Challenge
A large retailer needed help with their customer base management and loyalty analytics.
Most of the customer engagement decisions were ad hoc and not data based. Other issues ranged from lack of consistency in outputs, consistent delays in data for business decisions, error prone and non-scalable processes, and difficulty in tracking and evaluating impact of ongoing customer engagement initiatives.
The client wanted to establish reliable, scalable and impactful processes to better understand and engage with their customers.
Approach
Senior managers visited client teams to understand specific business issues in terms of ongoing marketing initiatives and decision-making frameworks.
We then documented key opportunities by leveraging data assets and designed execution plans within Advanced Analytics projects & regular reporting projects.
Insight
We analysed more than 500 million transactions from the client to generate insights up to an individual customer level.
We executed more than 10 campaigns in a month and ran regular ROI analysis and impact evaluation of all marketing interventions.
We effectively utilised reporting and visualisation solutions (Tableau) to bring visibility of marketing initiatives and their impact.
Impact
Our analytics projects and reports helped the client in acquiring new customers, retaining existing customers and winning back lost customers across the different client business teams.