Повышение эффективности маркетинга и продаж с использованием ИТ

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Слайды к семинару, 2005 год.

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  • 1. -1 . Eventum

2. 2 , , , , . , . , , . . Eventum 3. 3 , . . - , . , . . Eventum 4. 4 , - . .- . . ( ) - . Eventum 5. 5 - - , - . Eventum 6. 6 10 19% 38% 28% 26% 23% 18% 15-25% 10% 10% 8% 7% 18% 19%McKinsey . Eventum 7. 7 ? ( ..) . ( ) . . . Eventum 8. 8 , , . Eventum 9. 9 ? - , ., , . ,, . Eventum 10. 10 . - (MRP/ERP,Accounting, Management Reports). . , . . . Eventum 11. 11 .. . . (-, ) . Eventum 12. 12 -BACK OFFICE FRONT OFFICE Call Center Web B2B . - CRM, CRP CAD/CAMHR . Eventum 13. 13 SAP SEM ((BBuussiinneessss IInnffoorrmmaattiioonn WWaarreehhoouussee))CCRRMM SSCCMM PPLLMM SSRRMM . EventumBBuussiinneessss AAnnaallyyttiiccss CRM PLM ( )SCM () 14. 14 . Eventum 15. 15 - , front- back- . - . - . B2B - , , . . Eventum 16. 16 : (workflow)Lotus Notes, Oracle Workflow,Documentum, Hummingbird, Carabi,DocVision Middleware (): MS Message Queuing,Sonic MQ Business Intelligence (Cognos, MS SQLServer Analysis Services) . Eventum 17. 17 : Accounting DSS, Decision Support ERP, EnterpriseSystemResource Planning SCM, Supply Chain Reporting DataManagementWarehouse SSM, Sales & Service CRM, CustomerManagementRelationship PDM, Product DatamanagementManagement / PLM, Assets management /Product LifecyclemaintenanceManagement CAD/CAM . Eventum 18. 18ERP SAP/R3, Oracle Applications, Baan MRG/PRO, SOLAGEM Axapta, Carabi . Eventum 19. 19 SAP R/3, 1C , . . - . . Eventum 20. 20 - . Eventum 21. 214P+P Price Promotion Place Product + Processing . Eventum 22. 22 - - (CRM) Internet/E-commerce () . Eventum 23. 23 : . Eventum 24. 24 , , . Eventum 25. 25 ,, Customer RelationshipManagement, CRM; Call Center (DataWarehouse, Data Mart) (, ) (Analysis Services, Forecast,Dynamic Modeling, etc) . Eventum 26. 26 . . . , . , , . . Eventum 27. 27 . . Eventum 28. 28 : , , , , , , .. : , , ,, , . : -. -. . Eventum 29. 29 . ( -) (Croston's IntermittentDemand model) "" ( , ). . Eventum 30. 30 , , , . : , , , . Eventum 31. 31 : : ( , -) (-) / ( mystery shopping ), ( mystery shopping ) - : - : Internet (, ) . . Eventum 32. 32 : , , , . . Eventum 33. 33 () , , , . Eventum 34. 34 , . Eventum 35. 35 - ,, CRM , . Eventum 36. 36 70- . 80- 80- ABN AMRO (). , , . . Eventum 37. 37CRM / MySAP CRM, Oracle CRM, Sibel, SalesLogic, Gold Mine, ACT, Microsoft CRM 1- CRM, Quick Sales, -, WinPeak . Eventum 38. 38SAP ?Customer CRM MMoobbiilleeIInntteerrnneettInteractioncenterMarket-places . Eventum 39. 39SAP Market Analysis. Customer Scoring . Eventum 40. 40SAP Sales Planning. Sales Representatives . Eventum 41. 41SAP CRM. Customer Analytics (data mining). (CLTV) . Eventum 42. 42 ? Web Site (E-Selling) Pipeline and Funnel Analysis , , - , (Customer Lifetime Value, LV) . Eventum 43. 43Microsoft CRM . Eventum 44. 44- . Eventum 45. 45- . Eventum 46. 46- :1. SWOT- - (, , , ).2. 4 (roduct, Price, Place, Promotion) - , , , .3. - - , - .4. - . . Eventum 47. 471C - . Eventum 48. 48WinPeak CRM . Eventum 49. 49Clarify-CRM . , , .. . Eventum 50. 50 Marketing CampaignCustomersAnalysUDFUDFContact PersonsSales HistoryProductsProduct GroupsSalesRepresentatives BranchesAnalysUDF . Eventum 51. 51V4 Marketing . Eventum 52. 52Forecast Expert | Sales Expert | Quick SalesPro-Invest CRM. 1997 , 1998 "--", 2000 . 1000 . . Eventum 53. 53 Sales Expert 2 Sales Expert 2 . Eventum 54. 54 one-to-one marketing , , . (, , , , -- , - ) . . , . - (). . Eventum 55. 55 System Technologies ST - Van Selling ( ); ; . ( , , , , ). ST - , (Pre Selling). ST : , , , . . Eventum 56. 56 System TechnologiesST- - , . , , .ST- - , ST- - .. ST- - ( ), . - ; ; ; . . Eventum 57. 57 System Technologies ST- - . , Z-, , / ,/ , , ( ), ST- - , . ST- - . : , , , . ST- . ST-GPS , , , , . : GPS- . Eventum 58. 58 () . Eventum 59. 59, - . - . - - . - , 700- . - - - , . . - . 1995. , . 1000 , (,, , , ..). . , , , , -, , , , , BRAVO PREMIUM, Happy land . - . - : Kraftool, Stayer, Legioner,Raco, Rapid, Olfa, Uragan, Svetozar, . - . , Altero , . - . -- , . - - - . SEITA () SEITA , . Altadis. - , . . , . . Business Pool . , , . , -- . . - - . , , , , ,, , -2, , -, , , , -, -, ,-, , -, , , . . Eventum 60. 60 RFID RFID radio frequency identification RFID - RFID , . Eventum 61. 61 RFID RFID ; RFID ( 100%- ); RFID , RFID- ,, , , , ; RFID- ; RFID- ; RFID- ; RFID- , . . Eventum 62. 62 RFID ( .) ( ) . Eventum 63. 63 RFID RFID . Eventum 64. 64 ( ) . Eventum 65. 65 . Eventum 66. 66 . . , , , . . , . - . . Eventum 67. 67 . . Eventum 68. 68 ? . , , , . . . . . . Eventum 69. 69 , . Eventum 70. 70 , . , . Eventum 71. 71- . Eventum 72. 72, CRM- CRM CRM CRM . Eventum 73. 73, CRM , , . Eventum 74. 74 CRM- CRM- . - . . - - . Eventum 75. 75 CRM . Eventum 76. 76CRM Gartner, 42% . CRM , 20-30%, . . Eventum 77. 77 ? ( ) . Eventum 78. 78, . (), . . , . , . -. -. : ,. . . , . . . Eventum 79. 79 , (, ,, , , ) ( , , OLAP .. , , . Eventum 80. 80 . Eventum 81. 81 Gartner Group 80% CRM .15 2002 CRM . . Eventum 82. 82 Nike ERP SAP, CRM Siebel SCM i2 Technologies. - , . 400 .! . Eventum 83. 83 , . . . Eventum 84. 84 -. . Eventum 85. 85 . . . , , . . - . . Eventum 86. 86- , , (. , , (. . . ) - - , (.). - - , , , (WorkflowManagement Coalition, WFMC) . Eventum 87. 87 - () - ; ; ( ); , . - (activity basedcosting, ABC) . . Eventum 88. 88 , - . . - , , , , -. , - . (Function Free). . Eventum 89. 89 . Eventum 90. 90 1PR11 5 21- . . . . 2 3 4 - -5 X / Y / - -3/33//4447/77//777 10/1100//313311--16/1166//2322336/66//6662/22//22223/2233//25 2255 1133//13/18 1188 55//5/88812/1122//2922995/55//9990/00//1111110/00//7770/729/2299//35335521/2211//2522553/611/1317/1177//21221111/1111//141144. 9/10 4/44//44421/2211//222222-3/33//5558/88//888 --11/1111//1211222/22//3336/612/1912/1400//771111//113399//110066//661122//11991122//1144 . Eventum 91. 91 ? , . Eventum 92. 92 ( -) . Eventum 93. 93 B/S, I/S, Cash Flow , , 3-5 - - . Eventum 94. 94 : (value chain segregation) M.Porter . Eventum 95. 95 ( ) Price Whaterhouse , . Eventum 96. 96 ( ) PR . Eventum 97. 97 (, ) . Eventum 98. 98 ( ) ( ) , , (Shipping) (Billing) (Sales Support) (Order entry) . Eventum 99. 99 : vs. ? ? ? ? ? ? . Eventum 100. 100 , : . . Eventum 101. 101 . . Eventum 102. 102 , , ,

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