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PBT GroupMarketing models – support the brand acquisition drive and the marketing strategies along the customer life cycle

Marketing models – support the brand acquisition drive and the marketing strategies along the customer life cycle

The Company

A large retail group of companies which operate chain stores that retail clothing, cosmetics, jewellery, accessories and sporting goods in more than 4,000 outlets across 34 countries.

The Business Challenge

With a drive of new brand acquisitions, the company needed to better understand its business globally and leverage the synergy and growth of its organisation across all brands.

The Solution

A suite of analytics models was built, each with a specific focus:

  • Model 1: Market Basket Analysis tracing purchases across the 20 brands.
  • Model 2: Predictive Up/Cross-Selling model focusing on growing the business in its flagship brands.
  • Model 3: RFM model looking at customer behaviour across all brands.

 

The Value Proposition

The associated benefits and costs savings of

  • Increasing the mix of brand throughout the customers’ purchase behaviour
  • Using the predictive Cross-selling scores in combination with the Market Basket knowledge to increase the product uptake across brands
  • Exploiting the RFM scores to better target customers with specific marketing actions
  • The knowledge gained through the models’ output is used to develop companywide marketing strategies over the entire customer life cycle

Technology

SPSS
Tableau

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