Archive for data marketing

11 Oct
Customer-data-analysis

Grow your business with customer data analysis

Anaylin explains how customer data analysis can uncover actionable insights to keep you ahead of the competition.

You’ve heard it over and over again. It’s less expensive to keep an existing customer than it is to acquire a new one. But not all customers are equal. Which customers offer the most growth opportunities and how do encourage them to buy more from you? The answer is customer analysis.

Know your customers to grow your customers

Customer analysis is the key to identifying and retaining your most valuable customers.

As consumers become more demanding, well-informed and less loyal, it’s vital that you understand how they interact with your business, so you can react appropriately. The more you know about your customers’ buying behaviour, the more successful you can be at targeting them with highly relevant messages and timely offers.

You have the customer data. It’s what you do with it that makes all the difference. Advanced customer analysis can translate your data into powerful insights that you can use to trigger smarter and faster actions across all channels.

Customer analysis can help to:

    • Boost response rates and customer loyalty by enhancing the buying process
    • Lower campaign costs by targeting customers most likely to respond
    • Reduce churn by accurately predicting customers most likely to leave and developing better proactive retention campaigns

Discover the power of advanced customer data analysis

Get in touch with us at Anaylin to find out how customer analysis can take your business to the next level.

Data Management
14 Jul

The Rise of ‘Offerholism’ and the Price of Loyalty?

Customer Loyalty is still a ‘holy grail’ for many brands and it has become increasingly difficult to achieve is this world where marketing and offers are in your face 24/7 across an ever-increasing set of media. In fact, Anaylin think there is a growing trend of ‘offerholism’, where for some if your product (even luxury and premium brands) is not accompanied by a promotion it is dismissed very quickly.

Loyalty schemes have and continue to be a way of enticing repeat purchases and ‘brand of choice’ but fundamentally despite the success of some Loyalty Schemes, do they amount to ‘bribery’ and an unnecessary or difficulty to manage overhead and fuel the ‘margin spiral’?

Some Loyalty schemes we have been asked to review in the past have simply been a means of hiding poor product performance, poor service, etc. We often found that they were attracting promiscuous ‘offerholics’ and not rewarding the value-driving behaviour that the business really intended.

Therefore, we have recommended substantially changing the scheme mechanics, closing it down or even telling some major brands to avoid going down the Loyalty Scheme entirely and focus on customer strategy, customer engagement, growth and retention.

Improved Customer Insight via customer analytics is the key to Brand /Product/Service Innovation and differentiation. Bringing this customer insight to market via data marketing and delivering the right service with the most relevant positioning/messaging to the individual’s circumstances, at the right time, through the right channel(s) and at a price that clearly represents value for the individual is the best form of driving loyalty whilst optimising your marketing spend.

Now is the time to act and rebuild customer loyalty at the right price for the business! Data is now available more readily, is easier to ingest and analyse and means that ‘Real-time intelligence can combine with Right-time/Real-time multichannel delivery to deliver and track ‘real and valuable loyalty’.

If you wish to discuss or know more contact Neal Rimay-Muranyi

Marketing