Overview: Customer and employee
relationships (CRM) - Customer profiles and segmentation, lifetime value
of a customer, determine price elasticities, price testing and strategy,
market sizing and definition, time series analysis, response forecasting
and tracking, analyze sales patterns, perceptual mapping, markets and customer
behavior, and personalized recommendation systems for web sites.
exclusive audience types (buyers versus non buyers, heavy users versus light
users, and employees versus non employees) and product types (premium versus
value or newsstand versus subscription) by demographics (i.e. age, income)
and other information such as purchase and payment history. Results
are tested for statistical significance to identify actionable targets.
about segmentation (PowerPoint).
of a Customer
value for GM Card accounts. The value differed widely by the method they
were booked (i.e. direct mail, outbound phones or "take one" applications).
The value also differed widely by customer segment. These findings led them
to avoid acquiring accounts through outbound telemarketing and to increase
retention spending on select people.
Elasticities, Testing & Strategy
products and people to raise (and lower) prices to scientifically.
We can identify
what each customer will most likely buy next based on transaction history.
This can be applied to online shoppers browsing patterns too.
Sized the market
for a new drug for Bristol-Myers Squibb based on population demographics,
mortality rates, and treated and untreated universe. Markets were defined
by the disease for which the drug could be applied.
Track sales over
time, accounting for seasonality. Pre and post marketing event analysis.
Example: Showed changes in response to various methods of account acquisition
over time by demographics, credit variables and the vehicle ownership of
those solicited for a GM credit card. Also good for forecasting
and optimizing newsstand sales and returns.
Forecasting and Tracking Models
Ability to forecast
and track response to your direct mail. Built accurate response forecasting
and tracking models for mail waves ranging from 15 to 30 million pieces.
The GM Card relied on these forecasts to fine-tune and better execute the
next mail wave within a tight window of opportunity, maximizing response.
Analyzing Sales Patterns
Better match supply
to demand. Measure sales volatility. Identify seasonality and region brand
strength. Example: Measured sale rates for Cadillac brands versus
competitors by city to identify regions of brand strength and weakness for
direct mail campaign.
Mapping / Competitive Perceptual Maps
3-D bubble plots
illustrate how products correlate with each other on various dimensions,
such as by sales correlations, price/offer and demographics. The size of
each bubble represents volume, such as the number of subscribers/sales or
about perceptual maps (PowerPoint).
results of Gold Card analysis to GM Card senior management before its launch,
demonstrating its impact on the number of accounts and total profits.
Recommendation Systems, Engines
purchases, build loyalty and trust, enhance pricing power, improve likelihood
to establish first sale in another category, improve offline marketing
Demo - Judge for yourself. Select from thousands of DVDs!
- See how even new shoppers can influence