Business Intelligence SIG: Customer Analytics:



  • Case Study for Reaping Higher Profits and Retention


    Eric Zankman, Customer Management Consultant and Founder Zankman Solutions


    Presentation Overview

    Many organizations have made big investments in Business Intelligence and Customer Analytics, yet measuring their return on these investments is often murky at best. Translating “interesting customer insights” into actual business benefits is more the exception than the rule. This case study demonstrates how a large telecommunications firm produced dramatic improvements to their bottom line by applying customer analytics and a structured customer management approach.

    Key components of customer analytics are explored in this case study:
    - Creating a customer data mart
    - Building predictive models
    - Segmenting customers
    - Developing targeted customer strategies
    - Designing champion/challenger strategy tests
    - Performing cost/benefit trade-off analyses
    - Quantifying business benefits

    The speaker will also discuss techniques for maximizing Return on Investment (ROI) by applying customer analytics to all areas of the customer life-cycle.


    About the Presenter

    Eric Zankman Customer Management Consultant and Founder, Zankman Solutions (

    Mr. Zankman is a customer management, analytics, and business intelligence consultant with an 18-year track record of improving profitability for some of the largest US and international firms by applying data mining, predictive modeling, customer segmentation, experimental design, and optimization.

    Prior to founding Zankman Solutions, Mr. Zankman served as Analytics Practice Leader, Coordinator of CRM Knowledge Center, and Senior Subject Matter Expert at American Management Systems (AMS), a global business and IT consulting firm. In his 12 years at AMS, he crafted marketing and retention strategies, developed credit policies, and optimized customer service operations for large organizations. Before AMS, Mr. Zankman worked for Bank of America as an Operations Research Consultant, developing customer management strategies for marketing, retention, and credit risk.

    Mr. Zankman has given numerous presentations at major industry conferences related to CRM and customer analytics. He has authored several white papers and thought leadership articles, including a Gartner publication on customer loyalty.

    Mr. Zankman earned a BS degree from the Massachusetts Institute of Technology and an MBA from the Haas School of Business at UC Berkeley.


    Event Logistics


    Cubberley Community Center
    4000 Middlefield Road, Room H-1
    Palo Alto, CA


    6:30 - 7:00 p.m. Registration / Networking / Refreshments (please arrive before 7:00 p.m.)
    7:00 - 8:30 p.m. Presentation and Discussion


    $15 at the door for non-SDForum members
    No charge for SDForum members
    No registration required

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