CRM analysis

Any data that is collected in Comarch ALTUM CRM can be analyzed with the Comarch ALTUM Business Intelligence tools. The most interesting analyses, and those used the most commonly include:

Customer segmentation

Comarch ALTUM lets you segment customers in several ways. However, the most commonly used ones are the ABC analysis and the RFM analysis.

The purpose of the ABC analysis is to identify which customers (the analysis can also be used for analyzing products, etc.) bring you the greatest benefits in terms of generated revenue. Usually it turns out that the bulk of the revenue is generated by only a few percent of the customers. On the other hand - usually up to 80% of customers are responsible for only a dozen or so percent of the revenue. It is therefore important to know which customers belong to which groups in order to allocate your resources in the best possible way.

Another example is RFM analysis. This analysis, like the previous one, divides customers into groups, except that the final allocation takes into account three factors:

• recency rank (R) - telling you how much time had passed since the client was in your shop the last time
• frequency rank (F) - telling you how often your customer is shopping in your store,
• monetary value (M) – telling you how much money your customer spends in your store.

Each factor characterizes customers on a scale from 1 to 5, and the final group assignments result from multiplying these three values.

Sales funnel

The sales funnel analysis allows you to demonstrate how the number of potential customers evolved at every stage of your marketing or sales campaigns, and compare it to the number of customers who have finally made a purchase.
The report allows you to analyze sales activity not only in terms of realized sales, but also what the chances are of selling products at a particular marketing or sales campaign stage. With information about when the next stage is to be closed and a perspective into sales potential, you have a complete picture of what results can be expected in a given period.

Campaign Efficiency

Business Intelligence analyses allow for a detailed summary of marketing and sales campaigns. As a result, you will be able to analyze and compare each and every component of your campaign, i.e.:

• steps and tasks
• allocated resources
• planned and incurred costs
• timeliness
• number of leads and acquired customers, and much more
  
  

Marketing activity management

Mobile

Back (CRM)

Focus on the most profitable customers

With the option to run advanced customer segmentation analyses, it is easy to identify your most valuable customers. That way, you can focus on these clients and assign to them the appropriate resources (for example, you can send them a new product catalog, or simply send an SMS with Christmas greetings), in order to provide them with the best possible customer service. Using e.g. RFM (Recency, Frequency, Monetary value) analysis you can also identify i.e. customers who stopped buying from your store or those who have substantially lowered their expenditures - and for those you should take steps in order not to lose them. In this way you will be able to increase your sales revenue, but on the other hand reduce the cost of servicing clients who are bringing you insignificant profits.

Find the weak points of your sales process

With the ability to visualize a sales funnel on the report, you can closely monitor and analyze the entire sales process: starting from the list of leads and ending up with those who made a purchase. This allows you to detect the weak points (bottlenecks) in the sales process, which you will be able to optimize with the use of Comarch ALTUM Business Process Management tools. As a result, you can increase the number of customers, which positively affect the company's financial results.

Analysis of the sales funnel for each of your salesmen will also help you measure the effectiveness of each of them – at every stage of the sales process.

Optimize costs with improved planning of future campaigns

The ability to analyze all the components of a sales or marketing campaign (such as campaign steps, allocated resources, assigned personnel, number of acquired customers, etc.) allows for a detailed assessment of their effectiveness. In this way, you will learn which campaigns are bringing you real benefits, and which only generate costs. You'll also be able to assess the quality and effectiveness of campaigns by the various stages of their lifetime, and everything in order to better optimize your future campaigns.

Marketing activity management

Mobile

Back (CRM)