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Using customer analytics to optimise loyalty operations

Prezi for Customer Loyalty & FMCG Sales Support Conference, 29-30 November, Moscow
by

Karol Kuhl

on 19 November 2012

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Transcript of Using customer analytics to optimise loyalty operations

USING CUSTOMER ANALYTICS TO OPTIMISE LOYALTY OPERATIONS Thank You! Bystanders Enthusiasts Friends Fans Partakers EARN BURN A marketing platform A multipartner loyalty scheme digital print mobile A data generator





167 weeks
11m cards
367m transactions
37b points earned
19b points burned What is
PAYBACK? Socio-demographics Dr Karol Kuhl, PAYBACK Poland K-means clustering Let the data speak for itself:
>7m observations
>100 variables Simplified classification rules...
...allow regular updates and monitoring Bystanders Enthusiasts Friends Fans Partakers PAYBACK strategic segmentation Number of Partners Engegement in Programme promo points last 3m and
coupon usage last 12m and
points redemption last 12m and
online activity last 12m and
>1 partner base points last 3m and promo points last 12m or
coupon usage last 12m or
points redemption last 12m or
online activity last 12m and
1 partner base points last 3m and promo points last 12m or
coupon usage last 12m or
points redemption last 12m or
online activity last 12m and
>1 partner base points last 12m and
>1 partner base points last 12m and
1 partner the marketing potenial Programme Engagement Ranking:
1. Enthusiasts
2. Fans
3. Friends
4. Partakers
5. Bystanders Total Annual Spend:
1. Enthusiasts
2. Fans
3. Friends
4. Partakers
5. Bystanders Positive attitude towards PAYBACK
1. Enthusiasts
2. Fans
3. Friends
4. Partakers
5. Bystanders Bystanders Partakers BTW: what is it? Friends Fans Enthusiasts kkuhl@wp.pl X Bystanders Enthusiasts Friends Fans Partakers recommendations:
challenging coupons increasing
frequency & average basket multipartner promotions
easy coupons
attractive offers
PAYBACK education - beginners level standard coupons increasing
frequency & average basket
PAYBACK education - intermediate level recommendations:
multipartner promotions
standard coupons increasing
frequency & average basket
PAYBACK education - intermediate level easy coupons
attractive offers
PAYBACK education - beginners level results:
% stable +/-
customer value + results:
% stable -
customer value +/- results:
% stable +/-
customer value + results:
% stable -
customer value - results:
% stable -
customer value +
Full transcript