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Behaviour Analysis
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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!
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Propensity score your customers
and prospects to
maximise response!
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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
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