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Application of SAP HANA
Semianiaka, Yauheni ; Novotný, Ota (advisor) ; Daněk, Lukáš (referee)
The work is dedicated to analysis of data using ICT. It is clear that the classical way of dealing with the data is not satisfactory. Therefore, the new number of tools that changing the view of working with data has occured. An example is the SAP system HANA. The main aim of this thesis is to introduce SAP HANA platform as a tool for analytical processing of large amounts of data (especially in wide area-based marketing and customer relationship management) on the example SAP Customer Engagement Intelligence. Partial aim is to acquaint the reader with the capabilities of SAP HANA in products and methods of processing large amounts of data, Big Data, implemented in HANA. The thesis is divided into two parts: theoretical and analytical. The theoretical part provides an overview of the so-called Big Data, SAP HANA and their interconnections. The analytical part of the work is focusing on a specific analysis of the use of SAP HANA in enterprises in order to highlight the advantages of using products based on HANA. The main contribution of this paper is to describe solutions based on SAP HANA platform for example Customer Engagement Intelligence. This work is intended for both the general public interested in the products of SAP and experts intending to get a basic overview of the possibilities offered by SAP HANA platform.
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Big Data and its perspective for the banking
Firsov, Vitaly ; Maryška, Miloš (advisor) ; Molnár, Zdeněk (referee)
In this thesis, I want to explore present (y. 2012/2013) modern trends in Business Intelligence and focus specifically on the rapidly evolving and, in my (and not only) opinion, a very perspective area of analysis and use of Big Data in large enterprises. The first, introductory part contains general information and the formal conditions as aims of the work, on whom the work is oriented and where it could be used. Then there are described inputs and outputs, structure, methods to achieve the objectives, potential benefits and limitations in this part. Because at the same time I work as a data analyst in the largest bank Czech Republic, Czech Savings Bank, I focused on the using of Big Data in the banking, because I think, that it is possible to achieve great benefits from collecting and analyzing Big Data in this area. The thesis itself is divided into 3 parts (chapters 2, 3-4, 5). In the second chapter you will learn, how developed the area of BI, how it evolved historically, what is BI today and what future is predicted to the BI by the experts like the world famous and respected analyst firm Gartner. In the third chapter I will focus on Big Data itself, what this term means, how Big Data differs from traditional business information available from ERP, ECM, DMS and other enterprise systems. You will learn about ways to store and process this type of data, as well as about the existing and applicable technologies, focused on Big Data analysis. In the fourth chapter I focus on the using of Big Data in business, information in this chapter will reflect my personal views on the potential of Big Data, based on my experience during practice in Czech Savings Bank. The final part will summarize this thesis, assess, how I fulfilled the objectives defined at the beginning, and express my opinion on perspective of the trend of Big Data analytics, based to the analyzed during the writing this thesis information and knowledge.
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Analysis of the processes and tools of campaign responses evaluation
Hlaváčková, Lýdia ; Novotný, Ota (advisor) ; Tesárek, Petr (referee)
This thesis is specialised to analyse clients responds from banking industry to mar-keting campaigns. For purpose of such study are from the view of the information systems essential Customer Relationship Management systems, CRM systems, their operational part, with which are working all the employees and also analytical part, which serve for agregation a usage information of the operational part for desicion making. For the sake of correct understanding of the business logic of these systems is thesis concerning also area of direct marketing, which is object of CRM marketing campaigns. From theoretical point of view is suitable in the name of marketing campaigns evaluation work with Customer Intelligence and its selected topics. As a case study has been used real situation of the bank existing on the czech ban-king market, which is in current time working of implementation of a new CRM system Siebel. Situation in the bank and also on the project has dynamical charakter. Target of the thesis is to find out and provide the way how CRM system supports scoring of campaign succes, which is important for decision making about products offered to clients and about choice of appropriate communication. There are also mentioned other options of develop-ment these analytical tools.
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Customer Intelligence in e-shop
Pavel, Jan ; Novotný, Ota (advisor) ; Maryška, Miloš (referee)
Studies are focused on methods for better recognition of internet shop customers. General this method is called Customer Intelligence. It contains means of increase of customers valuation for a society. It is based on exploitation of accumulated data about customer which helps to get necessary information. A main target of Studies is to create system of Customer Intelligence addapted to society needs. For internet seller it is necessary to include a web analytics into the system too. In a theoretical part there is an explanation of attitude and significance of Customer Intelligence in terms of informational company system. Furthermore there is taken a customer value. It is proceeded from basic means of customer valuation assesment via customers lifelong value for society to means of customer scoring A practical part of Studies is devoted to performed analyses of customer data which are the main details for execution of Customer Intelligence. There is explained how this obtained information will be used. In a conclusion there is descirbed a technical realization and problems which had to be necessarily solved during the implementation.
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CRM Software-as-a-Service in Czech Republic
Maňáková, Helena ; Žebrák, Miroslav (advisor) ; Kacerovský, Jiří (referee)
Customer relationship management includes all the sophisticated methodologies. It is a comprehensive way to manage the relationships which company has with its customers. There is a fierce competiton between companies, small businesses have to compete on equal terms with large organizations. This situation leads to discussion about customer oriented approach and diligence to prevent the loss of customer portfolio. Increase in the knowledge of customers is a key point of success. Information technology boosts customer relationship management. Companies face expensiveness of technologies and they try to find cheaper and more reachable solution. To find and evaluate criteria of success of CRM Software-as-a-Service in Czech Republic is the objective of my thesis. The goal is to define a method on how to find aspects of success, to research and to evaluate the results. Thesis contains insight into levels of CRM, summary of criteria of CRM choice, description of SaaS technology, research, results and final conclusion.
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Analytical CRM in banking
Nebřenský, Aleš ; Pour, Jan (advisor) ; Ing. Petr Matuštkí, NESS, (referee)
The thesis studies the topic of Business Intelligence applications specialized to enhance the analytical, planning and control capabilities of commercial banks in areas such as marketing, sales and customer care. The goal of the diploma work is to give a complex view on analytical CRM in the context of banking industry, to analyze the solution from different perspectives and to design functions, processes and data corresponding to a business model of commercial banking. The theoretical part of the work investigates the customer relationship management strategy, general principles of relationship marketing, current situation in the area of Customer Intelligence and keystones of IS/ICT applications which are applicable to implement the CRM strategy. The following chapters deal with the actual development in Czech banking industry, banking activities and IS/ICT application architecture in the context of banking industry. The main part of the work is focused on analysis and design of functions, processes and data of analytical CRM in the context of banking industry. The results of the analysis suggest implementing a propensity to buy model as an analytical CRM function applicable to manage customer acquisition and customer selection for direct marketing campaigns. Similarly, a function providing the probability of customer churn can be of great value for activities aimed at customer retention. The thesis contributes to the existing literature by designing input variables for propensity to buy modeling, customer retention modeling and customer segmentation. Additionally, the work introduces process models which define the main steps of data analysis and also the performance metrics for these processes. Finally, the part dedicated to data principles of analytical CRM contributes by designing key customer data aggregations and by analyzing different possibilities of data layer integration within the IS/ICT architecture of commercial banks.
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Customer Valuation and Predication of Their Leaving in CeMF
Bém, Martin ; Pour, Jan (advisor) ; Švarcbachová, Jarka (referee)
Cílem práce je navrhnout systém hodnocení zákazníků a predikace jejich odchodu pro aplikaci CeMF společnosti Digital Resources. Navržený systém je základem pro vytvoření nadstavby typu Customer Intelligence pro řízení zákaznického portfolia. Cíle je dosaženo pomocí propojení Balanced Scorecard, Customer Relationship Managementu a principů Business Intelligence. Práce stanovuje 122 zákaznických ukazatelů ve 28 dimenzích a obsahuje i obecný návrh implementace pro Microsoft SQL Server 2005.
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