Campaign pack is a collection of solutions created for Retail Marketing Managers to help them develop, execute, track and analyze campaigns more effectively. To find out about Cequity's services visit this link http://www.cequitysolutions.com/analytical-marketing.php

1. Campaign Pack for Retail
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2. Introduction
Campaign pack is a collection of solutions created for Retail Marketing
Managers to help them develop, execute, track and analyze campaigns
more effectively
What is
Campaig
n Pack
Campaign pack contains solution for all the phases of campaigning
right from analytical models based campaign list generation for
Why use different customer segments to automated execution and tracking
Campaign Campaig to analytics driven insight generation on post-campaign
Pack n Pack
performance
• Its strength lies in highly simplified result delivery mechanism supported
Benefits
by a very robust data and analytics engine
• The modeling factory platform allows the solution system to churn a
large number of models in very short time making it highly scalable
• It hides the marketing manager from all the data complexities and
straightway brings to him the target customer lists and insights through
simple automated reports (completely integrated with MS-Excel) 2

3. Campaign Pack: Components
Campaign Manager
Campaign List Generator Campaign Manager is a dynamic
solution, enabling enterprise-wide
integration of customer
This is a propensity modeling
management strategies through
solution. It helps to identify
the power of seamless event-driven
potential responders for a
marketing
particular campaign
It has large scale databases and
Generates probability scorecards for
employs multiple communications
all customers and then selects the
and customer contact channels,
top deciles
including direct mail, email, SMS,
Campaign Analyzer
point of sale, call centre, branch
and dealer, as well as
Analyzes the post-campaign
internet.
performance. Generates
comparison snapshots of
performance across different
channels, customer segments, time
and geography
Generates automated reports
completely integrated with MS-
Excel
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4. Solution Framework
Customer
Campaign
Demographic
Lists
Data
Campaign
Data Audit List
Generator
Transaction Automated
Reports
History
Data Campaign
Enrichment Manager
Insights
Campaign Derived
Campaign
Data Variables
Analyzer
Addition
MS-Excel
Integration
Loyalty Data
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5. Campaign List Generator
It’s a propensity modeling solution. It generates the probability of customers to respond
and identifies the parameters which influences response.
Defining
List of
target
variables or
Probability
variable
Dividing the
scores of characteristic Scoring of
data into (customer Propensity
each s which new
Model Model
modeling set who scorecard for
Development customer to define the validation customer
and responded to the campaign
respond to probability of base
validation set similar
the festival a customer
campaign in
to respond
past)
‘Modeling Factory’ platform helps to generate the
models for every campaign in very short time 5

6. Campaign Manager
It is a highly efficient, modular and flexible application that integrates all of the data and services
necessary to develop, execute and track campaigns. It combines fast access to constantly
enriched detailed customer level data and high volume transactions, consolidating customer insight
and interactions across all channels of communication.
• Allows deliver simple to complex multi-stage, multi-wave campaigns
• Integrates easily with all of all kinds of databases and flat files
• Rapid implementation and integration to existing business systems, leveraging existing
investments in IT
• Support for all marketing campaigns including above and below the line
• Allows local marketing teams to subscribe to central marketing campaigns and deliver them
to local audiences
• Storage of campaign creative and documentation
• Campaign rules, for example, next best action, can be easily defined and delivered through all
marketing channels
• Configurable reports on campaign effectiveness, budget, costs and marketing ROI
• Automatically refreshed reports, scorecards, indexes and campaign lists
• Complete integration with MS-Excel
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7. Campaign Analyzer
Insights generated
Performance comparison of different customer segment
Comparison of sales with previous year performance
Comparison of sales and number of visitors across different channels
Distribution of purchase value bands before and after campaign
Performance comparison of different stores in terms of sales and number of visitors
Distribution of average ticket size before & after
Geography-wise comparison (zone-wise, city-wise)
Sale distribution of items under offer
Channel-wise performance comparison
Email category comparison for response rate and click rate
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8. Campaign Analyzer: Snapshots
Sales and number of visitors per day
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9. Campaign Analyzer: Snapshots
Store wise average ticket size and growth
4,000 20%
15%
3,500
10%
3,000
5%
2,500
0%
2,000 -5%
-10%
1,500
-15%
1,000
-20%
500
-25%
- -30%
Ticket size Growth in ticket size
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10. Campaign Analyzer: Snapshots
Store wise Comparison – Number of visitors and sales
30,000 120
Hundreds
Thousands
25,000 100
20,000 80
15,000 60
10,000 40
5,000 20
0 -
2007 Sales 2008 Sales 2007 -Number of customers 2008 -Number of customers visited
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11. Campaign Analyzer: Snapshots
Lag effect of e-mailer sent
450 3,500
400
3,000
350
2,500
300
2,000
250
200 1,500
150
1,000
100
500
50
0 -
2-Oct
3-Oct
4-Oct
5-Oct
6-Oct
7-Oct
8-Oct
9-Oct
10-Oct
11-Oct
12-Oct
13-Oct
14-Oct
15-Oct
16-Oct
17-Oct
18-Oct
19-Oct
20-Oct
21-Oct
22-Oct
23-Oct
24-Oct
25-Oct
26-Oct
27-Oct
28-Oct
29-Oct
30-Oct
31-Oct
1-Nov
2-Nov
Number of customers visited Ticket size
Note: line indicates Weekend
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12. About Cequity
CEQUITY is a “marketing automation & analytics” firm combining tier 1 advisory skills
with a highly qualified and world-leading analytics engine delivered in an Onsite-
Offshore model
We help organizations
• Manage data present across different data silos
• Reduce dependency on IT and give more power in the hands of marketing managers to be
able to perform train-of-thought analysis and generate insights from their data
• Build analytical models and scorecards on their data to identify right target segments for
campaigning
• Develop , execute and manage campaigns to show ROI generated
We bring our strong domain, data and analytical expertise through specialized solutions to our
highly satisfied and rapidly growing client list spread across Retail, Banking, CPG, Telecom, Travel,
DTH and Insurance.
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13. INDIA USA
Worldwide OfficesOFFICE: 626, GROVE EVANTSON,
1ST
MUMBAI OFFICE: 105-106, FLOOR, CHICAGO
STREET, ANAND ESTATE, 189-A, SANE GURUJI IL 60201
MARG, MAHALAXMI, MUMBAI – 400 011
PHONE: +91 22 43453824
F: +91 22 43453840
www.cequitysolutions.com
info@cequitysolutions.com
For the latest thinking in Analytics & insights on Customer management, check out our blog at http://blog.cequitysolutions.com/ 13