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BIG DATA

LITTLE DATA

AND CRM

11 Tips to Enable Data Using Microsoft Dynamics CRM

in Todays Big Data Age

A Caltech CRM Publication

george@caltech.co.uk

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IS THIS BOOK RIGHT FOR ME?

Is this e-book right for you? CRM solutions can be confusing and we want everyone

to get the most from our material. See below definitions to find out if your level

matches the content you are about to read.

Introductory

Introductory content is for anyone who is new to Customer Relationship

Management (CRM) solutions. Also suitable for those wanting to know more about

the principle of CRM solutions beyond basic contact management, and why CRM

can be matched to processes and strategies.

Intermediate

Intermediate content is for those people who may be using CRM solutions and have

an understanding of how they work. This content is also suitable for those who

understand many to many relationships, and how powerful CRM strategies can be

when they are working in alignment with organisational goals and processes.

Advanced

Advanced content is for those who want to do more with CRM solutions beyond

contact management. You will have a strong understanding of CRM solutions and

how many to many relationships can propel compelling benefits, and enable

processes to be more efficient. You will understand some technical elements of the

solutions and integrating them across disparate systems.

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This EBook!

This EBook!

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11 TIPS TO ENABLE DATA USING MICROSOFT DYNAMICS

CRM IN TODAYS BIG DATA AGE

By Catherine Carlyle

Catherine helps new clients gain an understanding of CRM, and ensures they have

everything they need to start using a CRM solution that delivers tangible benefits.

Catherine is the marketing manager at Caltech IT Limited (Caltech CRM) and she

creates and manages content about CRM for Caltech CRM. She is also one of the

first people you will speak to when looking to work with Caltech CRM.

Follow Catherine on twitter @caltechit

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Contents Big Data? Little Data? Critical Data! ...................................................................................................... 5

What is Big Data ...................................................................................................................................... 5

What is Little Data ................................................................................................................................... 6

Tips To Enable Data Using Microsoft Dynamics CRM ............................................................................. 7

Ensure that Big and Little Work Together......................................................................................... 11

Look at What You Need to Know ........................................................................................................ 7

Drive and Share ................................................................................................................................... 7

Product Development ......................................................................................................................... 7

Use CRM to understand Little Data .................................................................................................... 8

Ensure your Data Works ..................................................................................................................... 8

Dynamic Relationships = Dynamic Marketing Lists ............................................................................ 9

Look Ahead – Make Predictions.......................................................................................................... 9

Empower Microsoft Dynamics CRM With Powerful Add-Ons .......................................................... 10

Customer Experience ........................................................................................................................ 10

Big Data Feed .................................................................................................................................... 10

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Big Data? Little Data? Critical Data!

What is Big Data

According to Wiki, Big Data is “A collection of data sets so large it becomes complex

and difficult to process… capture… .store.”

We all know there is more data collected on us all than ever before and that we all

hold more data. Making sense of this data is where the Big Data debate continues.

Big Data is what organisations know about people aggregated from lots of different

sources like LinkedIn, Facebook, Twitter, Yammer, Social Media, YouTube,

Instagram, mobile devices, the internet – in fact anywhere.

Understanding the data to interrogate geo-locations and buying behaviour can create

personalised sensible offers. This data can be used to build data models to upsell,

cross-sell and retain customers, but Big Data will display other insightful patterns that

marketers don’t always see.

The buzzword of 2013 for marketers is Big Data. Companies of every size are now involved in managing and analysing a massive influx of data. By focusing on what you need to know will uncover the critical data that marketers need to focus on. Businesses rely on analysis and Customer Relationship Management (CRM) analytics rather than a gut feeling. This ebook seeks to explore the difference

between big data and little data, and offers

tips of how to empower critical data using

Microsoft Dynamics CRM.

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Enter the data scientists!

Analysing Big Data, data scientists can see patterns

which are used to make accurate predictions, which

result in targeted communications and personalised

services.

Without doubt, marketers are at the forefront of this Big

Data age and use predictive modelling, but sharing the

data with different teams is crucial.

What is Little Data

Little Data is what we know about ourselves – our clients – our potential buyers.

How they buy, who they know, where they go and how they spend their time. It

gives valuable insight into buyers’ behaviour patterns and preferences.

Little Data can re-engage lost customers and enable engagement with a recipient in

the way they wish to communicate.

The mass of Big Data is certainly important but remember the little brother is very

powerful. Analysing this Little Data marketers can enable clear understanding of

their customers’ experiences, and this should never be ignored.

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Tips To Enable Data Using Microsoft Dynamics CRM

Here are our top tips to ensure that Microsoft Dynamics CRM is empowering your

data:

Look at What You Need to Know

Look at each role – ask each department – what do they

need to know to get ahead? This is critical data.

If your business is looking at Big Data there is a huge

opportunity in marrying Big and Little Data within CRM.

Using Big Data in isolation will create a lot of privacy

issues and wreak havoc.

Analyze how Big Data from social media works with Little

Data from your previous marketing campaigns, and

adjust the sales process to adapt to market demand.

Drive and Share

Marketing should be at the forefront of using critical data

and using analytics to make sense of it. Information

belongs to the business so use that information without

silos of teams. Share the data. Sales will see different

trends than marketing, operations may see other trends,

and so on… Use everyone’s skills to make sense of the

data – based on what do you need to know.

Product Development

Ensure that Big Data is fed back to your research and

development teams. Market research will come directly

from the product or service. What people are saying

about your product and services on social media will

drive product development.

Why

Share

Research and Development

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Use CRM to understand Little Data

Focus on the Little Data that is already held to get a

clear understanding of your clients. Run advanced finds

in Microsoft Dynamics CRM to find out where they live

and correlations to their purchases; analyse the

permissions they have allowed and their preferred

communication channel.

Ensure your Data Works

Is your data a mess? Incomplete, inconsistent and

contains duplications? Ensure that if you have one client

you know what they have purchased from you, when and

how many times. Check your data; has one person

engaged with different teams within your business?

Look at how you are managing that one person. Are

they getting split marketing messages and conflicting

sales calls? Ensure you know they are one single

person.

And the same goes for how you deal with larger

companies. Do you deal with one person or several

people in one organisation? Are you selling the same or

different products and services? How are you doing this

in a joined up way? Microsoft Dynamics CRM will run

these process for you and ensure that your data is

working hard for you, giving the customer a seamless

customer experience, and a feeling that you understand

them.

Focus

Clean Data

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Dynamic Relationships = Dynamic Marketing Lists

Things change, nothing is static. Our lives change. New

jobs, relocation, changes in interests and so on. Ensure

that your Little Data remains up to date. Use Microsoft

Dynamics CRM to capture these changes. Ensure that

your Microsoft Dynamics CRM solution has fields to

capture what you need to know.

Having dynamic marketing lists set up means that as

your information changes, the marketing list most

suitable for that person will alter. This will ensure they

always get a targeted message appropriate to them, and

removes manual processes, which are time consuming

and open to error.

Look Ahead – Make Predictions

Can you see trends in what people have purchased – or

a peak in enquiries? Do you see conversations

changing? Microsoft Dynamics CRM holds this

information and has the key to unlocking a predictive

sales and marketing approach. Use the dashboards and

views in CRM to find out what is happening now in your

business, and how you can look to the future to ensure

that you meet targets or demand.

Targeted messages

Predict

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Empower Microsoft Dynamics CRM with Powerful Add-

Ons

Is your email suppression list on a disparate e-marketing platform, or have you integrated it with CRM? Can you add in dynamic messages on email marketing campaigns to reinforce a purchase, specific to one person, based on their personal requirements? What do you do if someone hasn’t responded to the last 5 campaigns? Do you continue to send emails or do you do something to re-engage?

Using Microsoft Dynamics CRM and dotMailer integrated you can send out marketing emails that are visually striking and ensure that Microsoft Dynamics CRM captures valuable insight if they have read it, clicked through, bounced or unsubscribed.

Microsoft Dynamics CRM is updated saving you time. If

someone unsubscribes CRM is updated. If someone

clicks through on your message you can run a workflow

to create a task to follow up.

You can also run workflows in Microsoft CRM to highlight if someone hasn’t engaged with your email marketing efforts. And if they haven’t you can review their data and change your strategy.

Customer Experience

Match Microsoft Dynamics CRM with your processes. This will enable you to understand your customers’ needs and use that insight as part of a human centered design process. Redesign customer interactions and find out if they are having the right effects?

Using marketing campaigns in CRM you can see your

return on investment of each marketing effort. You can

find out which marketing effort is giving you the best

return, and do more of that.

Empower

Customer Experience

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Big Data Feed

Little Data is captured in Microsoft Dynamics CRM using

fields. Big Data can be captured using Activity Feeds.

Extending the activity feeds through APIs, Microsoft

CRM can include data from an unlimited set of sources

such as Twitter and LinkedIn.**

Ensure that Big and Little Work Together

Big Data can be “Big Brother.” To reap any benefit, Big

and Little Data need to be embraced into your Microsoft

Dynamics CRM solution. The strategy has to be

carefully managed to ensure that you are not alienating

clients by using Big Data in a big brother way.

For example, sending a message to a prospect offering

your running shoes as soon as they post on Facebook

that they have just signed up for the next marathon is

simply creepy! Instead look at the detail – when are they

running the marathon? Do they run them often? What

are their buying preferences? How can you engage

them? Use CRM to schedule activities and

communicate in the way they prefer.

Big Data Feed

Avoid Big Brother

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SUMMARY Finally here are the 4 top reasons why you should

integrate critical data analysis into CRM:

a) Integrate all customer data touch points – find out who

are your most valuable customers, who should

receive the special offers to boost their lifetime, and

use CRM to facilitate this.

b) Analytics will provide evidence of how your business,

sales and marketing effort is actually doing with

customer facing activities. Using CRM you can easily

retrieve key actual reporting information.

c) Forecast – how customers respond to your efforts

based on past behavior and demographics.

d) Using dashboards and goals track over time how well

the business is performing and which efforts are the

most successful.

Thank you for reading our e-book. If you want to know

more about Microsoft Dynamics CRM, how it can

optimise your processes and ensure you are getting

value from your software, email us at

george@caltech.co.uk, we would love to talk through

your requirements.

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www.caltech.co.uk

** Available in Microsoft Dynamics CRM 2011 Roll Up 6 – 13. Ask Caltech for more detail.