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CRM Analytics - Marketelligent

This document discusses how analytics can be applied across the customer lifecycle in CRM to improve acquisition, development, and retention. It provides examples of how analytics can be used to understand customers, acquire new customers through improved targeting, cross-sell and up-sell the right products to the right customers, optimize product design and servicing, develop customer segments, and maximize profits through optimal pricing. The overall message is that applying analytics throughout the CRM process can help companies win and retain the right customers in a profitable way.

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Marketelligent
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208 views2 pages

CRM Analytics - Marketelligent

This document discusses how analytics can be applied across the customer lifecycle in CRM to improve acquisition, development, and retention. It provides examples of how analytics can be used to understand customers, acquire new customers through improved targeting, cross-sell and up-sell the right products to the right customers, optimize product design and servicing, develop customer segments, and maximize profits through optimal pricing. The overall message is that applying analytics throughout the CRM process can help companies win and retain the right customers in a profitable way.

Uploaded by

Marketelligent
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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ADD THE POWER

OF ANALYTI CS TO CRM
Acquisition Development
Value
Time
Today
Retention
Whom to Acquire
What Product / Channel
Deepening Relationships
Whom to X - sell & up - sell
What Product / Channel
Whom to Retain
Early Triggers
What to retain with
ANALYTICS ACROSS THE CUSTOMER LIFE CYCLE
WIN THE RIGHT CUSTOMERS. CREATE A LASTING BOND. PROTECT FOR LIFE.
ANALY T I C S AT WORK
Who are our Customers
from a demographic and a
psychographic perspective
How price sensitive is each
segment? Can I price to
maximize sales and/or
profitability
Who are our most loyal,
and who are our most
profitable Customers
Which Customers are at
most risk of
disengagement / attrition
Understand
your customers
How do I proactively
acquire New Customers
Who will be my most
profitable customers?
Can I leverage varied data
sources to expand my
prospect universe and
implement efficient direct
marketing campaigns
How can I lower my direct
mail marketing spend
while maintaining results

Acquire New
Customers
Which products appeal to
which segment of
customers
Repeat buying behavior
based on loyalty
information
Which products to cross-
sell and which products to
upsell
Depending on the
Customers lifestage, when
do I cross-sell and up-sell

Cross-sell
and up-sell
How do I design and
launch New products so as
to increase penetration
and maximize
marketshare?
Can I leverage servicing
and warranty claims data
to proactively action on
parts stocking and
preventive maintenance
Product Design
and post-sales
servicing
CONTACT
www.marketelligent.com
MARKETELLIGENT, INC.
80 Broad Street, 5th Floor, New York, NY 10004
1.212.837.7827 (o) 1.208.439.5551 (fax) info@marketelligent.com
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One of the prime reasons for poor response rate of any direct marketing campaign
is bad targeting. We can design and build scorecards to decision on which Prospect
to profitably target to achieve desired response rates. The same principles are also
applicable to develop score cards for effective Retention, Cross-sell , Up-sell,
Repeat purchase, etc.
It is not enough to segment your customers, but more critical to segment them
using the right parameters. With our business experience we first decide on what
parameters to segment on before doing the segmentation itself.
ADD THE POWER
OF ANALYTI CS TO CRM


Segmentation
(CART/CHAID)
Price driven Minimalist
Penny Pinchers
..
Fee tolerant Enhancers
Discount Lovers
P
r
o
p
e
n
s
i
t
y

t
o

b
u
y

Low
High
To maximize returns on your marketing efforts we need to understand Consumer
behavior and corresponding levers to influence. We can help you identify these
customers based on various criteria RFM, profitability, etc. We can also build
scorecards to identify profitable Prospects.
Pricing is one of the most sensitive lever to improve your profitability. We can build
tools to establish the price sensitivity of various customer segments. Based on this,
pricing strategies can be developed for different segments to maximise profitability
through better margins and/or better volumes.
LOWER YOUR DM COSTS
With Predictive Scorecards
INCREASE PRODUCT REVENUES
With the right Customer Segmentation
FOCUS FOR BETTER RESULTS
Identify and act on High Value Customers
MAXIMIZE YIELD
By pricing optimally

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