Viper: Driving Intelligent Marketing CRM

Viper delivers powerful, intuitive, fast and easy-to-use analysis, visualisation and data mining solutions. It is designed for marketers to develop an in-depth knowledge and understanding of customer needs and preferences by identifying the factors that influence and predict customer behaviour. Viper seamlessly builds, automates and executes, customer-driven, multi-stage, multi-channel marketing campaigns to acquire, retain and grow profitable customer relationships. The Viper Intelligent Marketing CRM solution harnesses customer and transactional data from any touchpoint or channel across your organisation. This single intelligent view of your customer can be deployed at the heart of your marketing analysis, campaign management and Customer Relationship Management (CRM) strategy.

Maximise your return on marketing investment With Viper you can plan, measure and report on the effectiveness of your relationship management strategies, tactics, individual marketing campaigns, channels and touch-points down to the individual customer. This enables you to maximise your marketing investment and realise key customer performance objectives through a single marketing solution. Viper enables you to build and maintain your customer insight and intelligence. It reacts dynamically to customer responses, interactions and events, enabling you to drive targeted campaigns that bring a real return on your marketing investment and improve your customer lifetime value. Implementing Viper at the heart of your marketing analysis, campaign management and CRM strategy will empower you to exploit the limitless opportunities created from understanding your customers. Viper enables you to personalise products, services and interactions based on their individual, changing needs.

Build and maintain your customer insight and intelligence to drive more accurate, timely and personalised marketing

Understand, identify and differentiate customers Personalise products, services and interactions based on your customers individual and changing needs

Seamlessly build, automate and execute, customer-driven, multi-stage, multi-channel marketing campaigns

Plan, manage and measure key customer performance objectives Continuously improve your return on marketing investment and customer lifetime value.

The Viper Solutions at a Glance

smartFOCUS has seamlessly integrated the Viper analytical applications with Viper campaign planning, management and marketing automation software. For the first time, marketers can deploy the customer insight and intelligence gained from powerful analysis, visualisation and data mining software. This information can then drive, automate and refine multi-stage, multi-channel campaign planning, management and execution from the desktop or across the Internet. Developed by marketers for marketers, the Viper Intelligent Marketing CRM solution reduces your reliance on IT and delivers rapid payback on your investment. Our software applications are implemented on scalable and affordable PC platforms, typically within 30 days, creating positive marketing impact and instant marketing returns.

Viper Analyse and Visualise

Viper is a powerful, fast and easy-to-use analysis and visualisation application designed for marketers. Viper harnesses customer and transactional data from any touch-point or channel across your organisation to create, build and maintain your customer insight and customer intelligence. Marketers can generate analysis, resolve queries and produce graphs, reports and views, instantly, against multi-million row databases. Through Vipers intuitive interface you can follow your train of thought to develop an indepth knowledge and understanding of your customer needs and preferences. Viper enables you to identify the factors that influence and predict behaviour right down to the individual prospect or customer.

Customer segmentation and profiling Cross-sell and up-sell analysis Customer profitability and lifetime value analysis Customer KPI (Key Performance Indicator) analysis Acquisition and prospect analysis Brand, category and product analysis and management CRM KPI measurement and analysis

Loyalty programme and customer analysis Campaign performance, response and profitability analysis External enrichment data integration and analysis Channel and touch-point analysis Web site and e-channel analysis Geo-demographic and spatial analysis (integrated MapInfo).

Viper Data Mining

Viper Data Mining complements analysis and visualisation by further enriching your customer insight and customer intelligence. Without the need for statistical expertise marketers can engage in statistical data mining, automating the discovery of future trends, identifying significant relationships across multi-million row databases, in seconds. Enabled through Vipers intuitive, easy-to-use decision tree and wizard interface.

Statistics for Marketers By using evidence models, marketers can automatically score entire multi-million row databases from Viper Data Mining. This module also enables you to test, plan and model customer segments to identify and measure opportunities, then prioritise profitability and performance against specific marketing promotions or campaigns.

Engage in statistical data mining, automating the discovery of future trends Identify significant relationships across multi-million row databases Build and refine propensity to buy and churn models Manage your existing customer base through lifetime value models Build cross-sell models for new product and prospect targeting.

Viper CRM
Viper CRM automates the integration of customer insight and customer intelligence gained from analysis, visualisation and data mining. You can then use and refine this information to manage the interaction with your prospects and customers through automated marketing promotions, campaigns and relationship management activity. Viper CRM enables marketers to plan and define key performance indicators, marketing rules, scored models and queries that reflect their marketing and CRM objectives. Based on the changes in your customer and transactional data, Viper CRM tests the criteria, assesses the results then triggers defined alerts and actions. Viper CRM automates your customer interactions, dynamically and continuously updating your customer insight and customer intelligence.

Automate customer insight Viper CRM utilises models and scores created in Viper Data Mining to build balanced scorecards. Scores can be tracked over time identifying trends and changes in customer behaviour patterns refining your models to re-profile and re-score customers, triggering new alerts and actions.

Identify, measure and interact with individual customers on a one-to-one basis Automate marketing interactions across all your channels and touch-points Continuously refine your customer insight and customer intelligence Interact with customers based on individual customer performance Automate reporting and web publishing, email alerts and actions across your organisation Track and measure customer and campaign performance over their lifetime.

Viper Viewer
Viper Viewer enables marketers to capture, refine and clearly present the results from analysis and visualisation. This enables decision making across your enterprise to be based on customer insight and intelligence rather than intuition.

With Viewer the marketer can build and annotate pictures, graphs and reports, draw attention to conclusions and storyboard presentations in an easily digestible format. You can then print or publish Viper Viewer presentations to your web site or intranet, email Viper presentations or integrate them within MS Powerpoint to deploy customer insight and intelligence across your enterprise.

Viper Campaign Planner

Viper Campaign Planner is designed to take you the first step towards Intelligent Marketing CRM. It enables marketers to integrate customer insight and customer intelligence with the automated delivery of marketing promotions, campaigns and individual customer interactions. Viper Campaign Planner seamlessly integrates with the Viper analysis applications. It enables marketers to simply create and test campaigns, building hierarchical selections based on the optimum target segments, as defined by the results of your analysis and data mining.

Intelligent customer campaigns Marketers can de-dupe and suppress selections based on previous campaign history, individual customer interactions, performance and permissions. This creates a net target group of customers to initiate each promotion or campaign. Viper Campaign Planner enables you to test and define your segments, add promotion codes, export codes, variable and fixed costs with expected responses. You can then forecast and test the returns on investment for each selection, and the entire campaign, in advance of it being run. At run time, individual customer records or URNs are exported to the optimum channel, customer touchpoint or delivery partners for execution. Performance can be measured at a promotion, campaign, segment and individual customer level through the Viper analysis applications. Future marketing activity can be automated to create a continuous marketing process to maximise related marketing campaigns. Viper Campaign Planner is fast to implement, simple to use and affordable. It delivers instant marketing payback in the business-to-business and business-to-consumer markets. This drives continuous identification, interaction and learning with your customers to acquire, retain and grow more profitable customer relationships.

smartCAMPAIGNER
Enterprise-wide campaign planning, scheduling, execution and marketing automation smartCAMPAIGNER has been designed to provide the maximum functionality through its wide range of options and features. It will enable you to deliver enterprise-wide multi-stage campaign planning, scheduling, execution and marketing automation. Developed to enable the enterprise to implement and manage the complete customer communication and marketing treatment strategy, it meets the demands of business-to-business or business-to-consumer operations across multiple channels to market and customer touch-points. Integrated as part of the Viper Intelligent Marketing CRM solution, smartCAMPAIGNER seamlessly combines best of breed analysis and data mining functionality with enterprise-wide multi-stage, multichannel, campaign planning, scheduling, execution and marketing automation on the marketers desktop. With smartCAMPAIGNER you can integrate customer insight and intelligence with the automated continuous delivery of optimised marketing promotions and campaigns based on individual customer interactions and performance.

Campaign Objectives lets you manage, track and report on multi-stage, multi-channel campaigns with ease and efficiency. smartCAMPAIGNER simplifies the definition of campaign strategies, selections and output for marketing users.

Campaign Definition selects the Campaign Universe through Viper. Communication methods can then be defined in combination with response management functions and take full account of permission marketing.

Output Management accesses output processing from a campaign plan to create the output extracts for the campaign, prior to data quality and name and address validation.

Response Management assigns multiple pre-planned response steps and detailed costs to a campaign, defining the expected responses from each stage and automating the management of subsequent treatment.

Campaign Execution plans and executes multiple-step campaigns, automating and co-ordinating response follow-up with each campaign step. Progression is then managed based on permission marketing across multiple channels to market and customer touch-points.

Strategy Management enables you to link execution requirements across campaigns, to co-ordinate the development of customer insight and customer intelligence with continuous campaign optimisation and customer and campaign performance.

Developed to operate on an Open platform and for rapid implementation, smartCAMPAIGNER empowers marketers to run campaigns with minimal involvement from IT resources and technology specialists. Integrated as part of the Viper Intelligent Marketing CRM solution, smartCAMPAIGNER combines customer and transactional data from any touch-point or channel across your organisation. You can harness this single intelligent view of your customer and deploy this intelligence at the heart of your marketing analysis, campaign management and CRM strategy.

Viper Visual Basic for Applications (VBA) for Developers

smartFOCUS has integrated Microsoft Visual Basic for Applications (VBA) as a module into the Viper software. This enables smartFOCUS customers to easily deploy and connect Viper within multiple thirdparty applications, to create completely integrated, enterprise-wide CRM business solutions. Customers, developers and partners can use the Viper VBA for Developers module to modify and customise user interfaces, extend functionality and deploy Viper with other line-of-business applications, creating fully integrated business solutions. The Viper Intelligent Marketing CRM solution with Viper VBA for Developers can be deployed at the heart of an enterprise-wide CRM business solution ensuring a profitable return on your investment in Viper and your customers.

smartFOCUS company profile Over 300 companies worldwide have integrated our software at the heart of their marketing and Customer Relationship Management (CRM) strategies. As a result, they continuously maximise customer insight and intelligence to acquire, retain and grow profitable customer relationships. To complement our product portfolio, we provide a complete range of professional services from consultancy and solution implementation to bespoke development, end-user support, scheduled end-user and bespoke customer training. As with our software, the primary goal of our people is to ensure our customers realise the maximum return from investment in smartFOCUS solutions, simply and quickly. smartFOCUS is based in the UK, our employees are experts in developing, marketing, selling and supporting a portfolio of leading marketing analysis, data mining, campaign planning, campaign management and marketing automation solutions that integrate to deliver Intelligent Marketing CRM.

For more information about smartFOCUS visit www.smartfocus.com or call +44 (0)117 943 5800