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Analytical CRM

Analytical CRM (aCRM) examines the purchasing behaviour of customers and/or customer groups. As part of this process, new, relevant information is gathered from existing customer information and patterns uncovered using mathematical statistical procedures (data mining).

  • aCRM allows you to sharpen your target audience profile by forecasting certain characteristics, behaviour and added-value possibilities. For example, by identifying particularly profitable customers or customers who are likely to leave, as well as particularly profitable products or services.
  • Detailed descriptions of these segments with extensive data from the B2B and B2C Schober marketing databases: a range of different analytical procedures provides you with a precise profile of your customers for your database marketing and gives you concrete starting points for the development of your CRM measures.

Your benefits

The knowledge gained serves as an important basis for both operative and strategic sales and marketing decisions. You reap the rewards in three fields at the same time:

  • More information on new customer acquisition: which potential is to be found in your interest groups, how would your newly acquired customers rate in more and fewer advertising relevant groups, or when and which channels should you use to best contact potential new customers?
  • More information on existing customer optimisation: what do your top customers’ profiles look like, how can you make the most of existing customer relationships, how do you reactivate inactive customers or how do you recognise and gain the loyalty of customers who are at risk of leaving?
  • More information about your markets: what is your position in your relevant markets, what is your level of market penetration and where is there fallow market potential?

Further information

The data that is analysed as part of the analytical CRM come from typical internet transactions (sales, contract and master data), which is effectively information from your own CRM system and/or your own customer data.
This is also enhanced with external data (for example, other purchasing habits, social stratum/purchasing power, geographical data or sales category, number of employees, industry, and so on). A holistic overview of the customers you have considered emerges through a range of different analytical methods. This makes it possible to draw conclusions about the features, behavioural characteristics and added-value possibilities.

We use the following analytical approaches for you in order to uncover the hidden treasure in your existing customer base:

Customer structure analysis
Advertise suitable products to the right target group via the appropriate channel.

In order to gain new customers, we create a customer profile that gives some indication of existing customers, new customers and customers that have purchased a particular product or that were generated via a particular channel.

An analysis model is then generated that is specifically developed for your task, the so-called scoring. This helps us to determine potential new customers with the same profiles. All of this can be realised using the available communication channels.

Customer segmentation
Create homogeneous segments from your customer base.

Homogeneous segments have a different value and require a different kind of management.

Existing customers are divided into clusters based on customer-specific characteristics such as sales, master data, transactions and so on, and by means of analytical procedures. Here, attention is paid to ensure that the explanatory features come from the dimensions of value, loyalty and communication.

The clusters determined in this manner are then described using external characteristics such as socio-demographics, residential environment, interests and travel/leisure habits. This forms the basis for target audience oriented management of marketing and sales activities on a large scale.

Customer value analysis
Generate the optimum marketing and sales planning for your customers based on profitability and intrinsic value.

We analyse your customers according to individual customer value and development possibilities. This results in you being able to selectively manage your customers according to financial potential, for example through regular or less regular advertising impulses, differentiated offers based on price or specific customer-loyalty programmes. The knowledge gained from the customer value analysis makes it possible to use your budget efficiently.

Cross-selling and up-selling analyses
Determine the likely buyers of other products from your range and find potential top customers.

Multivariate statistical procedures, information from your customer databases and the utilisation of additional data from Schober databases make it possible to identify any customer who promises additional sales potential as a result of cross-selling and up-selling.

Forecasting attrition
Recognise which customers are at risk of leaving in good time and introduce appropriate counter-measures early.

Analysis of data about your customers and rates of attrition gives rise to a distinct profile of those who have left, which can be used to identify loyal customers, as well as those who are at risk of leaving. Customer retention measures can be introduced in a targeted manner and clues for regaining former customers can be found using the descriptive features from our Schober databases.

Reactivation analysis
Regain lost or inactive customers in a targeted manner.

We use statistical analysis models to determine which inactive customers should be considered for renewed attempts at customer dialogue. This provides you with tangible starting points for optimising your customer management and gaining added value from your existing customers.

Market potential analysis
Determine your market penetration or the potential of a new product.

Market analyses based on data supply tangible recommended actions, for example in the fields of location planning, acquisition strategies, sales planning and much more.

Have we piqued your interest?

Would you like to learn more about how you can generate greater information about your customers, potential new customers and markets using Schober Analytics? Then arrange an appointment for a non-binding informative meeting today.

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