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Loyalty Analytics - How to Get the Most out of Your Customer Data

4th Customer Loyalty Asia Programme and CRM Summit, 25th September 2012
by

Olivier Maugain

on 24 September 2012

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Transcript of Loyalty Analytics - How to Get the Most out of Your Customer Data

How to Get the Most out of Your Customer Data Loyalty Analytics Explosion of
CRM Data Transaction Demographic Digital What is Analytics? "The process of discovering meaningful knowledge (e.g. correlations, patterns and trends) by sifting through large amounts of data stored in repositories, using statistical and mathematical techniques." Helps managers to predict what’s going to happen in the future (as opposed to conventional Business Intelligence, which is about explaining the past and the present) Customer Acquisition Applications of Analytics
in the
Customer Life Cycle Customer Development

Customer Retention Profiling Segmentation Who behaves in what way? High / Medium / Low Value?
Loyal / "itchy feet"
Will respond to campaign yes/no? Customer Development RFM Analysis Recency
Frequency
Monetary Customer life-time value Different
between
groups Similar
within
a group Predict customer potential / LTV
Help to migrate from one tier to another Up-Selling Cross-Selling Market Basket Analysis
Product recommendation
Product bundling Benefits Convey the right message To the right customer At the right time Through the right channel With the right content Dear Mr. Fiennes,

As an esteemed and engaged member of our Frequent Flyer Club, we would like to upgrade your status to "Gold Member".

Qantas Service Team Better understanding
of needs

Enhanced communication across all touch points

Improved consumer experience For customers For companies Reduced acquisition costs

Improved retention rates

Higher share of wallet

More revenue

Lower marketing costs

Higher ROI CEO
SPSS China
Tel: +86 (0)21 6352 3586
Mobile: +86 156 1858 6003
Email: maugaino@spss.com.cn
LinkedIn group: "Customer Analytics in Asia Pacific" Dr. Olivier Maugain Thank you for your attention Attitudinal Customer Retention
Full transcript