Marketing and Customer Strategy
Big Data is changing the face of marketing and customer strategies. It is the single most important opportunity for businesses since the popularization of the Internet and e-Commerce. Businesses are now able to access new insights because computing technology allows for the crunching of vast amounts of customer data. Big Data embodies a management process by which Portemus helps its clients obtain new insights into the existing and new customer segments, drive increased life time value, increase sales effectiveness and analyse customer experience.
Understanding the most effective customer segmentation model and how that fits your competitive positioning and business strategy is critical for success. Advanced analytics and Big Data can provide drastically greater resolution of customer segments and often reveals new insights compared with traditional simplified segmentation models. This drives new high resolution insights and allows you to value and treat microsegments differently.
Portemus consultants work alongside your marketing and sales teams to collect existing segmentation schema and analyse existing structured data and new broad unstructured customer data usage patterns to build a new segmentation platform that delivers actionable insight to your business. Once acquired, this new platform becomes one of the key levers for driving the marketing mix.
Understanding customer segmentation allows for powerful insights in managing customer lifecycles. However, customer segmentation that neglects channel segmentation is blunted. In addition to traditional structured data that provides insights to lifetime value (LTV), we examine how channel and other important metrics affect the segmentation system. It is only once you look at LTV within this context that you can align customer acquisition costs and compute ultimate customer profitability measures.
Our solutions deliver sustainable value creation permitting clients to choose where on the revenue vs profit curve they wish to live.
We work with clients to create and implement necessary and beneficial transformation programs to put new intra- and interdepartmental processes and policies in place to ensure that the new analytical insight is actioned and capitalised upon.