Customer Intelligence

Seán Kelly is an author, lecturer, software engineer and international business consultant who has founded a number of separate businesses in the field of customer intelligence and information exploitation. Seán was formerly head of the European business intelligence division of Sybase Inc. and was a founder of the prestigious Data Warehouse network. His groundbreaking book Data Warehousing: The route to mass customization, published by Wiley in the early 1990s, was a major influence on the tide of business intelligence investment that occurred in the following decade. Seán is now involved in a new enterprise, based in Ireland, that is devoted to customer segmentation and profiling solutions.

"Kelly's elegant, jargon-free style and compelling arguments make the work read like a whodunnit..." (Journal of Direct, Data and Digital Marketing Practice, March 2006)"... this book is indispensable" (The Marketer, April 2006)"it should still prove equally inspiring [as his previous book, Data Warehousing]" (Information Age, April 2006)"... succeeds in crystallising a radical change in marketing...." (Journal of Direct Data & Digital Marketing Practise, June 2006)

• Foreword by Malcolm McDonald xi Acknowledgements xiiiIntroduction xvPart I The Decade of Customer Information Exploitation: 1990–2000 1Chapter 1 The Concept of Customer Intelligence: From Product to Customer 3Chapter 2 Achieving an Intelligence Capability: From Data to Knowledge 37Chapter 3 The Eclipse of Mass Marketing: From Many to One 77Chapter 4 Achieving Segmentation and Differentiation: From Fuzzy to Focused 105Part II The Decade of Customer Information Exchange: 2000–2010 129Chapter 5 The Collapse of Time: From Lapsed to Real 131Chapter 6 Customer Privacy and Confidentiality: From Surveillance to Permission 155Chapter 7 Closing the Loop: From Monologue to Dialogue 185Chapter 8 The New Practice of Marketing: From Selling to Buying 203Notes 229Index 237