Marketing Strategy
You have a list of questions that are vital to your marketing strategy:
- Who are our most profitable cutomers?
- Where do they work and live?
- Are they married, and do they have kids?
- Which products and services appeal to them?
- Which channels, offers, and messages will move them to buy?
- We offer a variety of consulting services to help you answer these questions.
Segmentation, targeting and positioning: We build segmentation models that help you identify and target unique customer groups that are most likely to buy and stay loyal. We can profile your customer base so that you can tailor marketing messages to each group. Or, we can segment by age, income and family make-up if those factors are the most predictive of customer behavior.
Customer loyalty and profitability: A five percentage point increase in annual customer retention can yield 25 to 50 percent or more improvement on the bottom line. We can measure the loyalty and profitability of each of your customer groups, and help you target prospects with similar characteristics. You can offer high-touch services to your highest-value customers and save money by shifting lower-value customers to lower-cost service channels.
Predictive marketing: The best predictors of future customer behavior are past purchases and customer service interactions. We use customer transaction and demographic data to build models that will help you determine which products customers buy in combination (market basket), which customers are most at risk of defection, or who is most likely to buy a particular product or service.
Web analytics: Analyze your website visitors to determine how they reached your site (specific advertisements or search engines), and what sequence of behaviors led to a purchase or to an abandoned shopping cart. Use predictive marketing, such as market basket analysis, to present products of most interest to your customers.
Data acquisition and integration: We’ll help you identify the best sources of marketing data, and then integrate it into database marketing systems, data mining models, or data warehouses.
