Analyse customer data. Services and software from Tech4T

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Tech4T's main business focus is to help you grow customer value!

Tech4T provide a complete data enhancement, exploration, data mining, customer analysis, geographic mapping and predictive modeling / rules derivation service.

Our staff are fully proficient with analytical technologies including SPSS and would be delighted to undertake your analysis tasks on a service basis. Call +44 (0) 1733 890790

Understanding your customers

Buried deep within your own company data is the information you need to help you identify, keep, win and grow your most profitable customers. However, without the right expertise, software and experience, finding and extracting this information and then translating it to business gain can be extremely difficult or even impossible.

Tech4T can help - both with the analytics and translating the outcome (rules and scores) into sales, marketing and business actions. Our process starts with an extraction of your customer data. This information could include any profile, marketing and product/service interests together with associated sales transactions.

If your data is held in separate un-linked spreadsheets or varying operational systems, that is not a problem as we can merge files using a mix of fuzzy and pattern matching algorithms to build a 'single and complete customer view'.

After data transformation we usually develop predictive models from which we compute a series of data fields which are populated with derived scores and values. These are used for most analytical tasks but specifically to calculate 'real net and gross customer value' - often broken down by product group to determine a customer's spend pattern. This information is updated and statistically compared over time with findings translated into clear sales and marketing activity indicators.

This knowledge is also crucial for segmentation and will enable you to correctly apportion the right sales approach, marketing spend and channel to the right customers!

Tech4T are also in a fortunate position regarding tools. We have at our disposal the full spectrum of specialist analytical software - including SPSS, AnswerTree (CHAID), FastStats Discoverer, KbaseT, 4Thought, MapPoint, Geoconcept, etc. - that we also provide to data analysis professionals to undertake data analysis in-house.

This flexibility, coupled with proven methodologies we have developed over many years from working with a diverse spread of clients, gives us the experience, expertise and resources to extract the maximum intelligence from your data - whether Business to Business (B2B) or Business to Consumer (B2C).

We can also produce graphical dashboards which streamline the results into dynamic reporting tools for management intelligence.

Should you wish to work with us (or with our support) on an analytical project, at our Peterborough offices or via web conference, then we can offer a choice of tailored workshop or shared-resource options. Call +44 (0)1733 890790 to discuss your needs. DM Service providers, click here

To give you a flavour of how Tech4T's analytical services can extract the 'nuggets' from your company-wide data and help you can gain valuable customer insight, please see below.

Improve the effectiveness of your marketing budget by grouping customers by their profitability, lifetime value and estimated future value. Marketing spend can then be apportioned according to customer worth, also split by product, and the most effective offers in terms of product, pricing, promotion and sales/marketing contact strategy developed

Understand why you are losing or winning business. Identify key data elements that combine in some way to pinpoint the reasons for success, failure or unexpected sales variation, and predict the effect of 'what-if' changes. Also investigate competitor strengths, weaknesses, strategies and geographic/industry focus

Accurately segment and profile your most profitable customers to develop appropriate acquisition and retention strategies. Then continually monitor customer dynamics and take account of their changing needs. Segmentation and profiling can be developed using a mix of trading, behaviour and research data, combined with third party geo-demographic codes and lifestyle information

Build product-driven, transactional and channel based segmentation models to aid cross and up-selling and to optimise marketing and sales channel - including the web. This includes basket analysis where transaction details are analysed to uncover the most popular product combinations purchased and in which sequence. This helps you really understand your customers - their needs, their behaviour and how to develop them in terms of maximising lifetime value

Improve targeting by predicting the ‘likelihood to purchase’ for all prospects in a direct mail or telemarketing campaign. Use scoring to identify most likely responders and develop cross-sell, upgrade, up-sell and affinity strategies

Keep your valuable customers by developing retention strategies! Help predict defection by building churn/attrition models. Remember it is cheaper to retain or re-activate a customer than recruit a new one!

Identify those customers that may end up costing you money. Minimise risk by scoring customers with a propensity to default (on agreed payment terms)

Analyse customer (and influencer) investment as an equity value (or liability) to your business, and how this is best protected or appropriately grown

Understand customer share of wallet and strategise how that may be used to launch new products and be altered to help increase your bottom line

Plan promotional activities to take account of regional and national competition. Your new customers may already belong to your competitors, so how do you acquire them?

Geographical mapping. Our geographical insight provides 'location' and spatial analysis to further uncover customer and competitor trends. We can include drive-times to plan local mailings and segment prospects for sales or research canvassing, optimise the location of stores/outlets and service centres, define sales territories to match customer types, location, value and geo-demographics... with sales-force skills, salesperson location, etc.; better understand customer trends and examine customer penetration vs. available prospects; determine the right media by examining coverage, and more

Understand customer behaviour and motivation - including the creation of next-action indicators built from data patterns to reflect change. Use these to improve the efficiency of your sales force, telemarketing, direct marketing communications

Determine the perceived order of importance of product (or service) attributes to help you design more response-pulling adverts, catalogues, promotional literature, packaging, etc., and determine which features to increase or decrease the emphasis of to improve response or change market position

Further enhance customer understanding using market research - click here

Most of the above tasks would be undertaken as an ad-hoc analytical service. For long term projects we would use our 'Analytics Lab'. An example of this would be for the creation and ongoing maintenance of a 'customer analytics record' for every individual, household, business, etc., on your database. At agreed intervals, we would translate this intelligence - looking for changes in customer behavioural or value characteristics - to define groups of customers that would benefit from a specific course of marketing treatment. We would also be happy to suggest marketing approaches and channels for you to test. More details on request.

Now, take the next step towards improved customer understanding.
Click on the link below to have one of the Tech4T's team contact you...

Adding research data to improve customer understanding - click here

Why you need customer knowledge and a single customer view - click here

See our approach to analysing your data - click here

For a basic explanation of data - click here

See an analytics example - click here

To view the range of software we supply for analytics - click here

Helping DM Service Providers

Tech4T are always pleased to work with DM Service providers - Consultants, Sales Promotion, Advertising, Marketing, Research, Database, List Providers, Publishing/Printers, etc. - to enhance their own service offering and often partnering on projects where additional specialist skills, resources or technologies are needed.

We will work with you in whatever way you see fit - as a solution partner, assisting on client pitches, etc., - or providing data cleaning, merge-purge, customer/prospect management and/or analytical/targeting services or software. Email info@tech4t.com and outline your needs/ideas.

Our pricing is extremely competitive and we will always do what it takes to meet tight deadlines.

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