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Customer Analytics in Retail - Applications, Benefits, ROI

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Olivier Maugain

on 15 July 2016

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Transcript of Customer Analytics in Retail - Applications, Benefits, ROI

Customer Analytics in Retail
Applications, Benefits, ROI
Current
Challenges
Meanwhile...
Data Explosion
What is (predictive)
Analytics?
Applications
Benefits
Case Study: ROI
Objective
Create exclusive shopping experience

Sustain customer satisfaction

Protect customer loyalty

Increase share of wallet

Optimise use of sales resources
POS system
CRM
Web
Social
Mobile
"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 segmentation
Customer Profiling
Cross-selling
Convey the right message...
To the right customer...
At the right time...
Through the right channel...
With the right content
Dear Ms. Guo,

As an esteemed member of our VIP Beauty Club, we would like to invite you to the opening of our flagship store on Huaihai Lu next month.
For customers
Better understanding of needs
Improved shopping experience
Enhanced communication across all touch points
For retailers
Higher share of wallet
Improved retention rates
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
ROI Case Study:
Campaign Optimisation
Objective:
Reduce
the number of ads (or targets) of a marketing campaign in order to improve its
efficiency
Assumptions:
- Number of ads sent: 1'000
- Cost of each ad: 100 RMB
- Value of a positive response: 1,000 RMB
- Random selection of targets
Results
(Random Selection)
Response rate: 10.0%
-> Number of positive responses: 100
-> Revenue generated: 100'000 RMB

Cost of campaign: 100'000 RMB
->
ROI
of the campaign:

0.0%
Results
(Using Analytics)
- 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
-
ROI

of the campaign:

35.0%
- Cost savings:
40'000 RMB
Full transcript