Table of Contents........ Introduction ...............................................................................................................................2 Challenges for Customer-Oriented and Market-Oriented Companies ............................4 The New Approach for Business Intelligence......................................................................4 Analytical CRM Defined ......................................................................................................5 A Recipe for Closed-Loop Business Intelligence ......................................................................6 Customer Analysis ................................................................................................................6 Getting the Right Information ─ A Customer Analysis Example............................7 Market Segmentation............................................................................................................7 A Market Segmentation Example ............................................................................7 One-to-One Marketing ........................................................................................................8 A Treatment Strategy Example..................................................................................8 Event Modeling ....................................................................................................................8 An Event Modeling Example ....................................................................................9 The Ultimate Refinement: Your Bottom Line ..................................................................10 Challenges in Delivering Analytical CRM ..............................................................................11 Typical Data Warehouse Project Development ................................................................11 Benefits of Using a Packaged Data Warehouse Infrastructure ........................................12 Introducing the Sybase Industry Warehouse Studio™ ..........................................................14 Sybase Delivers the Right Solution Today ..............................................................................15 Industry-Focused Warehouse Studios ..............................................................................15 Industry Warehouse Studio Packaged Application Reports ............................................15 Campaign Analysis..............................................................................................................16 Customer Profile Analysis ..................................................................................................17 Sales Analysis ......................................................................................................................18 Loyalty Analysis ..................................................................................................................19 Customer Care Analysis......................................................................................................20 Getting Results Today................................................................................................................21 Appendix A: Sybase Industry Warehouse Studio Components ............................................22 Industry Data Models (Included with IWS) ....................................................................22 Packaged Application Reports (Included with IWS) ........................................................22 Warehouse Architect (Included with IWS) ......................................................................22 Warehouse Control Center (Included with IWS) ............................................................23 Methodology and Project Plans (Include