If you’ve ever asked questions like…
- What do my Customer's Look Like?
- In which market segments are they over- and under-represented?
- Who are my best customers?
- Which prospects look like them?
- What customers/prospects should I include in my next marketing campaign, based on their likelihood to respond?
Entiera Analytic Services can help. Our team of marketing experts and PhD statisticians provides sophisticated analytic and modeling services to answer the tough questions, and improve performance, reduce costs, and minimize risk throughout the marketing process. With hundreds of client engagements, we’ve worked with Business to Business (B2B) and Business to Consumer (B2C) marketers in nearly every segment.
Segmentation
Not all customers are created equal. Entiera can segment your customer list into discrete clusters that look and act alike. Segmentation also helps differentiate a customer’s importance to your business. How would these insights influence how you market to, and provide customer service for, your clients? An example of a customer segmentation created for a marketer of entertainment products is shown below. Significant differences in demographics, buying behavior, and lifetime value exist between the segments. The segments provide insight which can be used to plan and implement effective campaigns.
Predictive Modeling
In an era of rising costs, doing more with less is the marketer’s mantra. Predictive modeling can improve the results of your marketing campaigns by identifying the prospects and customers most likely to respond or buy. It can be used for customer acquisition, retention, cross-sell and upsell programs.
Predictive models leverage the Entiera Marketing Universe, as well as the results of your prior campaigns, to create a mathematical equation used to score each prospect’s or customer’s likelihood to respond or buy. The best records, defined by the highest raw score or percentiles, are then selected for the campaign. Modeling often boosts response rates 20-40% over control cells, allowing you to mail less for the same results or generate more response volume at the same cost.
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