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Capturing the preference pattern of micro-segments within customer segments

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Cequity designs a multi-prong strategy to obtain maximum ROI from marketing campaigns for a multi-national fast food joint. ...

Cequity designs a multi-prong strategy to obtain maximum ROI from marketing campaigns for a multi-national fast food joint.

To find out about Cequity's services visit this link http://www.cequitysolutions.com/analytical-marketing.php

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    Capturing the preference pattern of micro-segments within customer segments Capturing the preference pattern of micro-segments within customer segments Presentation Transcript

    • Case Study Capturing the preference pattern of micro-segments within customer segments Designing a multi-prong strategy to obtain maximum ROI from marketing campaigns Client: A multi-national fast food joint
    • Summary • Our client was having problems in identifying the customer Business segments and so the campaigns designed were not meeting with the expected level of success. Objective • It was looking for ways to capture trends within each segment so as to address each identifiable pattern accordingly. • Cequity identified the broad segments according to the vintage • Within each of these segments , it found out patterns with respect to spend, activity, menu items, coupon utilization Solution • Crystal clear picture emerged out of these micro-segments which formed the foundation of client’s efforts to build effective campaigns. • Our client had the liberty to design campaigns literally keeping in mind profile of each customer within each micro-segment. • As a by-product of the analysis , our clients got a definite picture of Results the gap between low-value and high-value customers & designing special packs to migrate members form the former block to the latter one.
    • Business Objective Our esteemed client was finding difficulty in achieving the targeted ROI in marketing campaigns. Budget was being spent, but still if suffered acutely from attrition of its vintage customers. At the same time the fast food industry was performing fabulously, so there was all the more incentive for our client to partner with Cequity to get quantifiable business value through our ‘analytics managed services’ model. We helped our client to harvest the mounds of data from loyalty system to reap bumper crops by providing jumpstart for Business Managers to analytics. The Results were: identify promos for each campaigns to make them more profitable Sales forecasting Dashboard & Scorecard generation
    • Solution – Finding out micro segments Effective The technical proficiency & domain knowledge of campaigns for each of these Cequity were instrumental in segmenting the identified micro- segments customers effectively. Increasing order of recency Recently Acquires: Vintages: Customers Customers who have New-Bies: Most recent who have joined long joined before a specified acquisitions of our client ago time period Decreasing order of value High Hi-Value Potential Value Low-Value Value Growable Builder •Increasing spend •Decreasing Spend Frequency Thrifty Builder Fence- Thrifty sitters
    • Solution – Finding out micro segments Effective The technical proficiency & domain knowledge of campaigns for each of these Cequity were instrumental in segmenting the identified micro- segments customers effectively. Increasing order of recency Recently Acquires: Vintages: Customers Customers who have New-Bies: Most recent who have joined long Decreasing order of value joined before a specified acquisitions of our client ago time period High Hi-Value Potential Value Low-Value Value Growable Builder •Increasing spend •Decreasing Spend Frequency Thrifty Builder Solo Variety Single Decreasing Connoiss Fence- Seekers Favorite Favorite Thrifty eur sitters
    • Solution –Campaigns Design Vintage Low Value Recently Acquired New-Bies Decreasing Spend Variety Seekers Potential High Value Give them Offers to improve their Should be nurtured; every effort to Retention campaigning should be variety, For e.g.: “Domino’s New retain them through special done with them Taste of the Week Offer !!” privileges, birth-day offers, etc Solo Connoisseurs Growable Value Builder Give them Offers to promote their Need to pushed through frequency Campaigning should be done to choice, For e.g.: Discount Coupon builder campaigns increase frequency. for 3 same pizza over a month !! ” Single Fav Thrifties Frequency Builder To make them spend more sell Campaigning should be done to Campaigns to make them taste large baskets increase spend. other dishes Decreasing Fav Fence Sitters Thrifties Their favorite item is not able to Need frequent communication; bring them frequently so give Push campaigns them Offers to try new items.
    • Results Campaign development, execution and tracking Model development & Micro-segmentation Increasing Train of thought return on analysis, training & Targeted marketing consulting Campaigns investments Actionable Integration Drill Down of Data Analysis Single Customer View
    • Results Campaign development, execution and tracking Model development & Micro-segmentation Increasing Train of thought return on analysis, training & Targeted marketing consulting Campaigns investments Actionable Integration Drill Down of Data Analysis Single Quantification • Increase Active • Sa l es forecasting Customer ba s e • Promoti on • Bra nch Analysis View • Better effectiveness and • Bra nch understanding of opti mization performance cus tomers s corecard Trends Analysis & generation Segmentation decision making
    • Thank you Customer Equity Solutions Pvt. Ltd. Worldwide Offices INDIA USA Mumbai Office: 105-106, 1st Floor, Chicago Office: 626, Anand Estate, 189-A, Grove Street, Evantson, IL Sane Guruji Marg, Mahalaxmi, 60201 Mumbai-400 011 Phone: +91 22 4345 3800 Fax: +91 22 4345 3840 www.CequitySolutions.com