SSB Intelligence

Let me ask you a simple question.  Do you know your customers from top to bottom?  Before you answer, let me take that a step farther.  Do you know where you customer data is coming from and how you can use it to up-sell existing customers and to obtain new ones?  

Most of the time when we (SSB) go in to visit clients their data flows look something like the image below.  A convoluted mess of a data structure that does not benefit anyone trying to gain insights from it.  Below is just one example from one our sports industry clients, and comparatively speaking, one that is not the worst we have seen, but still not a good flow that can help you derive useful customer insights.

At SSB (www.ssbinfo.com), we view ourselves as the true "Data Janitors", a team that prides itself on cleaning up the data messes we run across.  We want to help businesses understand and grow their customer bases, and we feel strongly that a company cannot do that with a mess of a data structure.  If the data is wrong, you can have the best looking tools in the world and all you are doing is creating pretty emails and pretty reports with bad data.  We focus on designing, developing and deploying data management solutions that help you target new and existing customers, drive revenue and reduce costs.  Our first priority when we visit with clients is to understand the current data flow and pain points and then address how we can fix those issues.  As you saw earlier in the post, most of the time the issues start, first and foremost, with bad data flows. Now take a look at the image below.  A much more streamlined process that brings all data points into a central data warehouse.  You will notice, however, that we also perform data cleansing and data standardization prior to the import of the data into the warehouse.  This allows us to present you with a complete view of your customer that is clean, precise and current.

The term 360 degree view of the customer is a little over used today, but ultimately that is the goal we are driving towards for our clients.  Pair that with a BI suite that allows clients to design business driven results that can be produced by the simple click of a button.  No more painful Excel spreadsheets that need manual intervention to actually display the correct report, now by simply clicking a button within our Central Intelligence platform you can produce high quality, business driven reports, saving you both time and money.

- George Santayana

The same can be said for learning and understanding your customers.  If

Everyone has seen the movie.  Well almost everyone at some point has been flipping channels and run across the fantastic movie known as Groundhog Day. Starring the incomparable Bill Murray, the movie is about a man that relives the same day over and over again, changing the way he approaches the day each time. 

One might ask, what in the world does this have to do with customer intelligence? The short answer is everything.  One scene in particular, the scene in the bar where Bill Murray is trying to buy a drink for Andie MacDowell, and each time he tries he screws up, but he also learns and approaches her differently each day, and the conversations start to last longer each time.  Finally after multiple attempts of trying to buy her a drink and talk to her, he gets it just right, and things between them start off on the right foot, and the movie goes on from there.  You can see the clip of the video here on You Tube (https://www.youtube.com)

Is it starting to make a little more sense about how this applies to customer intelligence?  Every company, every day collects data about their customers and prospects from many, many data sources.  With all the data points coming in, if processed correctly, it becomes clearer on how to understand how and when to communicate to the customer.

SSB (www.ssbinfo.com) stakes our claim to fame on helping businesses deliver data driven marketing results.  We specialize in helping businesses connect all of their disparate data sources, and combine that into a single view of the customer.  It’s cliche to say, but we do truly create a 360 degree view of the customer for our clients.  From that view we can deliver complete, customer driven insights that help clients improve the way they communicate with their customers from the beginning of the sales process and ultimately through purchase and beyond.