Customer lifetime value (LTV), acquisition and retention Helping you Retain (Reactivate) your most profitable customers Acquire more of the same profile Grow a greater share of profit from loyal customers      Tech4T help you develop data-driven sales and marketing strategies to Retain, Acquire and Grow your customer base and its profitability.   Our process involves taking what we term a 'Data Storming' approach.  This in effect is a cost-effective specialist skills-extension to your marketing, analytical and I.T. staff.  We help you get closer to your customers and interact with them more profitably, pro-actively provide ideas and vision to help you identify and action new data-driven opportunities, and provide constructive input to developing a customer development road map. Use us as a sounding board!   Here are some of the steps we follow...
First we need to understand your business goals and current/planned sales and marketing activities Next we determine the 'targeting insight' needed to support your sales and marketing teams, and identify all suitable data sources We take a copy of relevant customer and operational data, acquire any third party information, remove duplication and merge un-linked files with any external lists to create a 'single customer view' (SCV) This we use to... Assess the breakdown of your customer base... - using tables, charts and geographic maps Determine customer measures and business metrics Define segmentation; track customer dynamics - Customer profiles/types/behaviours/influences/etc. Quantify customer value, profitability and potential - Profitability by business variables - Share-of-wallet - Acquisition, retention, loyalty levels - Cross-sell, up-sell, migration opportunities Assess customer and marketing impact - + and - %, revenue, cost, profit, value - Channels, sales models, territories - Brands, categories, products From this analysis, we can work with you to develop an appropriate data-driven strategy, identifying segments to form the basis of message targeting and rules for 1-2-1 personalised promotions
	We can work with your selected creative team to develop offer and communication content We can provide the campaign data production resource for personalised digital print, email broadcast and data-driven microsite Then measure results and plan the next steps Optionally, to support your in-house team, we can provide secure on-line access to a dedicated 'targeting workbench', plus give training via web
Focus marketing effort where it matters! Start with re-activation - on high value inactive customer segments. Why? As an example, if you have 50,000 customers, of which… 10,000 are active (purchase last 12 months) 15,000 are in-active (last purchase 12 - 24 months) 25,000 lapsed (last purchase 24+ months) Average order value = £50, Average orders per annum = 2.5, GP margin = 30% Then by re-activating 10% of in-active customers plus  5% of the lapsed, you will generate… 2,750 of what are in effect 'new' customers £343,750 of additional turnover £71,937 GP - after allowing 10% marketing cost (£34k)
>>> Click each section of the Venn diagram above, for details on 'up-sell' etc. Even if you already run a re-activation strategy, it is well worth examining the reason for churn - probably due to an 'experience' and also look for ways to improve that strategy using for example, value-driven segmentation. To help, you use our latest dynamic re-activation/churn 'what-if' calculator.   Call +44 (0) 1733 890790 if help needed.
Technologies4Targeting Ltd., Geneva House, 3 Park Road, Peterborough. PE1 2UX. UK  Tel: +44 (0) 1733 890790  Fax: +44 (0)1733 890799  Web: www.tech4t.co.uk  Email: info@tech4t.co.uk   Tech4T also partner with marketing and IT service providers to deliver lapse prevention solutions to their clients