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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.

Customer Profiles and Segmentation
Compare mutually 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. More about segmentation (PowerPoint).

Lifetime Value of a Customer
Determined lifetime 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.

Price Elasticities, Testing & Strategy
Identify which products and people to raise (and lower) prices to scientifically.

Targetted Upselling
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.

Market Sizing and Definition
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.

Time Series Analysis
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.

Response 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.

Sales Forecasting, 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.

Perceptual 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 revenue. More about perceptual maps (PowerPoint).

Market and Customer Behavior
Presented the results of Gold Card analysis to GM Card senior management before its launch, demonstrating its impact on the number of accounts and total profits.

Personalized Recommendation Systems, Engines
Capture impulse purchases, build loyalty and trust, enhance pricing power, improve likelihood to establish first sale in another category, improve offline marketing initiatives.
      Slideshow / Brochure (pdf) / Compare Results (pdf)
      DVD Demo - Judge for yourself. Select from thousands of DVDs!
      Coffee Demo - See how even new shoppers can influence
                                  recommendations. Features unique brand map.