Embed Size (px)
Citation preview
Questions you ask of your customer data – if you could
Are all your customers alike? Do they all
behave the same way?
Do you know what your customers will
buy and when?
Is your communication relevant to your
customer?
Are you influencing your customers to buy what
they want from you?
Understanding and engaging customers in a meaningful dialogue
Who is the customer
What does the customer want
How the customer engagesWhat to offer. How.
Optimize and Improve
How – by embedding analytics thru your marketing decisions
Who is the customer
What does the customer want
How the customer engagesWhat to offer. How.
Optimize and Improve
Demographic
ProfileGeographic Profile
Customer
Activity History
Recency,
Frequency
& Monetary value of purchase
Loyalty Lifetime Value
What products he
buys regularly
What does she buy
only occasionallyProduct
Affinity
Purchase
Behavior
When did he
last buy & what
Is he likely to move away
GrowthPricing
Switching
Cross Sell
Up-Sell
Scenarios forCustomized Offers
Loyalty
Performance
Acquisition & Retention
Which offers
did she respond to
in past?
What is his Preferred Channelof Communication?Conceptualize
Campaign
ExecutePersonalized
Coupons
Associate
Creative
DefinePromotion
Optimize
Channel
Set Triggers
Send Promotionas per CustomerChannel Preference
Who responded
WhenHowWhere
Post Event
Cataloguing
Post Event Couponing
& Circulation
Compare
Campaigns
Analyze Campaign
Behavioral Segmentation
Jenny Lee shops
once a month for
staples like
milk, bread and
eggs
Jenny joins Loyalty
Program & starts
accumulating
points
Multi-dimensional
segmentation
predicts the her
lifetime value and
loyalty
You reward Jenny
with timely &
personalized Offers
Jenny feels
rewarded with the
discount and
engages with your
brand.
Her transaction
history helps build
a unique behavioral
portrait
She starts
shopping more
regularly
Affinity Analysis
identifies new
cross-sell and up-
sell opportunities
Significant financial reward of understanding
and meeting customers’ expectations
Customer churn of est. ~12% of
member basePotential Churn customers demonstrate
distinct purchase behavior and Comm.
preference
Understand unique media
preference
Retention and win backs create
a revenue lift of >$120Mn
$2Bn food grocer
With ARC Customer Analytics
ARC TargetOne
Execute personalized
promotions
ARC Customer360 ARC Loyalty247
Optimized Marketing
Analytics consulting to drive
marketing effectiveness
Understand your customers
Predict their behavior
Drive marketing outcomes
1-1 communication through
a mobile platform
SALE
