Analytics in Action - How Marketelligent Helped Increase Customer Engagement via Targeted Cross-sell

Increasing B2B Customer Engagement via Targeted Cross-sell
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  Business Situation: The client, a US based database publisher, has 12-15 specific products designed for Enterprise Markets. Products vary from repository of research documents, tools that aid research processes; research documentation; databases that identify new technologies, and technology partners; engineering, Oil and Gas, pharmaceutical and other domain specific databases. Higher versions of a product package arealso available. Corporate clients that are research oriented subscribe to some products, and not to others due to lack of need and/or awareness. The Task: To build a cross-sell strategy that identifies customers with a propensity to buy a specific product in addition to their current portfolio. To build an up-sell strategy that identifies customers with a propensity to upgrade current products to higher versions. The exercise consisted of scoring both the customer and each product with respect to the customer’s profile and life -cycle. Analytical Framework: The analytical framework was built using Market Basket principles. A scoring model was then developed to evaluate each Customer, followed by evaluation of each product with respect to the Customer. The Result: ã Cross-sell and up-sell recommendations implemented by business in a targeted fashion ã Revenues from current customers increased by 18% in Q1 and Q2 2013 as compared to the same period last year ã The Marketing team now uses the Cross-sell framework as an enabler in setting new Account Expansion strategies Analytics in Action Increasing B2B Customer Engagement via Targeted Cross-sell Client: Leading Business Database Publishing House   YOUR PARTNER FORDATA ANALYTICS SERVICES MANAGEMENT TEAMGLOBAL EXPERIENCE. PROVEN RESULTS. RoyK.CherianCEO Royhasover20yearsofrichexperienceinmarketing,advertisingandmediainorganizationslikeNestleIndia,UnitedBreweries,FCBandFeedbackVentures.HeholdsanMBAfromIIMAhmedabad. AnunayGupta, PhDCOO & Headof Analytics Anunayhasover15yearsofexperience,withasignificantportionfocusedonAnalyticsinConsumerFinance.InhislastassignmentatCitigroup,hewasresponsibleforallDecisionManagementfunctionsfortheUSCardsportfolioofCitigroup,coveringapprox$150Binassets.AnunayholdsanMBAinFinancefromNYUSternSchoolofBusiness. Buck ChintamaniEVP, StrategicInitiatives & Business Development Buckhasextensiveexperienceworkingwithglobalclientsacrosssectors.HewasanearlyemployeeatInfosys,afoundingteammemberatsupply-chainsoftwarestartup-Yantra,andpartofthemanagementteamatRFIDsectorstartup-Reva.Mostrecently,hewastheVice-PresidentforServicePartnerStrategyandProgramsatproductlifecyclemanagementsoftwarecompany,PTC.BuckhasanMBAfromIIMAhmedabad. Kakul PaulBusiness Head, CPG & Retail Kakulhasover8yearsofexperiencewithintheCPGindustry.ShewaspreviouslypartoftheAnalyticspracticeasWNS,leadinganalyticinitiativesfortopFortune50clientsglobally.ShehasextensiveexperienceinwhatdrivesConsumerpurchasebehavior,marketmixmodeling,pricing&promotionanalytics,etc.KakulhasanMBAfromIIMAhmedabad. ADVANCED ANALYTICAL SOLUTIONS   MARKETELLIGENT, INC. 80 Broad Street, 5th Floor, New York, NY 100041.212.837.7827 (o) 1.208.439.5551 (fax) CONTACT IndustryBusiness FocusTools and Techniques Consumer Finance Investment OptimizationSAS, SPSS, R, VBACredit CardsRevenue MaximizationCluster analysisLoans and MortgagesCost and Process EfficienciesFactor analysisRetail Banking & InsuranceForecastingConjoint analysisWealth ManagementPredictive ModelingPerceptual maps Consumer Goods and Retail Risk ManagementNeuralNetworksCPG & RetailPricing OptimizationChaid/ CARTConsumer DurablesCustomerSegmentationGenetic Algorithms Manufacturing andSupply Chain Supply Chain ManagementSupport Vector Machines High Tech OEM’s SentimentAnalysis AutomotiveLogistics & Distribution

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