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Customer Analytics in Retail - A case study
Transcript of Customer Analytics in Retail - A case study
A case study
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
(as opposed to conventional Business Intelligence, which is about explaining the past and the present)
Convey the right message...
To the right customer...
At the right time...
Through the right channel...
With the right content
Better understanding of needs
Improved shopping experience
Enhanced communication across all touch points
Higher share of wallet
Improved customer retention
Lower marketing costs
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
ROI Case Study:
the number of ads (or targets) of a marketing campaign in order to improve its
- Number of ads sent: 1'000
- Cost of each ad: 100 RMB
- Value of a positive response: 1,000 RMB
- Random selection of targets
Response rate: 10.0%
-> Number of positive responses: 100
-> Revenue generated: 100'000 RMB
Cost of campaign: 100'000 RMB
of the campaign:
- Number of ads sent: 600
- Response rate: 13.5%
-> Number of positive responses: 81
-> Revenue generated: 81,000 RMB
- Cost of campaign: 60,000 RMB
of the campaign:
- Cost savings:
Similar within a group
Different between groups
Market Basket Analysis
High / Medium / Low Value?
Loyal / "itchy feet"
Will respond to campaign yes/no?
Who behaves in what way?
What kind of data?