Segmentation and Modelling

Customer Segmentation and Data Modelling enables you to segment customers by campaign engagement or purchase history

Segmentation and Modelling

Segmentation enables you and your marketing team to group customers together based on shared characteristics. However, with our proprietary data modelling processes you can go one step further and segment your customers based on their behaviours, such as how they respond to your marketing campaigns or their historical purchasing patterns, or both.

It does not matter whether your data is one central system or scattered in multiple fragmented data sources, we can build a complete 360 degree view of your customers. This can enable you and your organisation to better understand the characteristics, behaviours and motivations of your various customer segments.

There are various statistical modelling techniques, but in general they fall into either descriptive or predictive analytics. Descriptive models quantify relationships within the data and can categorise customers by their product preferences and life stage. Descriptive modelling tools can be utilised to develop further models that can simulate large number of individualised customers and make predictions. Unlike Predictive modelling, Descriptive models do not rank-order customers by their likelihood of taking a particular action.

Predictive modelling uses historical and current facts to determine the probable future outcome of an event or a likelihood of a situation occurring. This in turn allows any business to create and optimise customer journey programs that generate longer tenures and higher customer life time values in the future.

Our customer segmentation and data modelling team have developed a proprietary suite of Descriptive and Predictive analytical tools, all designed to help you and your organisation meet specific business objectives. This includes:

  • Identification of products/offers you should cross or up sell
  • Targeting specific dates/times when to assist in customer nurture, grow and maintenance programs
  • Forecasting the likelihood of churn
  • Forecasting the likelihood of customer reactivation
  • Forecasting life time value