Use your existing data to predict your future customers
Data for the sake of data is no good at all. If it’s not analyzed and learned from, it might as well not exist. That’s why we at AGR put so much stress on our analytic capabilities.
Using a client’s existing database, AGR can create a customer profile and apply predictive and segmentation models to improve email performance in a variety of ways, including:
- Customer acquisition
- Customer growth
- Customer re-activation
- Customer retention
- Up-selling and cross-selling
- Converting leads to inquiries and inquiries to sales
For example, here’s how we used our analytic capabilities for a travel client…
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| Marketing to their existing database of past clients and prospects, the client suffered declining open and click-through rates. They desperately needed to find new prospects, rather than keep hammering away at their old list. So they turned to AGR for help.
First, we appended demographic information to the email addresses. Then we profiled their past customers. Next we built a probability model that predicted whether or not a prospect would become a customer based on that data. We created four segments (Platinum, Gold, Silver and Bronze) and assigned a segment code to each past customer. A Platinum prospect is in the top 1% of all consumers in income, affluence and travels frequently compared to the Bronze prospect who is middle income and value-based for any travel experience.
Using that model, we were able to predict future customers based on the profiles of past customers, so the client can seek out prospects that “look” the most like them.
With that insight, the client can not only confidently target a certain demographic; they can craft their message more effectively too as they grow their prospect database. |
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Our process enables us to analyze customers by all data elements so we can even build a logistic regression model to identify the “best” customer by significant demographic and lifestyle data. We can also use the model to score the likelihood of prospects becoming customers in new market footprints and new geographic areas.
To find out more about putting this analytic capability to work on your data, schedule a discovery call today.
