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White Papers
Marketing Planning
Increase the fact base of your marketing plans and reduce the application of judgment and opinion by using analytics for marketing planning. This white paper gives examples of the types of analytics that can be undertaken to support the development of marketing plans that fit with the strategic direction of your company and achieve business objectives.
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Customer Churn
Quantifying the impact of customer churn is vital in order to develop customer retention and loyalty marketing initiatives and minimize the future impact of customer churn. Analysis will provide initial insight and in some cases a predictive churn model may be required. An approach to investigating and managing customer churn for the business-to-consumer market is covered in this white paper.
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Customer Segmentation
If you make a product, have a service, market, or sell, customer segmentation is relevant and important. Customer segmentation gives you a better understanding of your customers and their relative importance to your business. It gives you the ability to differentiate business and marketing activities, communicate to your customers, and measure the effects. This white paper outlines a robust approach to developing customer segmentation.
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Customer Insight
Organizations have discovered that merging their market research department with their database marketing team has not necessarily led to a stream of insights that revolutionize their business. Customer insight is not just about merging departments but having the whole picture, visible to the whole organization. This white paper takes you through the building blocks involved with creating customer insight and common issues that get in the way.
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Data Strategy
In order to make informed marketing decisions access to data based information is a necessity. The components of a data strategy to support marketing through to implementation and on-going reviews are defined, together with things to look out for that can trip you up along the way. Data management issues, and how to address them, are the focus of this white paper.
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Knowledge Discovery
The term Knowledge Discovery refers to analytics which provide an understanding of your customers, so that opportunities can be capitalized upon and business challenges can be tackled. The greater insight gained through Knowledge Discovery directly influences strategic thinking and tactical initiatives. This white paper details the staged approach of the Knowledge Discovery process.
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Business Consultancy
Identifying opportunities is only half the battle. It is capitalizing on these opportunities that is the war! Sometimes your team needs a little boost to get the ideas flowing. Business consultancy sessions, or ‘Ideas Studios’, are a resource for ideas generation to plan and develop a solution to a business challenge you face.
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Market Research and Data Driven Marketing Integration
This white paper summarizes how market research and data driven marketing can effectively be brought together. Both are essential tools to meet the challenges that marketers face when trying to understand their market and to service their customers. The pros and cons of both methods are outlined followed by an approach to data fusion. Several methods are available to integrate market research and data driven marketing while retaining the fundamental, essential anonymity of individuals. These methods are illustrated through examples within businesses.
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Simply Averages
Average is a simple word with many meanings. This white paper is for marketers who are not inclined to pick up a book on mathematics but have information presented to them in averages. It is intended to equip people with knowledge that will increase their understanding of marketing analytics. It does not cover measures of spread such as ranges and standard deviation.
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Media Optimization
Businesses invest significant amounts of money into media, both above and below the line. Yet, they have limited visibility into how this spend affects new and existing customer activity. Wouldn’t you like to have more evidence of the effectiveness of your media before placing it? Media effectiveness and optimization work uncovers the relationships between media spend and selected business metrics, giving you valuable information to help guide your decisions.
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