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Business Intelligence - Analytical CRM

The term Business Intelligence (BI) was introduced mid-80s by Gartner analysts, and includes all processes and systems that enable decision makers to support the company. Older terms such as Decision Support Systems (DSS) and Management Information Systems (MIS) are still rare in use, because they primarily relate to data availability and technical aspects of BI.



BI is much more than just collecting "data" and consists of the following methods:

  • Operational data integration from different sources (Extract, Transform, Load - ETL processes) to the goal of centralized and streamlined data management for analytical purposes (Data Warehouse)
  • Data collection for reporting or statistical procedures (reporting, OLAP, Data Mining)
  • Presentation, visualization and publication of information (dashboards, tables, charts)
  • Interpretation of the results, deriving the Maßnhamen using information obtained

Application of these methods in CRM results in the analytical CRM. The focus of analytical CRM of course is the customer and the goal is to generate as much information or knowledge about these customers and to derive appropriate measures for customer dialogue.

Fellow Consulting offers in-depth, professional and technical expertise and long experience in analytical CRM. Here again, the technology and solutions from partners and CRM market leader Oracle set.

Oracle Business Intelligence (OBI) Suite is an innovative and comprehensive BI platform technology. Web-based, while uncompromisingly intuitive and convenient user interface enables easy company-wide use at all workplaces and for each user. Through interactive Dashobards, simple ad hoc analysis capabilities, intelligent workflow and alerts, Disconnected Analytics, MS Office integration and much more covering OBI suite even the most demanding requirements. OBI Server allows easy integration of heterogeneous data sources, powerful metadata management through comprehensive business models, high availability, scalability and good performance for critical applications.


In addition, Oracle offers a wide range of standard Oracle-Siebel Business Analytics Applications. Predefined data warehouse and metadata models, ETL processes, reports and dashboards covering a large part of the requirements for analytical CRM in any organization. Thus, they enable very rapid deployment with Siebel CRM. Functional solutions such as Sales Analytics, Service Analytics, or Call Center Analytics and Industry Solutions, such as financial analytics or pharmaceutical analytics are easily installed, adjusted with little effort on customer needs and rolled out very quickly.

By using this pre-defined and standardized solutions BI projects without lengthy design and implementation phases will be conducted more quickly and cost efficient to a successful conclusion. Rapid development and rapid deployment of OBI is a reality today. Make quick iterations progress immediately visible to allow frequent reviews of the departments, so you can concentrate on the essentials - business needs!