Marketing Data Analysis—Data Warehouse Technology for Database Marketing

For database marketing and click stream analysis, the challenges our customers address with illuminate can be categorized into three main areas:

1. Customer Acquisition
2. Growth of Customer Value
3. Customer Retention

Customer Acquisition (Move them IN !)

illuminate helps here with marketing data analysis that provides better ways to:

• Build better prospect profiles and target segments;
• Combine internal and external data-sources;
• Better fit propositions to segments defined;
• Better measure costs and results;
• Track indirect effects of a database marketing campaign;
• Perform web click stream analysis;
• Track effects in a multichannel environment;
• Measure and analyze the results of each activity.

Growth of Customer Value (Move them UP !)

illuminate helps here with marketing data analysis that provides better ways to:

• Build better customer profiles:
• Combine internal and external data sources;
• Detect patterns in buying behavior;
• Not only use customer features known, but also all purchases, in time…
• Define a more detailed concept of ‘best’customer.

• Grow share of wallet:
• Actively exploit up-sell and cross-sell opportunities;
• Build and measure customer loyalty programs.

• Measure and analyze the results of each database marketing activity:
• Analyze new product launches;
• Perform sophticated click stream analysis of web marketing campaigns and self-service tool usage;
• Manage the use and measure the results of multichannel campaigns.

Customer Retention (Don’t let them OUT !)

illuminate helps here with marketing data analysis that provides better ways to:

• Build more sophisticated profiles of customers suspect to leave;
• Find patterns in churn and pre-churn behavior;
• Not only use customer features known, but also all activities, in time;
• Explore the best fit of type and timing of promotion to prevent churn;
• Define ‘best’customers to decide the right effort to keep each individual;
• Measure and analyze the results of each database marketing activity.