Converting Customer Data into Marketing Action
We take your customer data, and use it to drive targeted marketing strategies. Targeting your most profitable customers to generate increased repeat purchases and profits. But also “migrating” good customers to become better customers and better customers to become best customers. The customer data provides a quantitative basis to monetize both the immediate and long term value of a customer. This is used for segmenting, targeting and growing your customer base. It also reveals specific demographics, geo-demographics and cross shopping patterns. While the data reflects the transactional patterns of your customers, i.e., what they buy, when they buy, how often they buy and how much they buy, we also add an additional layer of attitudinal data which identifies the motivations behind the transactions, i.e. “the why’s behind the buys”. Our creative work then intersects these patterns with compelling communications which are both targeted and measureable.
INCREASE PROFITS THROUGH DATA DRIVEN MARKETING
Customer Retention
Company profits will grow by increasing the retention rate, frequency of purchase and average order of top customers.
Customer Referrals
Customer referrals provided from loyal customers in the top tiers of the segmentation model are the most efficient and profitable source of new profits.
Media optimization
Measuring media campaigns, direct and digital campaigns by ROI provides a quantitative basis for determining which to repeat and which to eliminate. This results in allocating advertising expense based on the optimal mix of media and the profits they deliver.
DELIVERABLES
Leverage customer data to drive strategy, increase profits, and prove it.
Customer Data Segmentation & Analytics
Proprietary segmentation models & ROI results analysis.
Marketing Strategy & Creative Execution
Direct, Digital, and Traditional Media.
The Why's Behind the Buys
Proprietary customer survey, “Pareto Profile” analysis.
Account Management
Market planning, budgeting, customer contact strategies.
ROI Based Spending
Ranking each customer segment from high to low based on profitability allows for allocating advertising investments where you will receive the highest ROI. Consistently contacting top customers while minimizing investments to lower value segments reduces advertising expense and improves profits.
Smart Customer Acquisition
Customer acquisition is more expensive than retaining existing customers. However, it is still vital to the health of a retail brand to fill the pipeline with future buyers. Most approach this with a broad brush which is very expensive. We do not. Our new customer acquisition methods use existing customer purchase data, geo-demographics and potential purchase power metrics to target new customers which mirror the data profiles of top, existing customers. Acquiring new customers using these strategies results in more productivity from acquisition investments, thus increasing profitability.
