We also take account of each customer's purchasing trends against specific product groups or services, and where they may be in the product lifecycle! Finally we refine and profile these comparison groups, extracting sets of customer records in a format that is suitable to drive your sales and marketing activities. We compute and append many new fields to each customer record. These include:  contact priority (a score used to help you optimise call sequence), suggested contact channel to use, the segment ID and description, a 'likely impact' indicator, lifetime value - and how this is changing, etc., optionally an optimum call frequency, last product purchased and when, plus several more. We then provide the output.

We score your customers within each database segment so you can identify who to contact and in what order

The output - what you will receive

• A report of our findings, including the main strategic recommendations

• Segmentation scheme including clearly identified target groups for retention, reactivation, cross and up selling.
  Included for each segment would be its profile (what customer characteristics look like), customer count, sales value...

• Customer dynamics analysis - how customers have moved across segments over time,
  the financial impact to your business, and where you need to focus

• Contact action file - containing the information your sales and marketing teams need

• Geographic breakdown - including a map showing the locations of customers needing 'attention'
  and identifying where to concentrate your efforts

• Separate lists in a spreadsheet format for each member of your sales team, again containing their 'insight' fields together with propensity to 'buy', 'lapse', etc. scores. Each spreadsheet would contain all appropriate contact details with new fields appended and colour-coded.

• And - if part of an ongoing solution - we can optionally develop and keep updated, a dashboard that keeps track of changes in customer dynamics month on month.

To speed up the delivery of information to 'steer' your sales or *telesales team, we can supply a file in a suitable format ready to read into a CRM or telemarketing system. This data can then be used to filter and prioritise who to call or visit.

The format of the data can be tailored to meet your system needs.

How long does the process take, how can we be kept updated?

Depending on agreed needs, we are usually able to fast-track a project to deliver results in 7-14 days - longer if additional data preparation is needed.

We usually start off with a three month pilot project, where we deliver sales targeting insights on a monthly basis so you can assess the sales and financial gains.

Thereafter, you can choose to extend the project for as long as you desire, receiving regular updates to the insight solution weekly, monthly, quarterly, or at a frequency to suit your business.

Regarding cost, as this varies according to the quality of your data, the quantity of records, the number of data sources and your business objectives, we will provide an outline price once we have seen a sample of your data and have agreed goals.

Other options

Or sales targeting insight dovetails with solutions including realigning of sales territories - balanced to take account of call frequency and value; a lapse prediction and prevention programme; and for niche data-driven marketing, migrating your data into our 'targeting workbench' system for optimised targeting. 

And if you need help with developing and implementing a data-driven sales and marketing strategy, we can also help.

To recap, we can give you fresh insights as to which people you should contact most urgently (and or frequently) by telephone or with a personal visit, and which groups to mail or email. 

We can also suggest what you should communicate when you contact them!