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Campaign Pack for Retail 1
Campaign Pack for Retail
Campaign Pack for Retail

Introduction

Introduction Campaign pack is a collection of solutions created for Retail Marketing Managers to help them

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 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
Campaig
to analytics driven insight generation on post-campaign
n Pack
performance

Campaign

Pack

Campaign Pack
Campaign Pack

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)

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Campaign Pack: Components

Campaign Pack: Components CampaignCampaign ManagerManager Campaign List Generator Campaign Manager is a dynamic
CampaignCampaign ManagerManager Campaign List Generator Campaign Manager is a dynamic solution, enabling
CampaignCampaign ManagerManager
Campaign List Generator
Campaign Manager is a dynamic
solution, enabling enterprise-wide
This is a propensity modeling
integration of customer
solution. It helps to identify
management strategies through
potential responders for a
the power of seamless event-driven
particular campaign
marketing
Generates probability scorecards for
It has large scale databases and
all customers and then selects the
employs multiple communications
top deciles
and customer contact channels,
Campaign Analyzer
including direct mail, email, SMS,
point of sale, call centre, branch
and dealer, as well as
Analyzes the post-campaign
internet.
performance. Generates
comparison snapshots of
performance across different
channels, customer segments, time
and geography
Generates automated reports
completely integrated with MS-
Excel
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Campaign Lists Automated Reports Insights MS-Excel Integration 4 Solution Framework Customer Demographic Data
Campaign Lists
Campaign
Lists
Automated Reports
Automated
Reports
Insights
Insights
MS-Excel Integration
MS-Excel
Integration

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Solution Framework

Customer Demographic Data Transaction History Campaign Data Loyalty Data
Customer
Demographic
Data
Transaction
History
Campaign
Data
Loyalty Data
Data Audit Data Enrichment Derived Variables Addition
Data Audit
Data
Enrichment
Derived
Variables
Addition
Campaign List Generator Campaign Manager Campaign Analyzer
Campaign
List
Generator
Campaign
Manager
Campaign
Analyzer

Campaign List Generator

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

Campaign Manager It is a highly efficient, modular and flexible application that integrates all of the
It is a highly efficient, modular and flexible application that integrates all of the data
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
• •
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

Campaign Analyzer Insights generated Performance comparison of different customer segment Comparison of sales with
Insights generated Performance comparison of different customer segment Comparison of sales with previous year
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

Campaign Analyzer: Snapshots Sales and number of visitors per day 8

Sales and number of visitors per day

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Campaign Analyzer: Snapshots

Campaign Analyzer: Snapshots Store wise average ticket size and growth 4,000 3,500 3,000 2,500 2,000 1,500

Store wise average ticket size and growth

4,000

3,500

3,000

2,500

2,000

1,500

1,000

500

-

and growth 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 - Ticket size Growth in ticket
and growth 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 - Ticket size Growth in ticket

Ticket size

Growth in ticket size

20%

15%

10%

5%

0%

-5%

-10%

-15%

-20%

-25%

-30%

Campaign Analyzer: Snapshots

Campaign Analyzer: Snapshots Store wise Comparison – Number of visitors and sales 30,000 120 25,000 100

Store wise Comparison – Number of visitors and sales

30,000 120 25,000 100 20,000 80 15,000 60 10,000 40 5,000 20 0 - Thousands
30,000
120
25,000
100
20,000
80
15,000
60
10,000
40
5,000
20
0
-
Thousands
Hundreds
15,000 60 10,000 40 5,000 20 0 - Thousands Hundreds 2007 Sales 2008 Sales 2007 -Number

2007 Sales

10,000 40 5,000 20 0 - Thousands Hundreds 2007 Sales 2008 Sales 2007 -Number of customers

2008 Sales

5,000 20 0 - Thousands Hundreds 2007 Sales 2008 Sales 2007 -Number of customers 2008 -Number

2007 -Number of customers

5,000 20 0 - Thousands Hundreds 2007 Sales 2008 Sales 2007 -Number of customers 2008 -Number

2008 -Number of customers visited

Campaign Analyzer: Snapshots

Campaign Analyzer: Snapshots Lag effect of e-mailer sent 450 400 350 300 250 200 150 100

Lag effect of e-mailer sent

450

400

350

300

250

200

150

100

50

0

3,500 3,000 2,500 2,000 1,500 1,000 500 - Note: line indicates Weekend Number of customers
3,500
3,000
2,500
2,000
1,500
1,000
500
-
Note:
line indicates Weekend
Number of customers visited
Ticket size
2-Oct
3-Oct
4-Oct
5-Oct
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31-Oct
1-Nov
2-Nov

About Cequity

About Cequity CEQUITY is a “marketing automation & analytics” firm combining tier 1 advisory skills with

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.

INDIA Worldwide Offices USA MUMBAI OFFICE: 105-106, 1 ST FLOOR, STREET, ANAND ESTATE, 189-A, SANE
INDIA Worldwide Offices USA MUMBAI OFFICE: 105-106, 1 ST FLOOR, STREET, ANAND ESTATE, 189-A, SANE
INDIA
Worldwide Offices USA
MUMBAI OFFICE: 105-106, 1 ST FLOOR,
STREET, ANAND ESTATE, 189-A, SANE GURUJI
MARG, MAHALAXMI, MUMBAI – 400 011
PHONE: +91 22 43453824
F: +91 22 43453840
CHICAGO OFFICE: 626, GROVE EVANTSON,
IL 60201
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/

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