Case Study

Capturing the preference

pattern of micro-segments
within customer segments
Designing a multi-prong
strategy to obtain maximum
ROI from marketing campaigns

Client: A multi-national fast food

joint
Summary

• Our client was having problems in identifying the customer

Business segments and so the campaigns designed were not meeting with
the expected level of success.
Objective • It was looking for ways to capture trends within each segment so
as to address each identifiable pattern accordingly.

• Cequity identified the broad segments according to the vintage

• Within each of these segments , it found out patterns with respect
to spend, activity, menu items, coupon utilization
Solution • Crystal clear picture emerged out of these micro-segments which
formed the foundation of client’s efforts to build effective
campaigns.

• Our client had the liberty to design campaigns literally keeping in

mind profile of each customer within each micro-segment.
• As a by-product of the analysis , our clients got a definite picture of
Results the gap between low-value and high-value customers & designing
special packs to migrate members form the former block to the
latter one.
Business Objective

Our esteemed client was finding difficulty in achieving the targeted

ROI in marketing campaigns. Budget was being spent, but still if
suffered acutely from attrition of its vintage customers.
At the same time the fast food industry was performing fabulously,
so there was all the more incentive for our client to partner with
Cequity to get quantifiable business value through our ‘analytics
managed services’ model.

We helped our client to harvest the mounds of data from loyalty

system to reap bumper crops by providing jumpstart for Business
Managers to analytics.
The Results were:
identify promos for each campaigns to make them more profitable
Sales forecasting
Dashboard & Scorecard generation
Solution – Finding out micro segments
Effective
The technical proficiency & domain knowledge of campaigns for
each of these
Cequity were instrumental in segmenting the identified micro-
segments
customers effectively.

Increasing order of recency

Vintages: Customers Recently Acquires:
Customers who have New-Bies: Most recent
who have joined long joined before a specified acquisitions of our client
ago time period
Decreasing order of value

High
Hi-Value Potential
Value

Low-Value Value
Growable
•Increasing Builder
spend
•Decreasing
Spend Frequency
Thrifty
Builder

Fence- Thrifty
sitters
Solution – Finding out micro segments
Effective
The technical proficiency & domain knowledge of campaigns for
each of these
Cequity were instrumental in segmenting the identified micro-
segments
customers effectively.

Increasing order of recency

Vintages: Customers Recently Acquires:
Customers who have New-Bies: Most recent
who have joined long
Decreasing order of value

joined before a specified acquisitions of our client

ago time period

High
Hi-Value Potential
Value

Low-Value Value
Growable
•Increasing Builder
spend
•Decreasing
Spend Frequency
Thrifty
Builder
Solo
Variety Single Decreasing
Connoiss Fence-
Seekers Favorite Favorite
eur Thrifty
sitters
Solution –Campaigns Design

Vintage Low Value

Recently Acquired New-Bies
Decreasing Spend
Variety Seekers Potential High Value
Give them Offers to improve their Should be nurtured; every effort to
Retention campaigning should be
variety, For e.g.: “Domino’s New retain them through special
done with them
Taste of the Week Offer !!” privileges, birth-day offers, etc
Solo Connoisseurs Growable Value Builder
Give them Offers to promote their
Need to pushed through frequency Campaigning should be done to
choice, For e.g.: Discount Coupon
builder campaigns increase frequency.
for 3 same pizza over a month !! ”

Single Fav Thrifties Frequency Builder

Campaigns to make them taste To make them spend more sell Campaigning should be done to
other dishes large baskets increase spend.

Decreasing Fav Fence Sitters Thrifties

Their favorite item is not able to Need frequent communication;
bring them frequently so give Push campaigns
them Offers to try new items.
 Results

Campaign
development,
execution and
Model development & tracking
Micro-segmentation

Train of thought Increasing

analysis, training & return on
consulting Targeted marketing
Campaigns investments
Integration
Actionable
of Data Drill Down
Analysis
Single
Customer
View
 Results

Campaign
development,
execution and
Model development & tracking
Micro-segmentation

Train of thought Increasing

analysis, training & return on
consulting Targeted marketing
Campaigns investments
Integration
Actionable
of Data Drill Down
Analysis
Single Quantification
• Increase Active • Sa l es forecasting
Customer ba s e • Promoti on
• Bra nch Analysis
View • Better
• Bra nch
effectiveness and
understanding of opti mization
cus tomers performance
s corecard
generation Trends Analysis &
Segmentation
decision making
 Thank you
Customer Equity Solutions Pvt. Ltd.

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INDIA USA
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Phone: +91 22 4345 3800
Fax: +91 22 4345 3840
www.CequitySolutions.com