Marketing & Customer Analytics Consulting, Implementation & Integration

A deep understanding of customer behavior is the key to increased profits; Pinpoint’s service helps you refine that understanding.

Understanding the customer is really what marketing is all about. It enables more targeted, granular marketing campaigns. Ideally, it enables you to get the right message to the right customer at the right time. And doing those things will surely increase the return on your marketing spend.

Pinpoint’s Analytics Services Include:

Customer Behavior Analysis

knowing who your customers are and how they interact with you; using business intelligence and data mining technologies to provide dashboards for key metrics and automated alerts of key events or changes in customer behavior patterns.

Customer Value Modeling

knowing the total value of each customer to your business – both historical actual value and future lifetime value – in order to allocate incentives and rewards profitably.

Predictive Modeling

using past behavior and responses to marketing offers so as to match the right offer to each customer, thereby increasing retention and customer profitability.

Reaching your customers with relevant and timely communications starts with understanding what your customers are doing, what they like or prefer, their interaction and transaction history, their business relationship tenure and their channel preferences (web, phone, etc.).

Pinpoint’s services include three distinct approaches to performing analysis of customer behavior:

Customer Data Mining

By inspecting relationships among all of the data amassed on customers, data mining seeks to discover patterns of behavior – or indicators of such patterns – that can be used to formulate marketing programs or campaigns aimed at maximizing revenue per customer. Alternatively, it can be used to reduce the marketing spend on probable low-value customers.

Pinpoint ensures insights from data mining activities are made actionable by formally connecting the data mining process to the offer/message formulation and targeting processes using campaign management. Without this connection, the value of the insight will remain unrealized.

Marketing & Customer Business Intelligence

Marketing business intelligence provides reporting on a known customer pattern or profile, either on a periodic, ongoing basis or as a one-of or ad-hoc query. Business intelligence informs decision makers and knowledge workers of the latest developments in customer behavior and marketing effectiveness.

Pinpoint delivers personalized business intelligence via:

Dashboards – continuously updated snapshots and trends of key performance indicators and other metrics of interest, delivered to the desktop of each decision maker
Interactive business intelligence – the capability to conduct exploratory analysis of customer behavior by “slicing and dicing” aggregated customer data along various dimensions, such as time, product, channel, geography and demographics.
Pattern Detection – automated detection of customer behavior patterns that indicate opportunities for special action, such as customers with high attrition risk or customers likely to respond to an up-sell or cross-sell offer.
Traditional Reporting – generation and distribution of standard and ad hoc summary and detailed reports, using pre-specified filters and data aggregation dimensions, thereby providing decision makers at all levels with the information needed to manage the business.

Customer Segmentation

Segmentation involves clustering customers by common characteristics – based on interaction and/or external psychographic or demographic data – so as to enable differentiated treatment of them by Sales, Marketing and Customer Service.

Pinpoint’s approach combines traditional customer segmentation metrics, such as purchase activity or assets under management (in financial services), with measures such as attrition risk and customer profitability to provide more fine-grained segmentation, thereby maximizing customer value.

Use Web Behavior To Drive Business Decisions

Web analytics can help you understand if your website is working the way it is intended. Is your site giving users the information they need to help them interact and engage with your brand? Are you analyzing your web data to make decisions that move the user toward engagement?

Pinpoint’s Web Analytics Services help you understand a users’ path to engagement and how to turn that data into the actionable intelligence you need to improve marketing relevance and customer engagement.

Visitor Profiles

Gain Customer Insights through Visitor Profiles

Creating visitor profiles with information of: frequency and duration, product and service, browse activity, search terms, etc., is one way to begin to analyze user behavior to use for segmentation and target marketing.

Scenario Reports

Use Web Analytics to Help with Low Conversion Rates

Standard scenario reports provide insight into the conversion funnel to help you improve conversion rates.

Path Analysis Reports

Utilize the Standard Analytics Process and Drill Down to Monitor Desired Behavior

Path analysis reports analyze how individual users are actually navigating through your site and can help you to make decisions based on the data collected.

Struggle Analysis

Utilize replay sessions to understand where visitors are struggling and improve their customer experience

Struggle analysis alerts report incidents of sub-optimal user experience and barriers to conversion, and link to session replays so you can analyze the reasons for the struggle and implement improvements.

Customer Value Marketing: Analysis & Modeling Consulting

Part of understanding your customers is knowing not only the actual revenue and profitability at an individual customer level, but also the potential value of each customer throughout the life of their relationship with you. Forecasted lifetime value varies from customer to customer based on factors such as life stage, demographics, depth and breadth of the current business relationship, and historical transaction patterns.

The Customer Level Is The First Step

Modeling lifetime value at an individual customer level is the first step. The next step is making this model actionable as a key piece of segmentation information used to provide differentiated treatment of customers in Marketing, Sales and Customer Service.

Pinpoint helps its clients build models that accurately forecast each customer’s lifetime value to the firm, by identifying the determinants of customer lifetime value (CLV) that apply to your business. CLV models are used to score customers in real time at the point of an inbound interaction, such as a website session or call, so that the latest CLV information helps drive how you respond to each customer. Our clients seek to improve the current value of their highest-CLV customers through cross-selling campaigns and other means of increasing their brand’s “stickiness” with these customers.

Customer Predictive Behavior Analysis & Modeling

Predicting Customer Behavior In A Given Situation

The wealth of customer data collected by most organizations provides an opportunity to predict customer behavior based on statistical analysis and other quantitative methods. This predictive information is a key ingredient of making the right offer at the right time to each customer. The objective is to predict customer behavior in a given situation, based on the customer’s known attributes and past behavior.

Pinpoint’s Customer Analytics

Attrition – what customer behavior patterns lead to or portend that customer forsaking us for a competitor?
Propensity to respond – what factors are associated with customers who take us up on a certain type of offer?
Next best product/action – for a given customer, what product or marketing/service action is likely to be best received?