- The client, a multi-national fast food company, was struggling to achieve their marketing ROI goals. Their campaigns were not effectively targeting customer segments. - Cequity analyzed the client's customer data to identify micro-segments within broader segments based on spending patterns, menu preferences, and coupon usage. - Armed with insights into these micro-segments, the client could design tailored marketing campaigns to maximize ROI by targeting each micro-segment effectively.

1. Case Study
Capturing the preference
pattern of micro-segments
within customer segments
Designing a multi-prong
strategy to obtain maximum
ROI from marketing campaigns
Client: A multi-national fast food
joint

2. Summary
• Our client was having problems in identifying the customer
Business segments and so the campaigns designed were not meeting with
the expected level of success.
Objective • It was looking for ways to capture trends within each segment so
as to address each identifiable pattern accordingly.
• Cequity identified the broad segments according to the vintage
• Within each of these segments , it found out patterns with respect
to spend, activity, menu items, coupon utilization
Solution • Crystal clear picture emerged out of these micro-segments which
formed the foundation of client’s efforts to build effective
campaigns.
• Our client had the liberty to design campaigns literally keeping in
mind profile of each customer within each micro-segment.
• As a by-product of the analysis , our clients got a definite picture of
Results the gap between low-value and high-value customers & designing
special packs to migrate members form the former block to the
latter one.

3. Business Objective
Our esteemed client was finding difficulty in achieving the targeted
ROI in marketing campaigns. Budget was being spent, but still if
suffered acutely from attrition of its vintage customers.
At the same time the fast food industry was performing fabulously,
so there was all the more incentive for our client to partner with
Cequity to get quantifiable business value through our ‘analytics
managed services’ model.
We helped our client to harvest the mounds of data from loyalty
system to reap bumper crops by providing jumpstart for Business
Managers to analytics.
The Results were:
identify promos for each campaigns to make them more profitable
Sales forecasting
Dashboard & Scorecard generation

4. Solution – Finding out micro segments
Effective
The technical proficiency & domain knowledge of campaigns for
each of these
Cequity were instrumental in segmenting the identified micro-
segments
customers effectively.
Increasing order of recency
Recently Acquires:
Vintages: Customers
Customers who have New-Bies: Most recent
who have joined long joined before a specified acquisitions of our client
ago time period
Decreasing order of value
High
Hi-Value Potential
Value
Low-Value Value
Growable
Builder
•Increasing
spend
•Decreasing
Spend Frequency
Thrifty
Builder
Fence- Thrifty
sitters

5. Solution – Finding out micro segments
Effective
The technical proficiency & domain knowledge of campaigns for
each of these
Cequity were instrumental in segmenting the identified micro-
segments
customers effectively.
Increasing order of recency
Recently Acquires:
Vintages: Customers
Customers who have New-Bies: Most recent
who have joined long
Decreasing order of value
joined before a specified acquisitions of our client
ago time period
High
Hi-Value Potential
Value
Low-Value Value
Growable
Builder
•Increasing
spend
•Decreasing
Spend Frequency
Thrifty
Builder
Solo
Variety Single Decreasing
Connoiss Fence-
Seekers Favorite Favorite
Thrifty
eur
sitters

6. Solution –Campaigns Design
Vintage Low Value
Recently Acquired New-Bies
Decreasing Spend
Variety Seekers Potential High Value
Give them Offers to improve their Should be nurtured; every effort to
Retention campaigning should be
variety, For e.g.: “Domino’s New retain them through special
done with them
Taste of the Week Offer !!” privileges, birth-day offers, etc
Solo Connoisseurs Growable Value Builder
Give them Offers to promote their
Need to pushed through frequency Campaigning should be done to
choice, For e.g.: Discount Coupon
builder campaigns increase frequency.
for 3 same pizza over a month !! ”
Single Fav Thrifties Frequency Builder
To make them spend more sell Campaigning should be done to
Campaigns to make them taste
large baskets increase spend.
other dishes
Decreasing Fav Fence Sitters Thrifties
Their favorite item is not able to Need frequent communication;
bring them frequently so give Push campaigns
them Offers to try new items.

7. Results
Campaign
development,
execution and
tracking
Model development &
Micro-segmentation
Increasing
Train of thought
return on
analysis, training &
Targeted marketing
consulting
Campaigns investments
Actionable
Integration
Drill Down
of Data
Analysis
Single
Customer
View

8. Results
Campaign
development,
execution and
tracking
Model development &
Micro-segmentation
Increasing
Train of thought
return on
analysis, training &
Targeted marketing
consulting
Campaigns investments
Actionable
Integration
Drill Down
of Data
Analysis
Single Quantification
• Increase Active • Sa l es forecasting
Customer ba s e • Promoti on
• Bra nch Analysis
View • Better effectiveness and
• Bra nch
understanding of opti mization
performance
cus tomers
s corecard
Trends Analysis &
generation
Segmentation
decision making

9. Thank you
Customer Equity Solutions Pvt. Ltd.
Worldwide Offices
INDIA USA
Mumbai Office: 105-106, 1st Floor, Chicago Office: 626,
Anand Estate, 189-A, Grove Street, Evantson, IL
Sane Guruji Marg, Mahalaxmi, 60201
Mumbai-400 011
Phone: +91 22 4345 3800
Fax: +91 22 4345 3840
www.CequitySolutions.com