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Customer Analytics and Segmentation

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You know customer acquisition is the biggest cost your business undertakes. What if you want to identify and maxise opportunities in your current base? Effective segmentation allows you to create targeted campaigns.

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Applied Analytics ,[object Object]
Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object]
What is analytics? ,[object Object],[object Object],[object Object]
Basic Customer Scoring ,[object Object],[object Object],[object Object],[object Object]
Customer Scoring (contd.) ,[object Object],[object Object]
Recency ,[object Object],[object Object],[object Object]
Frequency ,[object Object],[object Object]
Monetary ,[object Object],[object Object]
Cross and Up-selling ,[object Object],[object Object]
Advanced Techniques ,[object Object],[object Object],[object Object],[object Object]
Latency ,[object Object],[object Object],[object Object],[object Object]
Customer Lifetime/Lifecycle Value ,[object Object],[object Object],[object Object]
Trigger Marketing ,[object Object],[object Object],[object Object]
Customer Value Portfolio Potential Value Current Value Low potential value High current value Grow these customers Low potential value Low current value Spend money here? High potential value Low current value Grow these customers High potential value High current value Keep these customers! # Sales > 180 Days 91-180 Days 61-90 Days 31-60 Days < 30 Days > 25 Sales 12170 543 121 169 2053 10-24 Sales 7905 432 71 73 1452 4-9 Sales 4433 299 32 58 817 3 Sales 569 57 0 15 173 2 Sales 617 51 2 10 143 1 Sale 382 33 6 7 128
Summary ,[object Object],[object Object],[object Object],[object Object]

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Customer Analytics and Segmentation

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  • 14. Customer Value Portfolio Potential Value Current Value Low potential value High current value Grow these customers Low potential value Low current value Spend money here? High potential value Low current value Grow these customers High potential value High current value Keep these customers! # Sales > 180 Days 91-180 Days 61-90 Days 31-60 Days < 30 Days > 25 Sales 12170 543 121 169 2053 10-24 Sales 7905 432 71 73 1452 4-9 Sales 4433 299 32 58 817 3 Sales 569 57 0 15 173 2 Sales 617 51 2 10 143 1 Sale 382 33 6 7 128
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