Marketing Analytics

In view of rapidly changing market dynamics, businesses need to utilize information

more efficiently. As markets in the emerging economies mature, there is urgent need
for utilizing and extracting maximum value out of data that is available and create
targeted strategies for improving the business and revenue.

Our Marketing Analytics Solutions enable you to identify customer segments that
pinpoint where value is created or destroyed. This enables you to more accurately
respond with potential products and services, thus creating additional opportunities.
Our implementation experience spans multiple industries in diverse economies
globally.

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Market Sizing
Increase your awareness of addressable market size for existing and new or soon-to-
be-launched products and services.

Our models have helped businesses identify:

Current customers
Potential customers and
Competing offerings
Our segmentation analysis uses several attributes including demographic, geographic,
attitudinal and behavioral data. We identify customer segments that have similar
needs and who demonstrate similar buyer behavior. This insight allows businesses to
target better, position their services appropriately, bundle services and provide more
personalized customer care thereby increasing overall customer profitability.
Acquisition Models
Increase the efficiency of your marketing campaign by dropping the lower predicted
responders and focusing on the higher predicted responders. We build acquisition
strategies to:
Identify prospects similar to your existing customers facilitating targeted
marketing
Increase your customer base with highly profitable customers
Create a consistent and consolidated view of each customer enabling
marketers to make irresistible offers
Our Revenue Estimation Models analyze trends of existing customers to
predict the revenues they will bring in
Develop campaigns based on past campaign experience to enable effective
spending
Customer Profiling
Helps marketers better understand the 4 W's of their customer base:
Who (buys what?)
What (do they buy?)
Where (do they make their purchases?)
When (are such purchases made?)
Our Solutions consider several parameters including demographic / firmographic
characteristics, lifestyle behaviors and purchase preferences. We develop focused
strategies to target customers and prospects that represent profitable and sustainable
opportunities.
Up-Sell / Cross-Sell
Our cross sell / up sell models have helped businesses
Identify which customers are most inclined to buy.
Predict "the next best product" for individual customers.
Lower acquisition costs and increase revenues.
Effectively target with the right product, at the right time and through the right
channel.
Campaign Analysis
Our Campaign Effectiveness Analysis creates manageable groups for targeted
marketing campaigns and provides the power to create better-targeted product offers
and product communications.

Our models have aided business to successfully:

Quantify the effect of each marketing activity
Plan an effective marketing calendar
Incorporate past campaign data (as applicable) to analyze effectiveness and
estimate ROI
Identify and profile the characteristics of responders and non-responders for
 more efficient targeting
Target only those customers with a higher propensity to respond thereby
maximizing response and bringing down campaign costs
Attrition Management
Increased competition due to globalization keeps businesses on their toes, forcing
them to constantly evaluate relationships with existing customers and formulate ways
to strengthening the bond further. Our Attrition Models are tailored to help marketers
understand the factors that influence customer churn which in turn allows them to
determine not only which customers are likely to leave, but also reasons behind
attrition. We use this analysis to formulate effective customer retention programs to
retain the best customers.