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Analytical CRM

Product Type: Market Research Report
Published by: Datamonitor
Published: July 2005
Product Code: R313-11822
Description
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
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
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