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Customer and marketing analytics: Integrating multichannel data to gain actionable business insights for greater profitability.


Understanding consumers is the key to long term engagement, loyalty and profitability. The increasing number of channels that consumers can interact with makes available an explosion of data for …

Understanding consumers is the key to long term engagement, loyalty and profitability. The increasing number of channels that consumers can interact with makes available an explosion of data for deriving customer insights and effective marketing. The integration of this multichannel data has become increasingly complex, leaving many marketers overwhelmed and unable to derive meaningful insights.

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  • 1. Welcome to possibleCustomer andmarketing analyticsIntegrating multichannel datato gain actionable businessinsights for greater profitability.
  • 2. Busniness challenges Who are my best and most profitable customers? What drives channel migration? Who is a potential customer for cross selling? How do we target the right product to theright customer? What are my customers talking about? How can we determine the impactof cannibalization?Customer and marketing analyticsUnderstanding consumers is the key to long termengagement, loyalty and profitability. The increasingnumber of channels that consumers can interactwith makes available an explosion of data for derivingcustomer insights and effective marketing. Theintegration of this multichannel data has becomeincreasingly complex, leaving many marketersoverwhelmed and unable to derive meaningful insights.Backed by experts in analytics, information management,business intelligence and research, Mindtree’s dataand analytic solutions team excels at processing massamounts of data to enable our customers gain businessinsights across the customer lifecycle. Startingfrom customer acquisition and going on to customerretention and engagement.Our dedicated team help grow our customers’ analyticalunderstanding of their consumers through a multi-stageengagement model, in whatever stage of analyticalmaturity they are in. We work with customers to createproof of concepts to help set the stage for basic datatrends, KPI identification, data visualization, anddashboards. As strategic needs grow, we move intoadvanced analytics such as segmentation, modeling,and advanced data visualization. Our end goal is to createa strategic partnership with a dedicated analytics factoryhosting our customers’ data and decision supportprocesses as well as offering analytics on-demand.Service offerings Customer profiling tounderstand customers Behavioral segmentation Acquisition modelingAcquire Value based segmentation Customer lifetime value roduct propensity - cross sell / up sell Experimental designGrow Customer churn Customer relationship analysis Customer relationship &loyality analysisRetain Social media Voice of customer Sentimental analysis Channel / brand preferenceEngage
  • 3.  Understand public sentiment and buzz aboutthe brand and compare with competition Find additional revenue streams throughintegration of existing data sourcesBusiness benefits Gain a complete 360 degree view of your consumers Ensure the right message goes to the right consumerat the right time through the right channel Increase consumer loyalty and engagementCustomer analytics for a leading carrental company.Business challenge Inadequate ROI on marketing investments of online ads Lack of clarity on customer interaction and transactionduring their lifetime Lack of 360 degree view of customers Need to understand behavior of loyal andprofitable customers Need to retain profitable customers and win-backpast customers Integrated internal transactional data andthird party attitudinal data to provide a 360 viewof customersSolution highlights Integrated and mined multiple years of historicaltransactional data and online ad campaign data Scored channels based on a performance indexdetermined by new acquisitions, revenue and numberof transactions Augmented search engine optimization efforts byidentifying essential location and behavior basedkeywords Unearthed myths about customer channel preferencesand helped formulate a customized marketing strategyaround touch-points Benchmarked customers based on keymarketing metricsAnalytical roadmap to maturity Exploratory dataanalysis Profiling Segmentation Customer lifetimevalueCustomerunderstanding Response Conversion Cross-sell UP-sell Attrition Retention ReactivationPredictivemodeling Cross channelengagement analysis New media analysis Sentiment analysis Market basketanalysis Next logicalproduct analysisCustomerengagement Campaigneffectiveness Promotionaleffectiveness Channel attribution Channel migration Media mix modeling Price sensitivityanalysisContactstrategySuccess stories
  • 4. ©Mindtree Ltd 2012www.mindtree.comAbout MindtreeMindtree is a global information technology solutions company with revenues of over USD 400 million. Our team of 11,000 expertsengineer meaningful technology solutions to help businesses and societies flourish. We enable our customers achieve competitiveadvantage through flexible and global delivery models, agile methodologies and expert frameworks..SegmentationOUR TECHNOLOGY CAPABILITYOracleOWB / ODIOracleDatabaseOracleOBIEE PlusHyperionOracleData MiningSAPBODSBusinessObjects 4.0SAPMDMIBMSPSSSASSSISSQL ServerMDMSIBMDataStageQualityStageIBMInfoshphereInitiativeSASTalendInformaticaPentahoIBMNETEZZAMySQLMicroStrategyQlikViewSpotfireKalidoCoremetricsIBM DB2IBMCognosSASInformaticaR LibraryPentahoOmnitureGoogle AnalyticsDatabases& appliancesETL& cleansingAnalytics& reportingMaster datamanagementAdvancedanalyticsWe have dedicated Center of Excellences (CoEs) on key technology platforms including Business Objects, IBM,Technology expertiseAnalytics factory for a leading global money transfer companyBusiness challenge Need for deeper understanding of customers, accounts, products, origination and payout country and agentSolution highlights Analyzed 90 million customer profiles, USD1 billion in annual transactions Monitored and analysed of country–to–country (230 countries); regional; and seasonal trends Performed trend analysis, regression analysis and predictive modeling Identified new product opportunities and new customer segmentation models Better targeting of promotions led to increased sales