Jubair12345

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Case Studies
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Digital Media Analytics and Dashboard

• Challenges
• Several disparate sources for leads
• Unable to complete the leads to sales journey
• Significant leakage in leads

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Digital Media Analytics and Dashboard

• Solutions
• Leveraged our platform to a dashboard that
  integrates data from all sources
• Simple, intuitive dashboard
• Display various analytics that enables client
  with spend optimization and sales process
• Days in market
• Cost/conversion by media source

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Digital Media Analytics and Dashboard

• Value to the customer
• Ability to see a variety of custom reports on a
  fly
• Custom reports for each stakeholder with zero
  click
• Cost and labor saving related to reports creation

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Digital Media Analytics and Dashboard
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Improve Paid Search Performance

• Opportunity
• Improve year over year ROI of a well-established
  search program.

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Improve Paid Search Performance

• Solutions
• Segmented keywords based on impressions, clicks,
  conversion, revenue and cost and created 9
  keyword segments.
• Developed and implemented segment specific bid
  management strategies.
• Additional savings through Device, Network and
  Day Parting strategies

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Improve Paid Search Performance

• Outcome
• Increased leads by 20
• Reduced CPA by 25

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Improve Paid Search Performance
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Increase Credit Card Spend

• The Challenge
• Increase spend from Platinum credit card holders.
• To distinguish the customer segment with
  variables.
• Increase its incremental revenue
• Analyze customer behavior and characteristics to
  target.

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Increase Credit Card Spend

• The Solutions
• Segmented consumers based on Recency, Frequency,
  Monetary and Spend Category. Mapped lifestyle
  variables to segments to quantify spend potential
  and identify spend categories
• Estimated share of wallet for each category by
  segment
• Customize offers based on share of wallet
• Targeted bill inserts and emails to promote offers

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Increase Credit Card Spend

• The Outcome
• Increased spend by 30 over the next 6 months
• Able to differentiate best and worst segments
  based on the pattern of spend
• Understand patterns and reasons to minimize
  negative segment population and increase positive
  segment population

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Increase Credit Card Spend
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Response Model For A Gift Catalog Company

• Background
• A leading catalog company selling gift hamper and
  individual gift items through online and offline
  catalogs had tried RFM model for mailing
  catalogs. However, the response rates were not
  satisfactory. So, they approached Deeta to
  increase response rates for its email direct mail
  communication.

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Response Model For A Gift Catalog Company

• Approach
• Combined behavior variables including response
  propensity by media and purchase propensity by
  channel (online vs offline) with demographic
  variables
• Developed linear and logistic regression models
  to score response propensity of customers by
  media (including cross-media)
• Used driving variables to segment customers using
  cluster analysis
• Developed contact strategy using media and
  channel propensity

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Response Model For A Gift Catalog Company

• Results
• Increased response rate by 8
• Revenue/contact increased by 14

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Response Model For A Gift Catalog Company
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Increase Revenue For A Specialty Apparel
Multi-Channel Retailer

• Background
• A specialty multi-channel apparel retailer was
  using both brick-and-mortar and eCommerce to sell
  to its customer base. The client wanted to
  understand the characteristics of best
  customers both from behavior as well as from
  demographics perspectives.

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Increase Revenue For A Specialty Apparel
Multi-Channel Retailer

• Approach
• Extracted and cleansed the customer behavior data
  across all channels and appended demographic
  variables from Experian
• Developed multi-variate regression model to
  identify drivers of sales and validated model
  using CHAID
• Used Significant Drivers from regression and
  CHAID to segment customer base using cluster
  analysis
• Recommend segment specific strategies to increase
  sales

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Increase Revenue For A Specialty Apparel
Multi-Channel Retailer

• Results
• Best Customers are multi-channel buyers (Catalog
  and in-store) from New England or the Northwest
  that lived more than 20 miles from the nearest
  store
• Highest value segment represents a 523 gain over
  the average customer
• Migrated 6 of the audience from average customer
  segment to higher value segments leading to 11
  increase in overall sales

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Increase Revenue For A Specialty Apparel
Multi-Channel Retailer
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Increase Share-Of-Wallet From Customers For A
Mid-Western Casino

• Background
• A mid-sized casino the mid-west wanted to
  increase revenue from its existing customer base.
  They tried cross-selling other features in the
  casino with moderate success.

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Increase Share-Of-Wallet From Customers For A
Mid-Western Casino

• Approach
• Deeta analyzed all data and concluded that the
  most effective way to increase revenue is to
  increase visits from current customers. Further,
  it looked like current customers were visiting
  the client only a portion of all their casino
  visits
• Using a combination of survey and behavior data,
  Deeta developed a share-of-Wallet model for the
  core customer base

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Increase Share-Of-Wallet From Customers For A
Mid-Western Casino

• Approach
• Client casino had only 40 Share-of-Wallet even
  among its core base.
• Deeta recommended strategies to increase share of
  wallet

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Increase Share-Of-Wallet From Customers For A
Mid-Western Casino

• Results
• Share of wallet increased to 60
• Leading to incremental revenue of 1.5M/year

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Increase Share-Of-Wallet From Customers For A
Mid-Western Casino
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Lead Management Analytics And Dashboards

• Challenges
• Several disparate sources of digital data
• Data from Google Adwords, Google Analytics, Bing,
  Facebook, etc.
• No single source of truth to clients

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Lead Management Analytics And Dashboards

• Solutions
• Develop a dashboard that pulls data from all
  sources containing leads data
• Pull sales data from CRM
• Tie leads to sales
• Display various analytics that enables client
  with spend optimization and sales process
• Cost/conversion by media source

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Lead Management Analytics And Dashboards

• Value Addition to the Customer
• Optimize media spend based on cost/conversion
  opposed to cost/lead
• Offers to prospects when they are close to
  purchase
• Increased close rates and decreased
  Cost/Conversion

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Lead Management Analytics And Dashboards
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Optimize Shelf Space Planning

• Challenges
• To identify products with declining sales
• Develop shelf space and promotion plan for
  product with lessening sales
• To determine ideal pricing of the product for
  active sales

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Optimize Shelf Space Planning

• Solutions
• Conducted market basket analysis to identify
  products with most affinity to our target product
• Conducted price elasticity and cross-price
  elasticity analysis to determine the most optimal
  price point and effective promo offers
• Recommended product placement, price and promotion

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Optimize Shelf Space Planning

• Outcome
• Time saved for client digital marketing team with
  easy to understand and easy-to-update dashboards
• Increased the sales growth

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Optimize Shelf Space Planning
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Reduce Customer Churn And Encourage 2nd Visit For
First Time Customers Of A Mid-Western Casino

• Background
• A mid-sized casino the mid-west was experiencing
  poor repeat visits of first time visitors coupled
  with increased churn of their repeat customers

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Reduce Customer Churn And Encourage 2nd Visit For
First Time Customers Of A Mid-Western Casino

• Approach
• Score all new guests following their first visit
  - What is their likelihood of returning 2 times
  within 12 months and spending at least 100?
• Each new customer has a scores of their
  likelihood to repeat visits
• Developed another model to score customer churn
  probability

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Reduce Customer Churn And Encourage 2nd Visit For
First Time Customers Of A Mid-Western Casino

• Approach
• Each repeat customer has churn probability score
• Developed both models based on logistic
  regression
• Used model drivers to recommend media, offer and
  creative

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Reduce Customer Churn And Encourage 2nd Visit For
First Time Customers Of A Mid-Western Casino

• Results
• First time Visitors retrial increased by 20
• Reduced customer churn by 15
• The above two aspects contribute to 750K/year in
  incremental revenue

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Reduce Customer Churn And Encourage 2nd Visit For
First Time Customers Of A Mid-Western Casino
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Tag Management And Analytics

• Challenges
• Paid search was driving conversions with a little
  or no conversions from Display
• SEO was driving conversions as well
• Client desired to optimize cross media spend in
  digital media using assist data

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Tag Management And Analytics

• Solutions
• Develop a dashboard that generates cookie codes
  to be placed on client sites
• Cookie collects visitors website data
• Collect conversion and assist data by media
• Collect data by Geo and time of the day

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Tag Management And Analytics

• Value Addition to the Customer
• Optimize media spend based on conversions and
  assists
• Improve cross media spend by Geo improved
  geo-targeting
• Improve day parting

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Tag Management And Analytics