campaign pack for retail

8/14/2019 Campaign Pack for Retail

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Campaign Pack for Retail


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Introduction

What is

Campaign Pack

Why use

Campaign Pack

Benefits

Campaign pack is a collection of solutions created for Retail Marketing

Managers to help them develop, execute, track and analyze campaigns

more effectively

Campaign pack contains solution for all the phases of campaigning

right from analytical models based campaign list generation for

different customer segments to automated execution and tracking

to analytics driven insight generation on post-campaign

performance

Its strength lies in highly simplified result delivery mechanism supported

by a very robust data and analytics engine

The modeling factory platform allows the solution system to churn a

large number of models in very short time making it highly scalable

It hides the marketing manager from all the data complexities and

straightway brings to him the target customer lists and insights through

simple automated reports (completely integrated with MS-Excel)

Campaign

Pack


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Campaign Pack: Components

Campaign List Generator

This is a propensity modeling

solution. It helps to identify

potential responders for a

particular campaign

Generates probability scorecards for

all customers and then selects the

top deciles

Campaign Analyzer

Analyzes the post-campaign

performance. Generates

comparison snapshots of

performance across different

channels, customer segments, time

and geography

Generates automated reports

completely integrated with MS-

Excel

Campaign Manager

Campaign Manager is a dynamic

solution, enabling enterprise-wide

integration of customer

management strategies through

the power of seamless event-driven

marketing

It has large scale databases and

employs multiple communications

and customer contact channels,

including direct mail, email, SMS,

point of sale, call centre, branch

and dealer, as well as

internet.


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Solution Fr amework

Customer

Demographic

Data

TransactionHistory

Campaign

Data

Loyalty Data

Data Audit

Data

Enrichment

Derived

Variables

Addition

Campaign

List

Generator

Campaign

Manager

Campaign

Analyzer

Campaign

Lists

AutomatedReports

Insights

MS-Excel

Integration


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Campaign List Generator

Dividing thedata into

modeling set

and

validation set

Definingtarget

variable

(customer

who

responded to

similar

campaign in

past)

ModelDevelopment

Probabilityscores of

each

customer to

respond to

the festival

List ofvariables or

characteristic

s which

define the

probability of

a customer

to respond

Modelvalidation

Scoring ofnew

customer

base

Propensityscorecard for

the campaign

Its a propensity modeling solution. It generates the probability of customers to respond

and identifies the parameters which influences response.

Modeling Factory platform helps to generate the

models for every campaign in very short time


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Campaign Manager

It is a highly efficient, modular and flexible application that integrates all of the data and services

necessary to develop, execute and track campaigns. It combines fast access to constantly

enriched detailed customer level data and high volume transactions, consolidating customer insight

and interactions across all channels of communication.

Allows deliver simple to complex multi-stage, multi-wave campaigns Integrates easily with all of all kinds of databases and flat files

Rapid implementation and integration to existing business systems, leveraging existing

investments in IT

Support for all marketing campaigns including above and below the line

Allows local marketing teams to subscribe to central marketing campaigns and deliver them

to local audiences

Storage of campaign creative and documentation

Campaign rules, for example, next best action, can be easily defined and delivered through all

marketing channels

Configurable reports on campaign effectiveness, budget, costs and marketing ROI

Automatically refreshed reports, scorecards, indexes and campaign lists

Complete integration with MS-Excel


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Campaign Analyzer

Insights generated

Performance comparison of different customer segment

Comparison of sales with previous year performance

Comparison of sales and number of visitors across different channels

Distribution of purchase value bands before and after campaign

Performance comparison of different stores in terms of sales and number of visitors

Distribution of average ticket size before & after

Geography-wise comparison (zone-wise, city-wise)

Sale distribution of items under offer

Channel-wise performance comparison

Email category comparison for response rate and click rate


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Campaign Analyzer : Snapshots

Sales and number of visitors per day


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Store wise average ticket size and growth

-30%

-25%

-20%

-15%

-10%

-5%

0%

5%

10%

15%

20%

-

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

Ticket size Growth in ticket size


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Store wise Comparison Number of visitors and sales

-

20

40

60

80

100

120

0

5,000

10,000

15,000

20,000

25,000

30,000

Hundreds

Thousands

2007 Sales 2008 Sales 2007 -Number of customers 2008 -Number of customers visited


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Lag effect of e-mailer sent

-

500

1,000

1,500

2,000

2,500

3,000

3,500

0

50

100

150

200

250

300

350

400

450

2-Oct

3-Oct

4-Oct

5-Oct

6-Oct

7-Oct

8-Oct

9-Oct

10-Oct

11-Oct

12-Oct

13-Oct

14-Oct

15-Oct

16-Oct

17-Oct

18-Oct

19-Oct

20-Oct

21-Oct

22-Oct

23-Oct

24-Oct

25-Oct

26-Oct

27-Oct

28-Oct

29-Oct

30-Oct

31-Oct

1-Nov

2-Nov

Number of customers visited Ticket sizeline indicates WeekendNote:


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About Cequity

CEQUITY is a marketing automation & analytics firm combining tier 1 advisory skillswith a highly qualified and world-leading analytics engine delivered in an Onsite-

Offshore model

We help organizations

Manage data present across different data silos

Reduce dependency on IT and give more power in the hands of marketing managers to be

able to perform train-of-thought analysis and generate insights from their data

Build analytical models and scorecards on their data to identify right target segments for

campaigning

Develop , execute and manage campaigns to show ROI generated

We bring our strong domain, data and analytical expertise through specialized solutions to our

highly satisfied and rapidly growing client list spread across Retail, Banking, CPG, Telecom, Travel,

DTH and Insurance.


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Worldwide OfficesINDIAMUMBAI OFFICE: 105-106, 1ST FLOOR,

STREET, ANAND ESTATE, 189-A, SANE GURUJI

MARG, MAHALAXMI, MUMBAI 400 011

PHONE: +91 22 43453824

F: +91 22 43453840

USACHICAGO OFFICE: 626, GROVE EVANTSON,

IL 60201

www.cequitysolutions.com

[email protected]

For the latest thinking in Analytics & insights on Customer management, check out our blog at http://blog.cequitysolutions.com/

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