This document discusses Zensar's CMO Workbench, a data analytics solution that helps retailers improve marketing efforts. The solution uses customer data to segment customers, uncover spending patterns, and target promotional campaigns. This increases campaign ROI, customer retention rates, and revenues from promotional sales. The solution provides dashboards with KPIs, predictive analytics, and visualization tools to optimize marketing mix, measure campaign success, and gain customer insights.

1. Actionable Intelligence to Target New Age Customers
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Reduce marketing
cost by
12% to 15%
with better allocation
of marketing budgets
BusinessValue
Increase ROI
on marketing
efforts by
25% to 30%
Improve
incremental
sales by
18% to 24%
Increase revenue from
promotional sales by
24% to 30%
with better
timed promotions
Reduce marketing
cost by
with better allocation
of marketing budgets
12% to 15%
BusinessValue
Increase ROI
on marketing
efforts by
25% to 30%
Improve
incremental
sales by
18% to 24%
Increase revenue from
promotional sales by
with better
timed promotions
24% to 30%
Increase customer
retention rates by
at least 20% with
targeted campaigns
Increase customer
retention rates by
at least with
targeted campaigns
20%
The retail industry is constantly evolving with
dynamic consumer trends and the influence of
technology at several touch-points in the buying
process. Retail thrives on consumer interaction,
influence and ultimately the purchase decision.
The emergence of large amounts of customer
data generated and collected in the process can
serve as valuable input towards the retail mix of
promotions and campaigns so as to attract and
retain better.
Targeted promotional efforts will work better
with the retailer moving closer to the consumer
by understanding their needs and preferences
while adopting a model of capturing consumer
data.
helps retailers
approach their marketing mix differently by
uncovering consumer spend patterns and
segmenting customers to re-direct marketing
effort and spend that can be quantified.
With unique analytical insight about your
customers and prospects, the intelligence can
be aligned around customers to build
competitive advantage.
Zensar's - CMO Workbench
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Quantify and justify your spend
and effort on marketing initiatives
Design and build unique marketing
campaigns and promotions based
on customer segmentation and
channel preference
Increase the customer return rate
through tailored promotions and
campaigns based on behavioral
patterns using RFM Analysis
Improve customer retention and
brand loyalty across channels with
real-time optimization and
alignment
Why CMO Workbench?
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Increase new customer acquisition
and conversion of sales leads
Track, measure and report the
results of all marketing campaigns
or promotions
Influence your customer's
purchase decision across several
touch points
Create new opportunities by
creating cross or up sell
promotions
Gain shopper insights using
market basket analysis
The potential of data driven marketing is through Zensar’s CMO
Workbench enormous; browsers and buyers of products and services
can be identified and targeted with attractive offers and sales promotion
Data in
Marketing
is no longer
an option,
it is the new
imperative!EZIMITPO

2. Sample dashboard of the analytical output
Solution Highlights
Campaign ROI
37.29%
0%
20%
40%
60%
80%
100%
Key Features
Promotion Analyzer: Measure the
effectiveness of a Sales Promotion by
correlating sales data of items based on
regular selling price and promotion price
Basket Insight: Gain insight on the
customer transaction, and identify basket
size variations on weekdays and
weekends and the most popular basket
size
Campaign Analytics: Evaluate the
success of a campaign with metrics such
as response rate, new customer
acquisition and pre and post campaign
analysis
Recency-Frequency-Monetary (RFM)
Analysis: Reduce marketing costs and
still achieve your targeted ROI while
engaging with only a fraction of your
customer base
Customer Segmentation: Target groups
effectively by identifying who your
customer is, what they are buying, how
do they buy and at what time
Market Basket Analysis: Discover
opportunities like product bundling, cross
selling, and decide shelf adjacencies by
designing a relation between Customer ID
and Transaction ID
Preconfigured Solution built
for Retail
40 Key Performance
Indicators
Role Based Dashboards
Predictive Analytics Capability
Intelligent Guide - Root Cause
Analysis
Online Analytical Processing
(OLAP) features with Multi-
dimensional drill downs
Interactive Visualization with
Graphical Charts
Campaign ROI
Direct Mailers
Coupons
Social Media
Instore Events
Advertising
82.85%
66.61%
51.65%
48.27%
19.17%
Top Campaigns by Response (Top 5)
Campaign Budget Campaign CampaignCost ROI
Advertising Coupons Direct
Mailers
Instore
Events
Internet Social
Media
1,000
2,000
3,000
Campaign Budget Vs Cost Analysis
This solution has been built on the QlikView platform and can be easily integrated and bolt onto other Business
Intelligence frameworks as well.
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For more information please contact: marcom@zensar.com
Zensar Technologies is among the top 20 technology and software services providers from India. Zensar's industry
expertise spans across Manufacturing, Retail, Banking Financial Services and Insurance. With over 6500 associates and
presence across US, UK, Europe, Middle East, South Africa, Singapore, China and Australia, the Company delivers
comprehensive services for mission-critical applications, enterprise applications, infrastructure management, business
intelligence and analytics, CRM and Business Process Management.
Zensar Technologies
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