Posted by Reilly Atkinson on October 07, 1999 at 19:32:46:

In Reply to: Re: CUSTOMER KNOWLEDGE MANAGEMENT posted by Phillip Olivieri on October 07, 1999 at 18:06:18:

Phil -- I guess I'm missing something. In my experience the problems of relating your market research data -- like survey research or focus group results, or .. -- with the customer data is an analyst's, or statistician's job. Overall the work must be guided by business goals (static or iterative in response to analysis). Since I've done this type of integration of differing sources of data to help formulate marketing strategies, I know only too well the messes that occur when inexperienced or untrained people try to work with this type of data. In short you are talking about merging small sample data with data covering a large universe of customers -- you need people with advanced degrees and lots of experience to pull this off effectively.

I could be way off the mark that IMHO, CKO is a old idea successfully used under diferent names by some for quite some time. So, let me ask what you mean by "advanced analysis of customer data residing in a relational data base?"

And, I'm really curious about the relational data base aspect - most advanced and sophisticated analysis that I know of is done directly with flat files.

If I'm getting this all wrong, I'ld be most grateful to know why. Is it wrong to believe more in bright analysts than in mass market software?

Thanks
Reilly Atkinson

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Follow Ups:

• Re: CUSTOMER KNOWLEDGE MANAGEMENT Phillip Olivieri 09:03:52 10/08/99 (4)
  • Re: CUSTOMER KNOWLEDGE MANAGEMENT Reilly Atkinson 13:31:18 10/08/99 (0)
  • CUSTOMER KNOWLEDGE MANAGEMENT Martyn R Jones 12:36:28 10/08/99 (2)
    • Re: CUSTOMER KNOWLEDGE MANAGEMENT Phillip Olivieri 16:46:38 10/08/99 (1)
      • Re: CUSTOMER KNOWLEDGE MANAGEMENT Martyn R Jones 06:47:40 10/09/99 (0)

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