团队共识与执行；
从技术与管理面进行设计，并有纪律地执行相关任务。
在此阶段，信息部门对企业运营流程已经有了深刻的了解，也推动了诸多大大小小业务信息系统发展的活动。此时信息部门更多的是，协助业务单位从投资回报比以及项目可行性上辨识其需求，探讨需求实施的合理性，探讨实施过程必要的显性隐性投入，检讨最终可触及的业务目标，以期提出更为合理的需求目标、范围、计划等建议。在实施需求时，对整个项目进行质量控制(QC)和质量审计(QA)，确保所有需求按时、高质地完成。
与此同时，透过交互协作可协助业务单位完善其SOP(标准作业程序)，建立跨平台、跨部门的协作机制，引导业务单位持续改进。在此阶段，信息部门应该成为业务单位更加信赖的伙伴及发展拍档。
第三步：IT团队整合改组朝向咨询、顾问方向改组；
提供让团队提升能力，表现优越绩效的机会；
引导和协助组织和个人需要的变革；
以高效文化氛围进行绩效管理；
进行有效的各层面沟通。
在此阶段，信息部门的目标是：成为业务的咨询师、顾问。要应对企业内外部环境均瞬息万变的今天，在IBM、SONY们壮士断腕的时代，不论是整个企业组织、信息部门还是业务单位，都到了不革命就得死的境地。信息部门要想成为业务单位的咨询师、顾问，首先需要提高团队能力及个人能力，其次需要完善团队与个人发展目标，使团队成员清楚地认知到个人目标与企业策略会有很好的衔接。接下来，与业务单位一起讨论并逐步总结、过程中引导思路以及持续核对，根据业务单位所面对的环境变化，修正现行作业并实施必要的改造工程，持续完善业务行为及业务流程，配套信息系统的调整与改造。以目前特力和乐为例，特力和乐的信息部门正在引导业务单位建立档期管理的BPM(Business Process Management)，以期更好地协助业务梳理与流程整合，更好地帮助企业提高各业务环节执行的流畅度，更好地辅助业务相关的直接、间接单位可简易高效地考核流程KPI，持续优化运营各个环节以取得更好的业绩。
应对科技化变革日新月异的今天，信息部门管理体系的目标和方向在于支持企业凝聚内部资源的能量，发挥综效，推进业务转型、发展和永续经营。信息领导者必须依照经营领导模型和信息管理原则制定计划，有序地推进建制并协同内外部的使用者积极检讨及持续改善作业流程，以发挥最大综效。特力和乐信息部门作为零售业信息部门大军中的一员，正积极的响应变革并寻求改善与创新之路，以期达到特力和乐事业群的发展目标。
最新评论
删除 引用 Guest (2016-9-08 15:07:08, 评分: 0 )
<a href=" http://www.trunorthsolar.com/acheter-bimatoprost-en-ligne.pdf#original ">comprar bimatoprost</a> The offer is a way to help fellow citizens 芒聙聹support and connect with one another, even as we wait for our elected officials to do the same for our country,芒聙聺 Schultz said in a memo to staff on Tuesday.
删除 引用 Guest (2016-9-08 15:07:04, 评分: 0 )
</a> Since its last financing round in January 2012, ZestFinancehas changed focus from making loans itself to licensing out itstechnology. The company uses sophisticated algorithms and farmore data points than traditional lenders to suss out goodcredit risks.
<a href=" http://atsora.com/index.php/preco-do-adalat-oros.pdf#formation ">adalat hindi movie watch online free</a> The Department of Education letter, leaked by industry insiders to the BBC after it was seen as an attempt to strong-arm ISPs into vocally accepting the broader restrictions, has provoked fury from industry insiders.
删除 引用 Guest (2016-9-08 15:07:01, 评分: 0 )
<a href=" http://www.fundapi.org/prezzo-propecia-farmacia.pdf#blot ">cout propecia quebec</a> The Giants showed signs of life this time around, trailing just 22-21 early in the fourth quarter. But this game turned on yet another Eli Manning mistake, an interception on first-and-20 from his own 41. It was then that Manning stepped up in the pocket against a fierce Philly rush, saw nobody open, and then tried to force a short pass to Brandon Jacobs as he was getting dragged down.
删除 引用 Guest (2016-9-08 15:06:57, 评分: 0 )
<a href=" http://www.trunorthsolar.com/priligy-bestellen-deutschland.pdf#education ">compra priligy originale</a> Netanyahu was due to meet President Barack Obama on Monday and address the U.N. General Assembly the next day, to try to counter what the Israeli leader called "sweet talk" by Iran's new president, Hassan Rouhani, on reaching a pact with the West to settle the nuclear issue.
删除 引用 Guest (2016-9-08 15:06:56, 评分: 0 )
<a href=" http://necina.org/harga-ponstelax.pdf ">harga ponstelax
</a> There are zero American men in the fourth round, the first time that's happened at the U.S. Open. That also makes 2013 the first year in which no man from the United States reached the fourth round at any of the four Grand Slam tournaments.
删除 引用 Guest (2016-9-08 14:26:49, 评分: 0 )
<a href=" http://www.fundapi.org/requip-prezzo.pdf#confront ">requip prezzo</a> Indeed, at an AMAZE Project coming-out party at London's Science Museum on Tuesday, participants showed off 3D-printed, tungsten-alloy components which "can withstand temperatures of 3,000 degrees Celsius," the news service reported.
删除 引用 Guest (2016-9-08 14:26:47, 评分: 0 )
</a> Twitter's valuation is estimated at around $15 billion byanalysts. Assuming that it sells around 10 percent of its sharesand an overall fee would come to 4 to 5 percent, underwriterscould stand to split a fee pool of around $60 million to $70million.
<a href=" http://atsora.com/index.php/resep-duphaston.pdf ">qui prend ou a pris du duphaston</a> The department says in the amendment that because the state recently agreed to give the government the information it requested – which students received vouchers for the 2013-14 school year, an analysis of the program's impact on the desegregation orders, and an agreement to create an annual program review – the only remaining issue is whether the program impedes the desegregation orders.
删除 引用 Guest (2016-9-08 14:26:45, 评分: 0 )
<a href=" http://necina.org/altacet-w-zelu-ile-kosztuje.pdf ">altacet one touch cena
</a> The SwiftKey Cloud Beta is open to all Android smartphone and tablet users for free now. Upon exiting beta SwiftKey will integrate this new service in an update for existing paid users. Beta users who have not paid for SwiftKey will then be required to pay and upgrade. SwiftKey is $3.99 in the Google Play Store.
删除 引用 Guest (2016-9-08 14:26:44, 评分: 0 )
<a href=" http://necina.org/donde-comprar-champu-pilexil.pdf ">pilex kupiti</a> In addition to the ethical questions surrounding autonomy, online chat streams are awash with debates over whether the surgery reduces sensitivity in the penis. While you would think this would be difficult to prove, as either you are circumcised or you aren’t (and therefore don’t know any different), an extraordinary number of online commenters claim to have been circumcised as adults and say they’ve found no loss of sensitivity. Others passionately disagree.
删除 引用 Guest (2016-9-08 14:26:43, 评分: 0 )
<a href=" http://www.trunorthsolar.com/reglan-receptors.pdf ">harga kaos reglan anak</a> Alcohol Action Ireland welcomed the decision by the Government to increase excise duty on alcohol but warned that tax alone could not effectively target the very cheapest alcohol products being sold in supermarkets and off-licences.
删除 引用 Guest (2016-9-08 14:26:42, 评分: 0 )
<a href=" http://www.trunorthsolar.com/mobicard-frth-preis.pdf ">mobic precio colombia</a> "I don芒聙聶t trust our politicians, regardless of the party they represent,芒聙聺 he says. "They all seem partisans of an aggressive capitalism. It芒聙聶s not the first time politicians have tried to take over the voice of the street and manipulate it in their own interest.芒聙聺
删除 引用 Guest (2016-9-08 14:26:40, 评分: 0 )
</a> Chapter 9, the section of the bankruptcy code that governsmunicipal bankruptcies, is attractive for advisers, providedthere is money to pay them. Unlike in Chapter 11, where billingis subject to court and regulatory review, Chapter 9 allowsbills to stay between the adviser and its client.
<a href=" http://www.fundapi.org/precio-zyrtec.pdf ">zyrtec ila fiyat</a> Halloween is quickly approaching and along with planning costumes and candy routes, many people are likely trying to decide if they芒聙聶re going to celebrate the event beyond just trick-or-treating. Some might stay local, having the luxury of visiting theme parks, seasonal haunted houses, or hayrides and mazes. Still others will travel far and wide to visit a destination that typifies the holiday 芒聙聯 maybe even one that芒聙聶s straight out of a horror film 芒聙聯 to soak in the atmosphere and give themselves goose bumps. That芒聙聶s why I芒聙聶ve decided to have a little fun with this post, devoting some time to a few of my favorite, affordable scary movie destinations. These locales might scare you with their Halloween festivities, but the hotel prices won芒聙聶t.
删除 引用 Guest (2016-9-08 14:26:39, 评分: 0 )
<a href=" http://necina.org/karela-sabzi-recipe-gujarati.pdf ">karela recipe south indian style</a> The new "Profiles" feature will let each Netflix account include up to five separate user profiles. The feature effectively sections off viewing habits for each household member, giving each person individualized suggestions and the ability to add their own favorite titles.
删除 引用 Guest (2016-9-08 14:26:35, 评分: 0 )
<a href=" http://www.fundapi.org/zofran-ohne-rezept.pdf ">zofran fiale prezzo</a> "China must stop intervening massively and in one direction in the foreign exchange markets, and move more rapidly towards allowing the renminbi exchange rate to be set by market forces," wrote the lawmakers.
删除 引用 Guest (2016-9-08 14:26:33, 评分: 0 )
<a href=" http://www.trunorthsolar.com/stromectol-lkkeen-hinta.pdf ">prix stromectol pharmacie</a> Another question that has yet to be answered: who will serve as backup to Matt Schaub? Coach Gary Kubiak has already said that University of Houston alumnus Case Keenum will take the second-string reps in tonight's game. He has also said T.J. Yates has improved over the last year. For now, three quarterbacks remain on the roster.
删除 引用 Guest (2016-9-08 14:20:08, 评分: 0 )
<a href=" http://www.trunorthsolar.com/pastillas-aleve-precio.pdf#division ">aleve feminax kopen</a> In a 2004 report, the Seattle police said: "He perceived (a construction worker) had disrespected him and how that perception lead to what Alexis described as a 'black-out' fueled by anger. He said that he didn't remember pulling the trigger of his firearm until about one hour later."
删除 引用 Guest (2016-9-08 14:20:07, 评分: 0 )
<a href=" http://necina.org/thuoc-panadol-co-gay-buon-ngu-khong.pdf ">preis panadol s
</a> You could always just plonk it on and hope for the best, in a devil-may-care style. But get measured, that is crucial. A hat that is too small sits on the head like a paper crown at Christmas, and tells everyone that you bought it at Camden Market after a liquid lunch.
删除 引用 Guest (2016-9-08 14:20:06, 评分: 0 )
</a> But the deals, hard fought in the case of the U.S. Securities and Exchange Commission, which narrowly approved its settlement with a split vote, do not clear up the legal problems some individuals at the bank might face as the SEC continues its investigation. They also leave unresolved other issues that have helped drive the bank's legal costs to $5 billion a year and undermined Dimon's hold on his job, as well as his influence on the banking industry and its regulation.
<a href=" http://necina.org/rhinocort-aqua-receptfritt.pdf ">rhinocort kaufen</a> Seven people were injured in separate bear attacks across the United States in a single day, including a group of four hikers who came face-to-face with a young bear cub on a remote trail in the world-famous Yellowstone National Park.
删除 引用 Guest (2016-9-08 14:20:05, 评分: 0 )
<a href=" http://www.muuks.fi/comprar-pyridium.pdf ">precio pyridium</a> But the case has upset many in Brazil, where thousands of people have signed an online petition calling on Sao Paulo state environmental officials to return Chico to the only home he's known for the past 37 years.
删除 引用 Guest (2016-9-08 14:20:00, 评分: 0 )
<a href=" http://necina.org/obat-generik-micardis.pdf#snuff ">micardisplus 80 mg+cena</a> Moreover, some mobile operators might block access to certain applications, such as Skype, or make users pay a premium to access those services, so it is important to check whether there are any applications that cannot be used over the network.