Case study outline:
THE PROBLEM: All companies have customer data. Some have gathered robust amounts; others have less extensive sets. Regardless, everyone realizes this data is an important asset that holds great value within. But do you have the ability to successfully extract that value in the form of marketing insight and opportunity?
The goal is to know who to target, what offer is best, how to accurately time the offer for the individual, and how to deliver multi-channeled marketing that can be measured. Companies realize the challenge and difficulty in achieving this end goal with success. They want to move beyond just marketing. They want to graduate to executing Lights-Out Marketing.
ANALYSIS: Analysis begins with the consolidation and hygiene of a company’s customer data. All relevant data from throughout the organization is assembled in one location to perform rich customer analysis. The 360° view of the customer enables the analysis to identify a set of unique portfolios with elements like persona, needs, wants, lifecycle, and value articulated. Then, with this insight, detailed marketing opportunities are outlined for each portfolio that can be put into place immediately. These opportunities are translated into targeted programs, designed to increase sales, grow existing customers, generate referrals, and much more. The marketing analysis deliverable is action oriented, with portfolios defined, actual programs outlined, and offers detailed.
MARKETING SERVICES: Customer Portfolios works with clients to execute intelligent marketing services, leveraging the insight and opportunities exposed in the marketing analysis. Working through all marketing channels, CP can put in place targeted programs and Lights-Out Marketing campaigns that are measurable, with detailed reporting generated per the client’s specific needs. All execution is built off of the ongoing analysis performed on the CP Marketing Platform.
RESULTS: Our work is based on measurable, quantifiable results. We enable clients to execute Lights-Out Marketing to target specific customers with the best offer, at the precise time, via the right channel. Results are captured both explicitly, with the offer and purchase directly connected to the program, and implicitly, with the purchase not associated with, yet driven by a program and offer. Within the data lies the opportunities: you can harness the power to execute Lights-Out Marketing to grow the value of your customers and your business!