Marketing Analytics
A Competitive Advantage for Your Organization
The Power of Marketing Intelligence
Whether you are a small business, large retail chain,
or a non-profit organization, if direct marketing is a
key channel of communication for your constituents,
you will no doubt benefit from applying marketing
intelligence in your campaign strateiges.
Marketing Intelligence calls for a disciplined and rigorous
approach to market management. In the age of abundant data,
the art and science of distilling vast amounts of information into meaningful
and actionable marketing insights, yields significant lift in revenue and profitability.
Gone are the days when marketing dollars are not directly tracked to clear and distinct
measures of success. True incremental gains of challenger strategies are quantified
before deployment. Rigor, market intelligence and efficiency deliver positive results.
Predictive Analytics in Marketing
In the world of Direct Marketing, predictive analytic
tools have been used to help businesses reach their
customers more effectively as well as efficiently.
Tools such as:
- Response Modeling
- Cross Sell Modeling
- Segmentation Analysis
- Data Mining
have helped turn valuable customer data into business
intelligence, acquisition and retention strategies.
Results from these analytic exercises form the
backbone of a well planned CRM strategy, which in turn
help optimize marketing campaigns.
In the World of Non-Profits
Marketing principles can and should be applied in the
fundraising world. The same goals of increasing
revenue, decreasing marketing expense, and increasing
ROI, apply whether the goal is catalog sales or donor
acquisition.
While many non-profit organizations are sitting on a
mountain of data, few think of leveraging the data to
grow their donor-base, retain their most valuable
donors, and build a lifelong relationship with them.
Costs of direct mail, telemarketing or even email
campaigns, are rising, opt-out rates are increasing
correspondingly. Non-profit organizations cannot
afford to continue an undisciplined approach to
fundraisiing.
Marketing Analytics
Transform Data into Deep Customer Insights
Marketing Challenges
Competing for customers in the age of the internet is both
an art form and rigorous science. Never before has it
become more challenging to find a way to retain your best
customers without sacrificing profitability.
How do you build loyalty in your customers when all they
really care about is getting the lowest price? What is
your unique value proposition? How do you distinguish
yourself from your competitors?
Perfect Sense Analytics
The key imperatives of marketing, particularly in an
economic downturn, are:
-
Increased efficiencies by gaining more revenue with
fewer marketing dollars.
-
Become customer-centric, know who your most valuable
customers are and retain them.
-
While it is important to acquire new customers,
it costs an estimated 8 times more to acquire a new
customer than to market to an existing one. Why not
retain and grow the assets that you already have?
-
Since it is inevitable that there will be attrition in
your customer base, acquisition of new customers cannot
take a back seat to your marketing strategy. Targeted
campaign strategies are paramount in controlling your
marketing expense without sacrificing campaign
performance.
Marketing Analytic Offerings
Segmentation
Whether through a Decision Tree or Clustering, segmentation
allows for personalization by creating a relevant marketing
offer to your target segment. Understanding your target
audience allows you to design the right offer with a value
proposition that distinguishes you from your competitors.
Predictive Modeling
Whether you use a response model in acquisition or a
cross-sell model to increase cross-brand penetration in your
customer base, you can stretch your marketing spend by
aiming at those with the highest propensity to respond.
Rigorous Testing and Measurements
You have designed a marketing promotion which will likely
generate excitement in a long inactive segment of
previously loyal customers. A rigorous testing
environment will allow you to set up the champion and
challenger marketing treatments, with a feedback loop to
provide accurate test results to measure for success.
Uplift Modeling will provide a read on the true
incremental lift of the new champion.
Predictive Analytics in a Nutshell
While it is important to understand your past business
strategies and how your customers have been behaving
historically, predictive analytics provide a more forward
looking view through your windshield. Instead of
constantly keeping an eye on past performance, learn to
anticipate your customer needs and wants; and understand the
potentials in the relationship. Grow your business by
realizing the gaps.
Marketing Analytics
Donor-centricity in Fundraising
Where do you start?
Response rates in the past few campaigns have been abysmal,
your marketing budget is dwindling, your donor base is
becoming increasingly inactive. How can you stop this downward
spiral and turn these trends around?
You have heard from other Development Directors that,
since they acquired fundraising technologies, campaign
performance has dramatically turned around. The
problem is, these tools are out of your reach. Is
there another solution?
Perfect Sense Analytics
Our goal is to help non-profit organizations improve
their fundraising efficiencies, so they can focus on the
organization's mission. We would partner with you to find a
solution; sometimes that may mean some pro-bono work on our
part.
Fundraising Analytic Offerings
Donor Database
For the startup non-profits, getting your donor data
organized may be a challenge. Yet without a robust
database, future opportunities for growth may be
limited. Your donor database should provide a history
of all donation transactions, as well as other
relevant information about your donors. This wealth of data
will help form the foundation of future donor
segmentation analyses.
Donor Acquisition
It is costly to mail to unqualified
prospects. Response Scores can rank order your
prospects from high to low propensity to give. You
can then focus on contacting those with high
likelihood to respond.
Donor Development
Getting a prospect to donate for the first time is the hardest part.
The acquisition cost of a new donor is estimated to be 8 times the cost of marketing to an existing donor.
Now that you have the donor’s attention, make sure you continue to keep him or her engaged.
Donor Segmentation will allow you to group your donor
base into homogeneous and meaningful groups so you
will be able to craft the right message, with the
right call-to-action, at the right time, using the
right channel.
Rigorous Testing and Measurements
You have a hunch that a particular marketing treatment
will generate interest in a particular lapsed donor
segment. A rigorous testing environment will ensure
you can learn how well your hypothesis holds up
compared to business-as-usual. Measure the back-end
results so that you can continue to refine and improve
the treatment strategy. Data Mining and Uplift
Modeling will help you truly understand the impact of
your test strategy.
Marketing Analytics
A Competitive Advantage for Your Organization
Contact Information
Perfect Sense Analytics is based in San Francisco,
with a vast network of vendors, partners and business
associates in California and across the country.
Email
Consulting Engagements
Direct Marketing
Please contact us for a preliminary assessment.
Non-Profit
Because of the strong commitment of Perfect Sense
Analytics to the missions of the Non-Profit
organizations, our professional services fee structure is
designed to fit the size and operating budget
of the non-profit organization.
Marketing Analytics
A Competitive Advantage for Your Organization
Our Consulting Services
At Perfect Sense Analytics, we understand the power of data.
In understanding your organization's over-arching goals, our consultants
can help you with:
- Direct Marketing
- Campaign Optimization
- Marketing Strategy Development
- Analytic Staff Augmentation
- Analytics Training
If you would like to find out more about our services,
please email us at: Analytics.
To schedule a preliminary assessment call with one of our consultants, please email us at: Sales.
Clients
Founder and Principal Consultant
Our Founder and Principal Consultant, Flora Sun, has almost 20 years of experience
in data-mining, including a decade as a marketing analytics lead in the financial services sector.
In the past 3 years, Flora has been working with clients in the retail, consumer products,
and non-profit sectors, on CRM, segmentation and predictive modeling projects. Before founding Perfect Sense Analytics,
Flora spent much of her analytic career at Providian Financial in San Francisco. She then worked as a marketing analytics consultant in several consulting firms,
including Accenture and InfoCentricity.
Testimonials
“Flora is one of those very unique individuals that can understand the analytical side
of targeting, prospecting and anything marketing related and cannot only build, refine or
optimize strategies, but can actually communicate with the Marketing staff in "everyday" language.
Flora understands the complete picture and was unbelievable to work with when it came to large, complex initiatives.
She also did a great job of hiring, training and promoting staff within her organization.
I would gladly use Flora's services and skills again.”
- David Hightower, Senior Vice President, Marketing, Citibank
(formerly Vice President, Portfolio Management, Washington Mutual Card Services)
“Flora worked very hard to deliver results in a challenging analytical environment.
She guided our team through the data mining processes with skill.
She created effective ways to solve each of our objectives.
Even when we had issues Flora was there to help find a way to solve the problem so
we could keep on going with the project. She was wonderful resource for our team
and I would gladly work with her again.”
- Kim Boyd, Marketing Research Analyst, University of California, Berkeley
"Flora has the unique ability to balance big-picture vision and extreme detail.
As a board member, donor, and advisor to C.E.O. Women, Flora helped the organization to lay
strategic plans and develop and maintain high quality data information systems. Flora fills her work with
passion, is extremely dependable and knowledgeable. Her input was critical to C.E.O. Women's growth and success.
Flora continues to help corporations and nonprofits excel and is a true gift to each organization she touches.”
- Kate Hamilton, Development Director, NatureBridge
(formerly Director of Development, C.E.O. Women)
