4. Acquisition Analytics
• Start from prospects
• Goal: better ROI
• Same budget more conversions or
• Lower budget same conversions
• Solutions
• Response models, Conversion models, Funnel analytics
• Leading bank increases mailer response rate from 4% to
19%
6. Usage Analytics
• Different strokes for different folks
• Behavioral Segmentation
• Parameters for segmentation that reflect useful behaviour
• Watchout: Demographic segmentation is useful in product design,
rarely in usage
9. X Sell and Upsell Analytics
• right product to the right customer at the right time
using the right channel
• Selling to existing customers is far easier than
selling to new customers
• Incoming channels make for better campaigns
• Examples: Bancassurance, beer and diapers
• Solutions: Market Basket Analysis, X-Sell
modeling
10. Xsell and Upsell in action
Product Details
Product DetailsXSell
Upsell
11. Retention Analytics
• Leaky funnel
• Different definitions of attrition
• NUNP, Dormancy, Inactive
• Early warning signals
• Example: Attrition models: Photo card
13. Advocacy Analytics
• Member get Member
• Reviews are powerful, even with strangers
• Solutions: Sentiment analysis, Social Listening
14. Sentiment Analysis has
multiple benefits
Source: Slideshare: How Do Users Like This Feature? A Fine Grained Sentiment Analysis of App Reviews (RE2014 Paper)