Analytics

Understanding your market, channel, and customers is what analytics
is all about. Data-driven customer analytics can affect marketing optimization
and help:

Improve customer acquisition
Improve customer retention and loyalty
Improve market position – brand and market share
Increase revenues per customer
Analyze new market opportunities

Improve customer acquisition – Getting the “right” customer

All customers are not made equal. “Bad” customers can cost you more than the revenue they generate. So
how do you get the right customers? Blue Rain Marketing employs a number of tools and techniques to do
so including:

Prospect segmentation
Customer profiling
Survey data analysis
Historical offer response analysis
Predictive modeling

Improve customer retention and loyalty

In slow economic times, customer retention takes on even more significance. However, loyalty programs
need to be carefully targeted not using simplistic criteria but taking a 360 degree view of the customer’s
interaction with your business. This multi-dimensional approach ensures that as many factors as possible
are being considered in developing loyalty programs. Our approach involves:

Customer segmentation
Market basket (transactional) analysis on SKUs
Offer/discount response analysis
Top combination product purchases
Seasonal and non-seasonal patterns

Increase revenues per customer

Traditional methods of increasing revenue per customer rely on transactional and offer analysis alone. But
customers don’t react to offers in a vacuum. Our approach results in a model that combines customer
behavior and needs along with transactional and offer analysis to increase the probability of raising
revenue per customer using techniques such as:

Customer segmentation/profiling
Event and trigger modeling
Market basket (transactional) analysis on SKUs
Offer/discount response analysis
Cross-sell analysis

Improve market position – brand and market share

Continuous analysis of your market position is essential to succeeding in the marketplace –

What are your customers buying?
What changes are occurring in their buying habits?
How do they perceive your company/products? How can it be improved?
How are you faring against your competition?

Getting an accurate read on your market position is not easy and requires a multi-pronged approach that
takes into account customer perceptions, transaction patterns, support issues, customer behavior and
web site analysis.

Analyze new market opportunities (demand analysis)

New market opportunities are constantly developing. The key however, is to recognize which are
sustainable and which are not, which are driven by “fundamentals” and which are fads. Addressing a new
opportunity is an expensive and resource intensive proposition for most companies. Therefore, Blue Rain
Marketing employs a rigorous analytical exercise to evaluating new market opportunities in order to
minimize risk and improve your chance of success. A market opportunity analysis must include