Using personalized campaigns to increase revenue and profitability
公司规模
1,000+
地区
- Middle East
国家
- United Arab Emirates
产品
- Customer Segmentation
- Association Mining Techniques
- Hierarchical/K-Means Clustering
技术栈
- Data Analytics
- Data Integration
- Data Visualization
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Revenue Growth
技术
- 分析与建模 - 大数据分析
- 分析与建模 - 预测分析
适用行业
- 零售
适用功能
- 销售与市场营销
用例
- 需求计划与预测
- 补货预测
服务
- 数据科学服务
关于客户
The customer is a leading retailer based in Dubai. They have a significant presence in the retail industry and regularly run in-store promotions to drive sales and enhance customer relationships. These promotions typically run for about four weeks, during which customers receive discounts ranging from 25% to 75% on every item they purchase. Despite these efforts, the retailer was looking for ways to increase revenues and footfall in their stores. They sought the help of Blueocean Market Intelligence to devise personalized, targeted campaigns.
挑战
The retail client, based in Dubai, was already running in-store mass promotions every year to drive sales and enhance customer relationships. Each sale period ran for about four weeks and customers received a discount ranging from 25% -75% with every item they bought during the sale period. However, the client wanted to increase revenues and footfall and thus, asked Blueocean Market Intelligence to devise personalized targeted campaigns (BTL-Below the Line).
解决方案
Blueocean Market Intelligence approached the challenge by performing customer segmentation using transaction level data. This allowed them to identify groups of customers and give the most weightage to the customer grouping with the highest RFM of purchase. The team used ‘association mining techniques’ to identify the products that could be bundled together and used segmentation/clustering approaches (Hierarchical/K-Means) to create store segments based on the similarities/differentiating factors such as product preference, ethnicity, promo response etc. The team then designed the most effective customer-centric, targeted campaign strategies using analytics techniques at strategic points in the client’s marketing campaign cycle.
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