Campaign Pack for Retail

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 Introduction
Campaign pack is a collection of solutions created for Retail Marketing
Managers to help them develop, execute, track and analyze campaigns
more effectively

What is
Campaig
n Pack

Campaign pack contains solution for all the phases of campaigning

right from analytical models based campaign list generation for
Why use different customer segments to automated execution and tracking
Campaign Campaig to analytics driven insight generation on post-campaign
Pack n Pack
performance

Benefits • 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) 2
 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 Framework

Customer
Demographic Campaign
Lists
Data
Campaign
Data Audit List
Transaction Generator Automated
History Reports
Data Campaign
Enrichment Manager

Campaign Insights
Derived
Data Variables Campaign
Addition Analyzer

MS-Excel
Integration
Loyalty Data

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 Campaign List Generator
It’s a propensity modeling solution. It generates the probability of customers to respond
and identifies the parameters which influences response.

Defining
List of
target
Probability variables or
Dividing the variable
scores of characteristic Scoring of
data into (customer Propensity
Model each s which Model new
modeling set who scorecard for
Development customer to define the validation customer
and responded to the campaign
respond to probability of base
validation set similar
the festival a customer
campaign in
to respond
past)

‘Modeling Factory’ platform helps to generate the

models for every campaign in very short time 5
 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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 Campaign Analyzer: Snapshots
Store wise average ticket size and growth

4,000 20%

15%
3,500
10%
3,000
5%
2,500
0%

2,000 -5%

-10%
1,500
-15%
1,000
-20%
500
-25%

- -30%

Ticket size Growth in ticket size

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 Campaign Analyzer: Snapshots
Store wise Comparison – Number of visitors and sales

30,000 120

Hundreds
Thousands

25,000 100

20,000 80

15,000 60

10,000 40

5,000 20

0 -

2007 Sales 2008 Sales 2007 -Number of customers 2008 -Number of customers visited
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 Campaign Analyzer: Snapshots
Lag effect of e-mailer sent

450 3,500

400
3,000
350
2,500
300

250 2,000

200 1,500

150
1,000
100
500
50

0 -
2-Oct
3-Oct
4-Oct
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29-Oct
30-Oct
31-Oct
1-Nov
2-Nov
Note: line indicates Weekend Number of customers visited Ticket size

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 About Cequity
CEQUITY is a “marketing automation & analytics” firm combining tier 1 advisory skills
with 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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 INDIA Worldwide USA
Offices
MUMBAI OFFICE: 105-106, 1ST FLOOR, CHICAGO OFFICE: 626, GROVE EVANTSON,
STREET, ANAND ESTATE, 189-A, SANE GURUJI IL 60201
MARG, MAHALAXMI, MUMBAI – 400 011
PHONE: +91 22 43453824
F: +91 22 43453840

www.cequitysolutions.com
info@cequitysolutions.com
For the latest thinking in Analytics & insights on Customer management, check out our blog at http://blog.cequitysolutions.com/ 13