Database Analysis

Database Analysis

A Customer Profile Analysis of your business customers will help you understand what the common characteristics are of your best customers.

The following data elements are found in business directories across 2 million businesses in the UK:

  • Business activity
  • Number of employees
  • Job titles
  • Geographical area
  • Premises type
  • Turnover

Marketing Guru will use these elements to compare the distribution of companies in the UK to the distribution of companies on the customer database.

The advantage of this profile is that it will provide an accurate picture of your customers compared to the UK norm. By using the detailed business classifications, it will be easier to identify prospects with exactly the same business activity and therefore targeting should be more successful.

Marketing Guru will provide an indexed figure to show whether your customers are below or above the UK standard for that particular market sector.

Marketing Guru also has access to specialist data sources in different areas such as Telecoms or Finance, and can use the sources in-conjunction with a business directory to create specific profiles based on usage of a particular product or service.

Value & Product Group Analysis

Marketing Guru are able to provide further analysis which will segment the customers by the:

  • Products purchased
  • Date purchased
  • Frequency of purchase
  • And recency of purchase

By taking all of these factors into account, it is possible to identify the high value customers with further potential or those customers which have potential that you have not maximised. The analysis will look at spend on different product groups to identify cross purchasers and those high value and frequent customers who have potential to move up the product group life cycle.

In essence, Marketing Guru would take each variable from the analysis and append the data to the customer file to help create the complete model. We will identify:

  • High value spenders
  • Segment your customer database by the current active/lapsed customers
  • Identify frequent spenders
  • And classify your product lines according to profitability

The resultant analysis will develop “clusters” of market segments worth targeting with specific offers and promotions, helping you achieve maximum return on investment.

Predictive Modelling

Marketing Guru will use statistical methodologies such as regression analysis to predict customer and prospect behaviour for the client database. The technique will improve knowledge of the customer, enhance targeting and help to get the right message to the right customer.

These modelling techniques will provide a score on every customer record and across the prospect pool range in order to predict the likelihood of a customer or prospect responding to a marketing campaign. The model will also predict the likelihood of a customer purchasing a type of product.

What do you get? You have a much improved knowledge of your customer base, reduced mailing costs, improved response rates and ultimately, a better return on your direct marketing investment.

Consumer

Many of the data elements you can select by when purchasing a prospect database can be used to profile your current customer based with. We utilise key data sources that can be overlaid onto national prospect files and used to build targeted lists for customer acquisition campaigns.

With key demographic indicators from the latest Census, Marketing Guru is able to identify groups of households that are most likely to have a particular characteristic, such as two or more cars, for example. Multivariate data analysis of this information enables more precise targeting of individual postcodes.

For more broad-based targeting, Marketing Guru can also take advantage of geo-demographic models deployed to identify specific neighbourhood types. Different geo-demographic overlays can be set into a matrix that reveals those cells generating the highest response. For example, this approach can highlight the best combination of risk, income & lifestage segments for targeting mortgaged homeowners.

Benefits:

  • You will identify the best prospects
  • Profile against individual characteristics
  • Use predictive modelling to score consumers by propensity to respond
  • Combine geo-demographic overlays to pinpoint responsive consumers
  • Use risk scores as an overlay to target different audiences for different offers

Census Profiles

Marketing Guru and partners have developed an innovative new profiling approach which goes beyond traditional geo-demographic classifications. Using the latest information from the UK Census, Marketing Guru is able to profile a client’s customer list across more than 120 key demographic indicators.

Data is available at full postcode level and describes areas of 120 households. Variables from the Census include household tenure, property type, social class & household composition. These are key situational characteristics that are fundamental to any customer profile report.

Geo-Demographic Profiles

Marketing Guru and partners have access to the CAMEO range of geo-demographic classifications for profiling client customer files.
Six UK neighbourhood classification systems exist, built at postcode or post sector levels. They can be used independently or together to fine tune a targeting selection.

Credit Risk Profiles

Individual risk scoring provides direct marketers with the ability to apply a risk score to all UK individuals prior to contacting them. This ensures that the consumers selected have an acceptable risk profile based upon the lender’s defined criteria.

Call Qualify is a credit risk scorecard developed by Callcredit that can be used to assign future risk propensities to risk for all UK residents. Individuals are assigned a score ranging from 0 -1000 (the higher the score, the lower the risk). This provides an indicator of future risk, but also a highly predictive indication of whether a prospect will pass the credit application process.