capturing the preference pattern of micro-segments within customer segments

8/14/2019 Capturing the preference pattern of micro-segments within customer segments

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Capturing the preference

pattern of micro-segments

within customer segments

Client: A multi-national fast food

joint

Designing a multi-prongstrategy to obtain maximum

ROI from marketing campaigns

Case Study


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Summary

Our client was having problems in identifying the customersegments and so the campaigns designed were not meeting withthe expected level of success.

It was looking for ways to capture trends within each segment so

as to address each identifiable pattern accordingly.

Our client was having problems in identifying the customersegments and so the campaigns designed were not meeting withthe expected level of success.

It was looking for ways to capture trends within each segment so

as to address each identifiable pattern accordingly.

Business

Objective

Cequity identified the broad segments according to the vintage

Within each of these segments , it found out patterns with respectto spend, activity, menu items, coupon utilization

Crystal clear picture emerged out of these micro-segments whichformed the foundation of clients efforts to build effective

campaigns.

Cequity identified the broad segments according to the vintage

Within each of these segments , it found out patterns with respectto spend, activity, menu items, coupon utilization

Crystal clear picture emerged out of these micro-segments whichformed the foundation of clients efforts to build effective

campaigns.

Solution

Our client had the liberty to design campaigns literally keeping inmind profile of each customer within each micro-segment.

As a by-product of the analysis , our clients got a definite picture ofthe gap between low-value and high-value customers & designing

special packs to migrate members form the former block to thelatter one.

Our client had the liberty to design campaigns literally keeping inmind profile of each customer within each micro-segment.

As a by-product of the analysis , our clients got a definite picture ofthe gap between low-value and high-value customers & designing

special packs to migrate members form the former block to thelatter one.

Results


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Business Objec t ive

Our esteemed client was finding difficulty in achieving the targeted

ROI in marketing campaigns. Budget was being spent, but still if

suffered acutely from attrition of its vintage customers.

At the same time the fast food industry was performing fabulously,

so there was all the more incentive for our client to partner with

Cequity to get quantifiable business value through our analyticsmanaged services model.

We helped our client to harvest the mounds of data from loyalty

system to reap bumper crops by providing jumpstart for BusinessManagers to analytics.

The Results were:

identify promos for each campaigns to make them more profitable

Sales forecasting

Dashboard & Scorecard generation


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So lu t ion Find ing ou t m ic ro segm ents

The technical proficiency & domain knowledge of

Cequity were instrumental in segmenting the

customers effectively.

Vintages: Customers

who have joined long

ago

Hi-Value

Low-Value

Increasing

spend

Decreasing

Spend

Recently Acquires:

Customers who have

joined before a specifiedtime period

Potential

Growable

Thrifty

Fence-

sitters

New-Bies: Most recent

acquisitions of our client

High

Value

Value

Builder

Frequency

Builder

Thrifty

Increasing order of recency

Decreasingorderofvalue

Effective

campaigns for

each of theseidentified micro-

segments


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So lu t ion Find ing ou t m ic ro segm ents

The technical proficiency & domain knowledge of

Cequity were instrumental in segmenting the

customers effectively.

Vintages: Customers

who have joined long

ago

Hi-Value

Low-Value

Increasing

spendDecreasing

Spend

Recently Acquires:

Customers who have

joined before a specifiedtime period

Potential

Growable

Thrifty

Fence-

sitters

New-Bies: Most recent

acquisitions of our client

High

Value

Value

Builder

Frequency

Builder

Thrifty

Increasing order of recency

Dec

reasingorderofvalu

e

Effective

campaigns for

each of theseidentified micro-

segments

Variety

Seekers

Solo

Connoiss

eur

Single

Favorite

Decreasing

Favorite


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Vintage Low Value

Decreasing Spend

Give them Offers to improve thei r

variety, For e.g.: Dominos New

Taste of the Week Offer !!

Give them Offers to promote their

choice , For e.g.: Discount Coupon

for 3 same pi zza over a month !!

Campaigns to make them taste

other dishes

Their favorite i tem is not able to

bring them frequentl y so give

them Offers to try new items.

Recently Acquired

Should be nurtured; every effort to

retain them through special

privile ges, birth-day offers, etc

Need to pushed through frequency

builder campaigns

To make them spend more sell

large baskets

Need frequent communication;

Push campaigns

New-Bies

Retenti on campaigning should bedone with them

Campaigning should be done to

increase frequency.

Campaigning should be done to

increase spend.

High Value

Value Builder

Frequency Builder

Potential

Growable

Thrifties

Fence Sitters Thrifties

Variety Seekers

Solo Connoisseurs

Single Fav

Decreasing Fav

Solut ion Cam paig ns Design


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Resul ts

SingleCustomer

View

Actionable

Drill Down

Analysis

TargetedCampaigns

Increasing

return on

marketinginvestments

Integration

of Data

Train of thought

analysis, training &

consulting

Model development &

Micro-segmentation

Campaign

development,

execution and

tracking


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Resul ts

SingleCustomer

View

Actionable

Drill Down

Analysis

TargetedCampaigns

Increasing

return on

marketinginvestments

Integration

of Data

Train of thought

analysis, training &

consulting

Model development &

Micro-segmentation

Campaign

development,

execution and

tracking

In crease Active

base

Better

unde rstanding of

customers

Segmentation

Branch Analysis

Branch

performance

scorecard

generation

Quantification Sa les forecasting

Promotion

effectiveness and

optimization

Trends Analysis &decision making


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Thank you

Customer Equity Solutions Pvt. Ltd.

Worldwide Offices

INDIA USA

Mumbai Office: 105-106, 1st Floor, Chicago Office: 626,

Anand Estate, 189-A, Grove Street, Evantson, IL

Sane Guruji Marg, Mahalaxmi, 60201

Mumbai-400 011

Phone: +91 22 4345 3800Fax: +91 22 4345 3840

www.CequitySolutions.com

Customer Equity Solutions Pvt. Ltd.

Worldwide Offices

INDIA USA

Mumbai Office: 105-106, 1st Floor, Chicago Office: 626,

Anand Estate, 189-A, Grove Street, Evantson, IL

Sane Guruji Marg, Mahalaxmi, 60201

Mumbai-400 011

Phone: +91 22 4345 3800Fax: +91 22 4345 3840

www.CequitySolutions.com

capturing the preference pattern of micro-segments within customer segments

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