turns your customer data into customer
knowledge.
Provide your business with direct marketing
tools that facilitate positive customer interactions through more targeted,
relevant, and timely communications.
Data
Warehousing
Product-centric
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Customer-centric
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Customers
appear in multiple product silos |
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The
customer is the primary record identifier |
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There
is no linkage among disparate files |
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Linkage
among different databases are based on the customer |
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No
overall customer views |
» |
Business-wide
views for customer |
You
can spend significant time and money developing and maintaining a customer
database that may not deliver your marketing information needs. A customer-centric
view of the data delivers one complete customer view across all information
systems.
Market Intelligence Group can build and maintain customer databases for you.
Data Mining
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» |
Move from
mass marketing to target marketing. |
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» |
Develop
customer communications that talk specifically to business needs and customer
profiles. |
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Provide
a complete customer view across all products and business units. |
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Develop
like-minded customer segments that make marketing sense, operational sense,
and are manageable. |
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Understand
why not all customers are equal. |
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Develop
retention programs that focus on high value customers. |
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» |
Focus
marketing resources where they can be most effective. |
By analyzing
customer data, the following questions can be answered.
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» |
What is
the profile of a typical customer? |
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How do
my customers differ from one another? |
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Which
of my products/services are most profitable? |
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Who are
my most/least profitable customers? |
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Who are
my best customers? |
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What
are the products purchased by my "best" customers? |
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Where
can I find more "best" customers? |
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What's
the right product or service for each customer? |
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What is
the right product bundle? |
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How
much incremental profit will we derive from each customer? |
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What is
each customer's lifetime value? |
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Customer
churn |
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not all
churn is bad |
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how can
I minimize? |
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how can
I predict churn and understand drivers? |
Models
Statistical
models scientifically refine market segments from big to small, and are the key
to moving from mass to target marketing. In essence, these models assign
weights and values to both positive and negative customer traits, and emerge
with a mathematical picture of what makes a good customer. There are a variety
of models that can be
developed:
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» |
Response
models predict the prospects that are most likely to respond and greatly
improve prospecting efforts. |
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» |
Churn models
detect your most vulnerable customers that are likely to defect. |
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» |
Revenue
models predict the customers who will provide greater return or investment. |
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Value
models help you understand why some customers are more valuable than others. |
Database
Marketing
Database
marketing allows you to communicate with your customer from a basis of customer
knowledge. Armed with better information, you can enhance far more than direct
mail programs.
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» |
Speak directly
to the customer, communicating product benefits differently to different
customer segments. |
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» |
Customizing
messages for best results. |
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Increase
the likelihood that customers will respond to offers. |
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» |
Accurately
predict the success of a particular marketing program. |
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Successfully
cross-promote products. |
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Understand
how many times a prospect should receive a promotion before being removed. |
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» |
Improve
your timing in contacting customers. |
Market
Intelligence Group provides turnkey management of traditional direct marketing
campaigns, including:
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» |
Direct
mail |
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» |
Opt-in
email campaigns |
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» |
Campaign
response analysis |
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Telemarketing |
Marketing
Program Metrics
Virtually every program we deploy can be
tracked and measured. Unlike many marketing programs that rely on expensive
awareness studies or "intuition" to know if you are impacting your
audience, Market Intelligence Group can give you concrete metrics, verifying
that our efforts are moving the dials. We continually monitor and track the
trends in your customer portfolio (customer base) against your goals measuring
things such as:
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» |
response
rates |
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» |
cost
per response |
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» |
customer
lifetime value (ltv) |
Many of our
clients are trying to affect a change in "portfolio behavior" - or
what their customers are doing, such as:
|
» |
are customers
defecting? |
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» |
are
customers purchasing high value or low value products? |
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» |
are
customers purchasing frequently enough? |
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» |
are
there too many "bad" accounts? |
In addition, you
may want to affect a change in "portfolio composition" - or what your
customer base looks like, such as:
|
» |
raising
or lowering median age |
|
» |
shifting
customer median income |
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» |
shifting
industry mix |
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» |
shifting
level of customer technological sophistication |
Market
Intelligence Group can work with you to set goals - whether response goals, or
changes in portfolio behavior and composition, and give you concrete
verification that your marketing efforts and expenditures are moving the dials.
Email
Marketing
Market
Intelligence Group can provide turnkey management of your email marketing
program, including:
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» |
list
research |
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» |
list procurement |
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» |
opt-in
email lists |
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» |
list
management |
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» |
campaign/message
launches |
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» |
list
segmentation and message segmentation |
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» |
response
tracking |
Customer
Profiling
A customer
profile is a tool that allows marketers to better target their products and
services. A profile begins with a complete analysis of your customers based on
a large number of demographic or firmographic characteristics and lifestyle
traits. The analysis will look for the most prevalent and significant factors
that are present in the customer file. The profile information then simplifies
the process for identifying new prospects for future mailing lists and
telemarketing initiatives. The tool can also be used to identify new markets
with high potential.
You can use customer profiles to target your direct mailing or telemarketing
to:
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» |
Select
targeted mailing lists/telemarketing lists based on the profile information. |
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» |
Identify
which magazines to advertise in. |
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» |
Identify
new markets (for product roll-out) that have been neglected. |
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» |
Aid
product development and expand market appeal. |
Steps
involved in the process:
|
» |
We will
need a copy of your sales database where all names and addresses are included
in the file. |
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» |
We will
perform an address check to insure that the correct addresses are on file and
identify the bad address records. |
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» |
We will
match your sales file with demographic information. |
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» |
The
demographic information is then used to generate the profile information. |
Deliverables:
|
» |
A
written report with a demographic description of either one or more segments
in your customer database. |
|
» |
Identification
of key demographic attributes that will be used for selecting and prospecting
new households for telemarketing. |
Market
Segmentation
Every marketer knows that not all
customers are equal. Segmenting customers into manageable groups makes
marketing sense from both a management and operational perspective. But what
actually makes customers partition into those segments often is a mystery
locked deep within your customer data. Those segments might be predefined, where
you already know how your customers group together. Or segmentation may require
some high tech detective work, where we immerse ourselves in your customer
files and let the data speak to us. Either way, Market Intelligence Group
deploys sophisticated statistical tools to break your customer base into
manageable segmentation schemas. These tools include:
|
» |
data
mining |
|
» |
SAS
programming |
|
» |
cluster
analysis |
|
» |
CHAID |
You can segment
your customer base by:
|
» |
life-stage
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|
» |
along product
lines |
|
» |
level
of technology usage |
|
» |
channel
preferences |
|
» |
According
to the overall value to your business |
Contact Us
Please feel free to contact us with any
questions that you may have about our services and capabilities. We will
respond to your questions as thorough and promptly as possible.
Market Intelligence Group, llc
119 East Court Street
Cincinnati, Ohio 45202
Robert Migliara
|
voice:: |
513.333.0345 |
|
internet:: |
Jeff Ahrnsen
|
voice:: |
513.333.0710 |
|
internet:: |
Michael W Cristiani
|
voice:: |
513.333.0345 |
|
internet:: |