|
Behaviour Analysis
Back to
analysis home page
|
Once
you have profiled and segmented your customers, the next step is to look for
change. This is more complex and requires a thorough understanding of
statistical data analysis and often extensive computer processing in order to
understand the dynamics of each of your customers and the segments they belong
to - and yes an individual can belong to more than one segment!
By comparing scores that are
recalculated on a regular basis, it is possible to determine the significance in
any change and then create new variables (fields) to contain suggested
next-action indicators. These will help marketing staff determine who to
contact, why and when. A clear benefit here is that if a customer who has been
regularly spending £x per month suddenly reduces the amount or gradually slows
their trading with you, this could indicate a likelihood that they will lapse.
Knowing this before they do, enables you to contact them, understand the cause,
calculate the effect and take appropriate action! |
Propensity score your customers
and prospects to maximise response! |
Marketing and Business Intelligence
There are may other analytical
techniques including market research that can be used to increase your customer
knowledge and better understand of your business, and by putting the two
together you will be able to determine how best to both uncover and resolve
problems. For example, you can pinpoint issues with fulfilment, slow delivery,
poor product or service quality, bad customer interaction by call centre staff,
etc., that if are not addressed will affect profitability, the loyalty of your
customers and the overall success of your business.
How to progress?
To successfully implement an
analytical strategy you will need reliable data, the expertise and know-how, an
understanding of the direct marketing channels in your industry sector, the
supporting technologies and a way to apply the analysis findings to your
marketing. At Tech4T this is our focus. Look through our website and then
contact us. We will have an appropriate solution to meet your needs - whether
you want to undertake the analysis yourself in-house and need some support or
software, out-source the work, or have a solution comprising of both.
Specifically look at our Targeting
Workbench
solution at this includes tools to undertake virtually any parts of the
segmentation, profiling and customer analysis process.
View our analytics summary
Call
us on 01733 890790
or
click here
to outline your needs
Click here
to see how to analyse
your data with the Targeting Workbench
Technologies4Targeting Ltd.,
Geneva House, 3 Park Road, Peterborough. PE1 2UX. United Kingdom
Tel: +44 (0) 1733 890790 Fax: +44 (0)1733 890799 Web:
www.technologies4targeting.co.uk
Email:
info@tech4t.co.uk
Tech4T also partner with marketing and IT service providers to deliver
data-driven solutions to their clients
|
