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Customer Analytics in Retail - Applications, Benefits, ROI
Transcript of Customer Analytics in Retail - Applications, Benefits, ROI
Applications, Benefits, ROI
What is (predictive)
Case Study: ROI
Create exclusive shopping experience
Sustain customer satisfaction
Protect customer loyalty
Increase share of wallet
Optimise use of sales resources
"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
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.
Better understanding of needs
Improved shopping experience
Enhanced communication across all touch points
Higher share of wallet
Improved retention rates
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: