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Neoshop presentation-Marketing Analytics

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Neoshop presentation-Marketing Analytics

  1. 1. Andrew Jenkins Manabu Morita Thanapol Poopunsri Steven Stavrou Siriorn Vichaiwatanapanich Neoshop
  2. 2. Problem & Our Approach Problem: Declining revenues and customer loyalty. Find the best strategy to increase revenue from current customers and retain them. Our Approach: Analyzed data in SPSS and visualized in Tableau to understand the difference of each loyalty segment.
  3. 3. Limitations & Assumptions • No gender information • Only provided average spending • Only one product (record) per customer • No cost data • Sales/Products could be seasonal • Assume that conversion rate for a single channel is same for all segments • We don’t know physical store locations • Based on current customer segments. Could be different.
  4. 4. Key Findings Total Spending Avg spending/customerNumber of customer • Silver has the most customers, smallest basket. • Gold has the least customers, largest basket.
  5. 5. Key Findings
  6. 6. Key Findings • Total Spending by product category
  7. 7. Key Findings • Product sub-category by segment - Software and Book
  8. 8. Key Findings • Product sub-category by segment - Video game
  9. 9. Marketing Campaign • Run 3 outbound campaigns to get the highest conversion rate through different channels • Direct mails on gold customers for two weeks • Run inbound marketing (Web & POS) to support outbound messages (direct mail, mobile apps, social network) • Focus on specific product marketing for Electronic (Gold and Silver) and Books (Silver and Bronze)
  10. 10. Marketing Campaign Segment Current avg spending Additional avg spending from 5 week campaign % increase New Total avg Spending Gold 62.98 26.48 42% $59,941 Silver 11.29 2.92 26% $67,239 Bronze 19.75 6.61 33% $85,387
  11. 11. • Evolving industry – Are the old segments still valid? • Provided Limited data – There may be other legitimate factors Time to Re-segment?
  12. 12. Methodology • Use XL Miner to transform variables – Missing data – Dummies – 1 Bin – Results in 21 segmentation variables • Run the segmentation with ME XL
  13. 13. Output
  14. 14. Loyalty Test

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