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Loyalty Analytics - How to Get the Most out of Your Customer Data
Transcript of Loyalty Analytics - How to Get the Most out of Your Customer Data
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
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
Monetary Customer life-time value Different
a group Predict customer potential / LTV
Help to migrate from one tier to another Up-Selling Cross-Selling Market Basket Analysis
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
Enhanced communication across all touch points
Improved consumer experience For customers For companies Reduced acquisition costs
Improved retention rates
Higher share of wallet
Lower marketing costs
Higher ROI CEO
Tel: +86 (0)21 6352 3586
Mobile: +86 156 1858 6003
LinkedIn group: "Customer Analytics in Asia Pacific" Dr. Olivier Maugain Thank you for your attention Attitudinal Customer Retention