BE ENRICHED BE ENRICHED

Hansa Cequity is a part of the RK Swamy Hansa Group.

The R K SWAMY HANSA Group is a leading multi-disciplined,

multi-location, marketing communication and services

group based in India and the USA. From traditional advertising, media, interactive, activation,

outdoor, medical, research, consulting and content the

Group has been in existence for over 40 years, and is today

working with leading Indian and multinational companies.

www.hansacequity.com

Data CustomerExperience

Analytics MarketingStrategy

From an era of agriculture where power existed within small communities of

people who lived and worked together, we moved into the industrial age. Here

centrally controlled global corporations seized power with their scale, financial

muscle and innovative mass marketing strategies to build and sustain

market-driven economies.

We now live in a world where data is the new oil. Technology is creating

information powerhouses, where consumers and businesses are seamlessly

connected, and where anyone with a device has the power to connect and

be heard.

At Hansa Cequity we bring hands-on business experience to help companies

reach out to every one of their customers. Individually, intelligently, optimally.

To enable this we have brought together people with diverse skills. Our data

integration specialists have the tools to work with big data; building

proprietary data cleansing algorithms, data transformation methodologies and

vertical-specific data models. Our analysts help build dashboards to provide

on-demand analytics to help our clients make intelligent decisions. And our

digital marketing and campaign specialists create and deliver innovative ideas

that can be measured.

Five Pillars of Hansa Cequity’s Business

DataManagement

PlatformCustomer

Insights and AnalyticsPlatform

Hansa Cequity manages a variety of data from different sources for our clients. Our data marts store millions of unique customer profiles. Data specialists at Cequity have built both server and cloud based platforms to clean, refresh, catalogue, enrich, maintain and manage rich customer databases. Our Customer Information Grid offers value-adds like PIN codes, geo tags, ethnicity tags, home and job mover data, social media overlays and more.

Hansa Cequity has built its reputation as being a one-of-a-kind data-driven marketing knowledge and insights company. Our expertise lies in understanding behavior and uncovering usage and buying patterns of people using data. We offer a range of services to companies including marketing analytics, loyalty analytics, churn analytics, campaign analytics, customer lifetime value analysis, life-stage segmentation, lead scoring, social media analytics, content analytics and more.

CampaignManagement

Platform

Hansa Cequity delivers hundreds of customised campaigns everyday. Our campaigns are served via SMS, email, phone, direct mail, the web, on-ground and across social media platforms. Creative technologists at Hansa Cequity are able to look at data in real-time and deliver campaigns that are relevant and targeted to micro-segments of client databases.We design experiments and test multiple campaigns that can be measured, tweaked and scaled to get better returns on marketing investments.

MarketingOptimisation

Platform

Should certain customers get one product offer through a call center? Should others get a different product offer through e-mail, or perhaps mobile, such that overall sales/profit is maximized?Hansa Cequity’s Marketing Optimisation Platform answers vexing marketing questions using past and real-time data intelligence to help companies optimise marketing spends.

DigitalExperience

Platform

Hansa Cequity delivers intelligent digital experiences for people on digital and social media channels by leveraging the power of data and analytics. We build experiences in the form of apps, websites and mobile properties. By analysing and understanding what works in the digital and social space, we create relevant content. We listen in on conversations using our online listening platform. We even create and deliver eCreative in the form of email, apps, static and moving content for brands.

What is Customer Equity?

Marketing Activity Brand Equity Customer Equity

Product and service quality

Advertising

Promotion

Segmentation

Channels of distribution

Customer service

Create strong customer preference

Create brand image and position

Deplete brand equality

Customer characteristics and benefit segmentation

Multistage distribution system

Enhance brand image

Create high customer retention rates

Create customer affinity

Acquire products to see to the installed customer base

Behaviourial segmentation

Direct distribution to customer

Create customer affinity

Brand Equity Vs Customer Equity

Source: Customer Equity: Building and Managing Relationships as Valuable Assets. Robert C. Blattberg,

Gary Getz, Jacquelyn S. Thomas | Harvard Business School Press

These are times of momentous change. People, empowered with real-time

technologies are changing the way they search for, identify and engage with

products, services and companies.

For companies too, the availability of tools to manage information and data,

new technology and communication platforms, means that they are able to

understand people and respond to their needs in real-time.

Writing in their seminal book - Customer Equity: Building and Managing

Relationships as Valuable Assets, Robert C. Blattberg, Gary Getz and Jacquelyn

S. Thomas argue that customer equity management is now possible because

of intersecting advances in four areas:

Affordable information technology

Low-cost communications

Sophisticated statistical modeling

Flexible fulfillment

Information-based targeted marketing is becoming more efficient and

effective than blanketed mass marketing.

As a result, mass marketing strategies that achieve targeted profits by

counting on more-profitable customers to subsidise less profitable ones will

fail as the more attractive customers are stolen away by competitors' targeted

acquisition efforts.

As customers gain near-perfect information on their alternatives, switching

barriers are dropping dramatically.

Companies that use the deluge of available data on customer purchase

behavior are acquiring new customers, retaining existing customers, and

cross-selling more effectively than those who do not. They can link their

insights with cost data to do so efficiently as well.

Companies can no longer depend on orderly vertical channel systems to

control customers' buying behaviors.

Companies that understand the asset value of each customer, and tailor their

marketing efforts (and their costs) to acquire and sustain the highest-value

assets, will trump less-focused mass marketers.

Customer Planning and Strategy

Data Management - Building and Maintainence

Analytics and Insights

Campaign Management -Planning and Management

Customer Relationship Centres

Social Media

Creative and Content Marketing

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