Strategic customer analytics (SCA) is a global team of experts that uses advanced analytics techniques to provide strategic recommendations to clients. SCA has expertise in areas like predictive modeling, text mining, and conjoint analysis. The team is located across 6 hubs and leverages the analytics capabilities of the PwC Analytics Hub. SCA helps clients upgrade their capabilities in areas like pricing, marketing, and sales analytics. Recent projects include price and pack optimization, on-premise activation strategies, and building an insights capability.

1. Strategic customer
analytics
Introducing SCA
December 2015 Discussion document

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Strategic customer analytics is a broad-based,
industry-leading capability
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Dedicated team of experts Our global reach A multi-disciplinary view
Access to best practices Focus on organization enablers
SCA has deep expertise in applying
advanced research and analytics
techniques
• Propensity modeling
• Artificial neural networks
• Advanced cluster analysis
• Market basket analysis
• Text mining
• Conjoint/discrete choice
• Purchase intent models
• Agent-based models
We are a network of experts located in 6
hubs across the globe
Understanding of the linkages
between Insights and rest of Sales &
marketing disciplines
A vast set of best practices in analytics
documented with multiples clients
Experience and proven success
building sustainable capabilities by
addressing all critical component of the
operating model
London
AmsterdamNew York
Sydney
Los Angeles Mumbai
Consumer insight
Sales
GTM
Mkt
Brand
Digital
Promotions
Incentives Metrics TI Org

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We leverage the deep capabilities of the PwC Analytics Hub
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PwC Analytics Hub remit and priorities
Data
Services
Analytic
Apps
R&D and
Innovation
Marketing &
Branding
Acquisitions
& JBRs
Analytics &
Data
Capabilities
Industry
Depth
Perspectives/
Propositions
PwC
Analytics Hub
Perspectives/Propositions
Specifying target problem domains and
buyers for global data and analytics
offerings
Analytic Apps
Providing power in the market with
portfolio of 15 Apps and growing
Data Services
Defining the data services architecture
required to support global data and
analytics offerings
Industry Depth
Sectorizing the Hub model to build
Sector – specific knowledge in the Hub
R&D and Innovation
Pursuing innovation initiatives with
Analytics Innovation Accelerator,
exploring digital distribution
w/Analytic Apps Marketplace
Acquisitions and JBRs
Defining priority focus areas for
acquisitions and JBRs to accelerate
growth and expand breadth of capabilities
Marketing & Branding
Recognized as a leader in
industry Analyst studies and
building awareness and credibility
through thought leadership
Capabilities & Capacity
Hiring resources with deep Sector
expertise and strong analytics
backgrounds
The Hub consists of a worldwide team of over 10 Partners, 25 Directors and 200 Staff

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SCA provides a bridge between advanced analytics
and strategy…
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Cluster
Analysis
Logistic
Regression
Anomaly
Detection
Splines &
GAMs
Generalized
Linear
Models
Support
Vector
Machines
Market &
Media Mix
Modeling
Principal
Components
& Factor
Analysis
Agent-
Based
Models
Text
Mining
Classificatio
n
&
Regression
Trees
Web
Analytics
Survival
Analysis
Voice of
Customer
Analytics
Artificial
Neural
Networks
Social
Media
Analytics
Conjoint
Analysis
Association
Rules
Integration of analytics
& strategy
• Tight alignment between
business objectives and
analytical findings leads to
practical, implementable
recommendations
• Increased likelihood that the
organization will embrace
recommendations and take
action
• Analytical outputs remain
relevant and continuously
inform marketing, pricing and
product decisions
• Analytics are baked in to
the day-to-day decision
making process

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…and helps companies upgrade essential capabilities
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ILLUSTRATIVE
Pricing analytics Pricing playbook
Processes/decision rights KPI/dashboards
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
1 4 7 10131619222528313437404346495255586164677073767982
Incremental Base
Pricing
Governance
Analytics –
Top support
topics
Service
request on
selected
topics
Content
Creation
Localization
(as applicable)
Content
Gap
Analysis
-
Recommend
ations
English
Impl. &
publishing
Country
roll-outs
Editorial forum approves
recommendations
Heads up for localization & publishing
Measure effect
Operative
measurement
- Focus
Other
channels (e.g.
KICS, discussions)
Recommendations to
other forums (concept,
corporate comms,
product & service
programs)
Notification
to Contact
Centers
Immediate fixes

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SCA’s expertise spans fundamental customer-oriented topics,
leveraging Big and Little data
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SCA
Consumer
insight
• Qualitative
• Quantitative
– H4G
– Value
Proposition
– Segmentati
on
Marketing
analytics
• Marketing Mix
Modeling
• Demand
Forecasting
• Pricing
Sales analytics
• Trade
Promotion
• Assortment
• Genesis
Market
Simulator
Customer
insight
• Campaign
Response
• Purchase
Propensity
• Segmentation
& Profiling
• CLV
• Market
Basket
• Churn
Modeling
Digital
analytics
• Web Analytics
• Social Media
Monitoring
• Unstructured
Data Mining
Big data
• Business
Case
Development
• Technology
Architecture &
Advisory
• Data Analysis
in Hadoop
Environment
Data Complexity

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Examples of recent work (1 of 3)
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Client Topic Description
Leading Food
Manufacturer
Price-Pack
Architecture
• Developed price ladders and identified PPA opportunities
• Using Genesis, simulated a variety of scenarios involving product
intros, redesigns and pricing by both Client and competitors
• Optimized client’s brand-price-pack architecture with quick wins (new
pack types) and refreshed innovation pipeline aligned with company
strategy/capabilities and consumer preferences
Leading Beverage
Company
On-Premise
Activation
• Designed and fielded a custom quantitative study of beverage
consumption in four markets
• Unified consumer, venue and need-state segmentation studies to
provide integrated view of consumption behavior and opportunities
• Statistically derived most significant activation levers associated with
“switching” and purchase behavior
• Prioritized activation opportunities consistent with Client’s strategic
imperatives and created tailored roadmaps for local markets
Consumer Products
Manufacturer
Price-Pack
Architecture
• Identified a set of viable scenarios developed collaboratively with
marketing, product engineering and sales to turnaround an
eroding business
• Evaluated the scenarios via an advanced market simulation model
(Genesis) combining consumer preference and market data
• Defined the product renovations (pricing and features) required to
drive growth in a two-tier consumer market seeking either better value
or differentiated premium benefits

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Examples of recent work (2 of 3)
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Client Topic Description
Top 5 National
Broadband
Provider
Portfolio
Diversification
• Developed and tested disruptive premium service offerings
• Leveraged primary research and Genesis platform to model segment
take rates, revenue, and profitability for all concepts
• Recommended 3 core strategies including price optimization
Leading Snack
Food Manufacturer
Insights Capability
Building
• Designed a best-in-class proactive market insights capability aligned
to winning ways-to-play
• Redefined key business processes, proposed new and expanded
insights organization, recommended innovative Big and Little data
techniques for strategic insight generation
• Developed implementation roadmap for near-term wins and longer
term vision
Pharmaceutical
Company
Igniting Growth
Strategies
• Reengineered go-to-market strategy for under-performing, but new
high-profile prescription drug
• Mined existing client data and complemented with custom primary
research generating deep insights on the value chain
• Partnered with executive leadership to build a comprehensive plan
based on thorough understanding of end-to-end patient journey,
enhanced physician segments, and optimized tactics

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Examples of recent work (3 of 3)
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Client Topic Description
Leading US
Drugstore Chain
Customer
Experience
• Supported a complete redesign of the retailer’s customer
experience platform
• Mined transactional data and conducted large surveys to identify key
service needs for critical segments
• Helped implement a series of “quick wins”
Top 4 Media
Company)
Enterprise Analytics
Capability Building
• Prioritized critical use cases
• Evaluated current technology and talent infrastructure and
identified gaps
• Recommended Capex and Opex investment levels and
implementation roadmap
Luxury Retailer Segmentation and
Pricing
• Did competitive analysis of client’s products and pricing and pointed
out key deficits in the consumer value equation
• Conducted consumer segmentation based on style preferences and
willingness-to-pay
• Client launched upgraded merchandise lineup targeted at most
promising segments
Global Food
Manufacturer
Merchandising and
Promotion
• For a major account, used store-level data to segment stores for
tailored merchandizing and assortment
• Identified price thresholds and gaps to competitive products
• Instituted new pricing policies and promotion calendar