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Top Tips for starting a Customer Intelligence Practice
1. Aoife’s Top Tips for Starting a Customer
Intelligence Practice
Customer Analytics Meetup, Dublin
May 2017
2. Who We Are
▪ The Analytics Store is an Irish consultancy and training firm that been in
operation since 2009
▪ Aoife D’Arcy - Managing Director
▪ Working with major national and international companies
in banking, finance, insurance, gaming and manufacturing,
Aoife has developed particular expertise in customer
insight analytics, fraud analytics, and risk analytics
▪ Aoife’s passionate belief in the importance of developing in-house analytics talent in
organisations underlies the design and delivery of her training courses
▪ Dr. Brian Mac Namee - Director of Training
▪ Brian has over 14 years experience in analytics lecturing,
training, and consultancy
▪ With particular expertise in analytics fundamentals, Dr. Mac Namee has delivered
analytics training around the world for a variety of organisations
3. Plan your Analytics Strategy
Around the Customer Journey
Tips for
Starting a
Customer
Analytics
Practice
Close the Data Loop
Build In-House Analytics
Capabilities
Don’t Underestimate the Power
Unsupervised Learning
5. Managing The Customer Through Their Customer Journey
▪ The key to managing a customer through their lifecycle is knowing when to
communicate with them:
▪ Using the relevant channel
▪ At a relevant time
▪ With a relevant offer or message
▪ This is done in order to maximise customer value and lifetime
▪ Dunnhumby are world leaders at this
6. Analytics Through The Lifecycle
Acquisition Activation Relationship Management
Lifetime
Value ($)
Segmentation
Sentiment Analytsis
Churn Prediction
Up-sell Prediction
Market Basket Analysis
Cross-Sell Prediction
Segmentation
Prospect New Customer Established Customer Former Customer
Recommender Models
7. Plan your Analytics Strategy
Around the Customer Journey
Tips for
Starting a
Customer
Analytics
Practice
Close the Data Loop
Build In-House Analytics
Capabilities
Don’t Underestimate the Power
Unsupervised Learning
8. Close the Data Loop
Central Data Store
Apply Value
Segmentation
Apply Churn
Score
Select
Customers
Gather
Results
Report
Results
9. Plan your Analytics Strategy
Around the Customer Journey
Tips for
Starting a
Customer
Analytics
Practice
Close the Data Loop
Build In-House Analytics
Capabilities
Don’t Underestimate the Power
Unsupervised Learning
11. Plan your Analytics Strategy
Around the Customer Journey
Tips for
Starting a
Customer
Analytics
Practice
Close the Data Loop
Build In-House Analytics
Capabilities
Don’t Underestimate the
Pattern Detection Model
13. Thank You
▪ Thank you for your attention, if you have any questions
about anything I have covered please contact me at:
▪ Email: aoife@theanalyticsstore.com
▪ Web: www.theanalyticsstore.com
▪ Twitter: @analyticsstore