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

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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) info@marketelligent.com CONTACT  www.marketelligent.com 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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Jul 30, 2017

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Jul 30, 2017
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