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Campaign Pack for Retail

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Introduction
Campaign pack is a collection of solutions created for Retail Marketing Managers to help them develop, execute, track and analyze campaigns more effectively
What is Campaig n Pack

Campaign Pack

Why use Campaig n Pack

Campaign pack contains solution for all the phases of campaigning right from analytical models based campaign list generation for different customer segments to automated execution and tracking to analytics driven insight generation on post-campaign performance

Benefits

• Its strength lies in highly simplified result delivery mechanism supported by a very robust data and analytics engine • The modeling factory platform allows the solution system to churn a large number of models in very short time making it highly scalable • It hides the marketing manager from all the data complexities and straightway brings to him the target customer lists and insights through simple automated reports (completely integrated with MS-Excel) 2

Campaign Pack: Components
Campaign Manager Campaign List Generator
This is a propensity modeling solution. It helps to identify potential responders for a particular campaign Generates probability scorecards for all customers and then selects the top deciles Campaign Manager is a dynamic solution, enabling enterprise-wide integration of customer management strategies through the power of seamless event-driven marketing It has large scale databases and employs multiple communications and customer contact channels, including direct mail, email, SMS, point of sale, call centre, branch and dealer, as well as internet.

Campaign Analyzer
Analyzes the post-campaign performance. Generates comparison snapshots of performance across different channels, customer segments, time and geography Generates automated reports completely integrated with MSExcel

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Solution Framework
Customer Demographic Data
Data Audit
Campaign Lists

Transaction History
Data Enrichment

Campaign List Generator Campaign Manager

Automated Reports

Campaign Data

Derived Variables Addition

Insights

Campaign Analyzer
MS-Excel Integration

Loyalty Data
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Campaign List Generator
It’s a propensity modeling solution. It generates the probability of customers to respond and identifies the parameters which influences response.

Dividing the data into modeling set and validation set

Defining target variable (customer who responded to similar campaign in past)

Model Development

Probability scores of each customer to respond to the festival

List of variables or characteristic s which define the probability of a customer to respond

Model validation

Scoring of new customer base

Propensity scorecard for the campaign

‘Modeling Factory’ platform helps to generate the models for every campaign in very short time

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Campaign Manager
It is a highly efficient, modular and flexible application that integrates all of the data and services necessary to develop, execute and track campaigns. It combines fast access to constantly enriched detailed customer level data and high volume transactions, consolidating customer insight and interactions across all channels of communication.

• Allows deliver simple to complex multi-stage, multi-wave campaigns • Integrates easily with all of all kinds of databases and flat files • Rapid implementation and integration to existing business systems, leveraging existing investments in IT • Support for all marketing campaigns including above and below the line • Allows local marketing teams to subscribe to central marketing campaigns and deliver them to local audiences • Storage of campaign creative and documentation • Campaign rules, for example, next best action, can be easily defined and delivered through all marketing channels • Configurable reports on campaign effectiveness, budget, costs and marketing ROI • Automatically refreshed reports, scorecards, indexes and campaign lists • Complete integration with MS-Excel

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Campaign Analyzer
Insights generated Performance comparison of different customer segment Comparison of sales with previous year performance Comparison of sales and number of visitors across different channels Distribution of purchase value bands before and after campaign Performance comparison of different stores in terms of sales and number of visitors Distribution of average ticket size before & after Geography-wise comparison (zone-wise, city-wise) Sale distribution of items under offer Channel-wise performance comparison Email category comparison for response rate and click rate
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Campaign Analyzer: Snapshots
Sales and number of visitors per day

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Campaign Analyzer: Snapshots
Store wise average ticket size and growth

4,000 3,500 3,000

20% 15% 10% 5%

2,500 2,000 1,500 1,000

0% -5% -10% -15% -20%

500 -

-25% -30%

Ticket size

Growth in ticket size

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Campaign Analyzer: Snapshots
Store wise Comparison – Number of visitors and sales
Thousands Hundreds

30,000

120

25,000

100

20,000

80

15,000

60

10,000

40

5,000

20

0

-

2007 Sales

2008 Sales

2007 -Number of customers

2008 -Number of customers visited

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Campaign Analyzer: Snapshots
Lag effect of e-mailer sent
450 400 350 2,500 300 250 200 150 1,000 100 50 0
2-Oct 3-Oct 4-Oct 5-Oct 6-Oct 7-Oct 8-Oct 9-Oct 10-Oct 11-Oct 12-Oct 13-Oct 14-Oct 15-Oct 16-Oct 17-Oct 18-Oct 19-Oct 20-Oct 21-Oct 22-Oct 23-Oct 24-Oct 25-Oct 26-Oct 27-Oct 28-Oct 29-Oct 30-Oct 31-Oct 1-Nov 2-Nov

3,500

3,000

2,000

1,500

500

-

Note:

line indicates Weekend

Number of customers visited

Ticket size

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About Cequity
CEQUITY is a “marketing automation & analytics” firm combining tier 1 advisory skills with a highly qualified and world-leading analytics engine delivered in an OnsiteOffshore model

We help organizations • Manage data present across different data silos • Reduce dependency on IT and give more power in the hands of marketing managers to be able to perform train-of-thought analysis and generate insights from their data • Build analytical models and scorecards on their data to identify right target segments for campaigning • Develop , execute and manage campaigns to show ROI generated

We bring our strong domain, data and analytical expertise through specialized solutions to our highly satisfied and rapidly growing client list spread across Retail, Banking, CPG, Telecom, Travel, DTH and Insurance.

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www.cequitysolutions.com info@cequitysolutions.com
For the latest thinking in Analytics & insights on Customer management, check out our blog at http://blog.cequitysolutions.com/ 13