A 10-page single space 12 font report is expected. Page-1 is Executive summary and Page-10 lists the resources and references used.
Create tables and charts and use pithy bullets to create the technology analysis
Download the Tower Group case (about 12 pages) and read it carefully (link at the bottom of the page).
THIS IS A GROUP ASSIGNMENT – ONLY ONE FROM THE GROUP SUBMITS THE RESPONSE
TowerGroup Case questions:
Look at the parametric and non-paramertric modeling techniques in Exhibit 3. Now look at the exhibit 2 that tells us about the 5 major consumer segments of the bank in the personal banking category.
1) Assess the CRM analytics need for each of the consumer segments. You must keep things practical. In other words, you should clearly state and assume data that are either available to the bank (primary data) or are available from outside resources for a cost (secondary data). You must remain goal congruent with the bank's strategic CRM goals in this assessment of need for analytics. 25 points
2) Research to identify and compare the modeling techniques across these analytics needs that emerge from your above assessment in point-1. A detailed grid should be helpful to explain this. 25 points
3) Pick up a subset of the modeling techniques for the needs of point-1. Complete justification across all choices is expected. 10 points
You will need to do substantial internet research to complete this next set of questions
4) Pick up and explain a minimally sufficient set of software/analytic/modeling tools available in the market that have the capabilities that you isolated in point-3. You may need a bundled suite of tools. 15 points
5) Given the size of the bank, create a cost-benefit analysis of buying these tools and training a groups of expert analysts to model and analyze the data to create better CRM value in a central (cite research for such data). 15 points
6) Provide recommendations to the bank for using these tools (Yes/No) and discuss other standard issues including scaling, obsolescence and expert attrition etc. 10 points.
Hints:
A) Across each of the 5 segments of customers, find the analytics needs, and from there, arrive at the -need superset- over all these 5 segments - do not repeat the commonalities.
B) Across all the modeling methodologies, find the smallest -capability set- that can support the “need superset” from above.
C) Find a minimally sufficient -technology set- that can adequately support this “capability set”.
http://www.ciosummits.com/media/pdf/solution_spotlight/TowerGroup_CRM-case-study_The-analytics-that-power-CRM-at-Royal-Bank-of-Canada.pdf