Analytics - Customer Understanding, Statistical Analysis, Data Mining, Market Research, Forecasting

Understanding your customers - what you might like to know...

Should some of the questions below be hard or impossible to answer, why not get in touch and we can work with you to develop an appropriate data-driven road map that could include the creation and analysis of market research surveys - merging the results with your operational data to add a further dimension to your customer understanding.

With data-driven marketing, the power of analytics can make the difference between an average or an exceptional outcome to a campaign or promotion. However, this requires a marketing database that delivers an enriched single customer and prospect view. This is built by merging the appropriate fields and attributes from marketing, sales/CRM, transactional and other operational systems, with any disparate data sources such as external lists, profile data, etc.

However, to complete the customer insight there is also a need to add the results from market research. By merging data containing answers to relevant survey questions, marketers can better answer the 'why' element from the classic marketing 'who', 'what', 'why', 'when', 'where', 'how' and 'how often' questions.

Market Research in KbaseT 24/7

Adding the market research element also adds another dimension on which to profile, model and target - especially within KbaseT 24/7 as our technology is well suited to storing and optimising this kind of data - often only sparsely populated. In addition, some survey answers may be considered experimental and therefore fields may be added and removed on a frequent basis. Again KbaseT 24/7 has been developed to accommodate this flexibility whereby the user can add, update or remove their own 'virtual' fields.