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Making Data More Useful
 
Most companies collect data and use it on a day-to-day basis to run sales, marketing and customer management programmes. Really successful companies take their data, add to it and analyse it in order to provide themselves with the critical information that gives them a competitive advantage.
 
With over 30 years experience and a highly skilled team of data analysts we deliver unmatched analytical solutions. Powerful technology, proven methodologies and a fierce commitment to service will give you the freedom to look at your data with fresh eyes and use it to drive and influence business activity.
 
Our analysis portfolio is one of the most comprehensive in Europe and our expertise is unrivalled.
 
Cost effective, scalable and inherently flexible our analysis tools will give your data an edge your competitors will wish you didn’t have.

• Use data intelligently and watch as it has a positive impact on the success of your company, customers, prospects, markets and internal organisation.
• Build models that provide you with the tools to better assess your business objectives and answer your key business questions
• Construct solutions that enable you to predict customer and market behaviour and therefore properly position your company to stay ahead of the competition.
• Increase customer value by accessing accurate, segmented, analysed and modelled data.
• Exploit our vast experience, skills and knowledge, to improve all of your data driven activities.
• Cultivate a stable, future proofed analysis framework for long term accurate data analysis.

Customer Analysis Services
 
For many businesses, achieving a one-to-one relationship with their clients has become an unrealistic holy grail; a quest that in reality is not only impractical but almost impossible to achieve.
 
Our Customer Analysis service delivers a workable middle ground; use analysed data to tailor a response to your customer base within the limits of an acceptable budget and timescale.
 
Understanding Your Customers
 
Customer Analysis is fundamental for appropriately maintaining and building solid relationships that will not only last, but supply those all important financial results. We categorise your customer base in terms of value, behaviour, geo-demographics and purchasing patterns to ensure that the picture your data paints is completely accurate.
 
Marketing programmes, contact strategies, even product and pricing offers can be differentiated for each customer group so that your customers feel that you understand their real needs and treat them accordingly.
 

• Identify the real value inside your customer base.
• Find pockets of untapped potential in the existing customer base.
• Track and explore behaviour, map out a response that is fit for the future.
• Use geo-demographics to construct a marketing landscape.
• Use known purchasing patterns to build segmentation profiles.
• Prioritise actions based on potential and current value.

Customer Analysis - What are the benefits?
 
With a strong analysis framework in place, assessing the value of your customers to your overall business will become routine rather than agonising periodic drama. Use your data to maximise performance across a wide range of business activities. With the ability to accurately personalise material, you will say goodbye to the old ‘spray and pray’ approach to targeting. Costs will reduce, impact and penetration will improve, but most significantly your data will jump start revenue generation.
 

• Construct powerful customer retention programmes.
• Up-sell
• cross-sell across your entire customer base.
• Measure effectiveness and develop campaigns.
• Inform prospect targeting.
• Achieve cost effective product specific activities.
• Track performance benchmarks.
• Target your research to mission critical areas.
• Proactively plan, using trusted facts.
• Create a measurement framework to track and inform progress.

 
Customer Analysis - How does it work?
 
Almost every client wants something different, a little to the left or right of standard analysis packages. Consequently we tailor our solutions to the specific needs of your business utilising a range of powerful tools; such as, Customer Behavioural Segmentation, Product Propensity and Response Modelling.
 
The process begins with the development of an accurate understanding of your business objectives and your exact requirements. This is usually achieved during a workshop with one of our analysts. The process takes you through the three key stages of programme development: plan, deliver, analyse.
 
Plan
 
What is the business aiming to achieve? What are the business priorities? What data do we have to work with? How should the data be organised? What do you need to be able to do with the data? What are the criteria for defining customer groups? Are the measurement criteria clearly defined? Are the project sponsors connected to delivery? Do the existing business processes allow this?
 
Deliver
 
Data amalgamation and cleaning; sourcing and layering of third-party data and additional research data; building of a single customer view and the required data views to support ongoing analysis.
 
Analyse
 
The creation of models to analyse data; analysis of data based on pre-defined criteria; segmentation of customers into groups. The ongoing measurement of actions and subsequent refinement of activities to support these.
 
Every business should be able to evaluate the total potential for a particular product, customer group or prospect group by geographical area or defined market segment. In reality only a small number can. Building marketing programmes based on hard facts is the only way to ensure long term growth and yet without a solid database and analytical infrastructure, facts are alarmingly hard to come by.
 
The real size of the pie
 
We have developed an impressive portfolio of tools and have the business acumen to use them effectively. We take the guess work out of marketing with accurate analysis tools and practical methodologies that are not only scaled to the level of complexity your organisation can support, but will also facilitate targeted tracking and measurement programmes. Our goal is to ensure that you squeeze every drop of value out of your data without crippling your team and crucifying your budget. The tools to make it work, the skill to make it happen.
 

• We utilise a wide range geo-demographic and lifestyle information in the UK, gathered from the leading third-party data providers.
• A wide range of geographical data and spatial modelling techniques to give your marketing map the edge it needs.
• A pool of highly qualified staff with backgrounds in statistical analysis, database systems and GIS (Geographical Information Systems) will work tirelessly to achieve the results you need.
• Proven, practical methodologies deliver scalable solutions that will keep your information vital today and long into the future.

 
Market Potential Modelling - How can you use it?
 
One of the most important questions any business has to address when defining its sales, marketing, CRM, product development, operations and human resources strategies is exactly where is the current and future potential for the business? Whether you are looking to expand a sales or branch network, find out which areas have the highest potential, or are looking to develop new products and need to understand the nature of the prospective market, Market Potential Modelling will transform your ability to look beyond the near horizon. Virtually any kind of business would benefit from Market Potential Modelling. Radically altering the accuracy of marketing plans and campaign development will enable you to determine exactly where to make the highest impact with your available budget. Creating business plans, tracking market share and penetration, setting targets and budgets will never be the same again. Plans based on the accurate analysis of your current position will out perform your previous best efforts in every respect. Another key benefit of Market Potential Modelling is the optimisation of capital and marketing budgets – aligning capital expenditure and marketing budgets to a network can be based on market potential, prompting a practical and relevant framework from which to perform this often complicated task.
 
Market Potential Modelling - How does it work?
 
We use a six-stage methodology to get the results you need. Not every client needs to employ all six stages, but the basic system is there as a proven base line for comprehensive market analysis.
 

1. We begin with the analysis of your own customer and transactional information along with third-party geo-demographic and lifestyle data to profile your target markets for each product or service.
2. Market penetration is then calculated for all products and services in each customer and prospect group or geographical area.
3. The total size of each market is subsequently reviewed against penetration, to determine the remaining potential for your products or services. We deliver accurate figures for each sales area, customer group or any measurement unit best suited to measure your business performance.
4. Next we take your target penetration figures for each market and calculate both the volume and value of sales that these represent. This equates to your net opportunity for each product or service. 5. We then forecast market growth using both a range of econometric models and your knowledge of your business sector.
5. Finally a prioritised targeting plan is developed, targeted to either outlets or area, which summarises the net opportunity for each product or service in every defined market. This tells you the level of market penetration which can be reached in each area as well as the volume and value of sales to be achieved.

Additional layers of complexity can be added depending on the capabilities and needs of your business. For example, you may wish to account for TV regions, retail boundaries, media footprints or specific lifestyle data in your analyses.
 
Upon project completion, you will receive a detailed report outlining our methodologies and summarising our findings and progress. We also print full colour A0 maps defining your market areas, and provide you with all of your data in electronic format should you wish to manipulate it still further.