Total Customer Analytics geocodes your customer
base to their latitude and longitude based on their street address
whenever possible. We
include maps showing where your customers are located.
We also provide summaries by continent, world region, U.S. Census
regions, states, Metropolitan Statistical Areas, and counties.
We summarize your customer base in the following
ways depending on your primary customers:
Businesses:
SIC, number of employees, credit score, years in business.
Consumers:
We summarize your contacts by their gender,
Hispanic surname, title, rank in organization, department, and email
provider.
To eliminate noise and allow you to pinpoint your
marketing efforts, we look at the geographic markets that account for
80% of your business and either industries (businesses) or lifestage
(consumers) that account for 80% of your business.
We then provide you with the percentage of possible penetration
for both of these dimensions individually and in combination.
This helps you build upon your strengths and mitigate your
weaknesses.
Product revenue and margin is summarized by three
different aggregation levels.
Our decile analysis groups your customers into 10%
categories by revenue or margin.
We then perform a decision tree analysis based on external data
on what differentiates the top 20% of your customers from all others.
This enables you to look for “clone” prospects that can become
your top customers.
Part of the decile analysis shows why your best
customers are the best. For
example, perhaps they order more frequently than others.
Or they may order more items on each order.
Or perhaps they order more expensive items.
This shows you where to focus your efforts to move customers up
the value chain.
Another aspect of the decile analysis shows you how
customers have moved between deciles over time.
Have you been able to maintain each customer’s revenue over time?
This analysis helps direct your efforts to maintaining and
growing existing customers.
Two different analyses help you target retention
efforts. The decile analysis
shows how many customers left each year and over the past five years.
Additionally, we provide a “business as usual”
customer-by-customer revenue forecast for the next three years.
You’ll see what customers are projected to leave in the next
three years so you can develop tactics to retain them.
RFM is a tested way to see who may respond to new
offers. We place each
customer into deciles for each dimension for the past year and an
overall score. You can
direct your marketing as appropriate to each customer based on their RFM
score.
We summarize channel revenue and margin so you can
see what channels give you the most revenue and margin.
“In God we trust; all others bring data.”
Former Sara Lee Bakery CEO Barry Beracha
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