Customer Flow:

Identify and understand the product adoption profile of your customers. Customer flow will enable you to identify cross sell opportunities for each customer and differentiate between high and low value marketing opportunities. This means that marketers will be able to utilise their resources wisely and effectively.

Segmentation:

Segmentation can be simple or complex. Simple segmentations provide an easy framework for the organisation of marketing but rarely deliver significant business benefit. But overly complex segmentations can provide a high level of insight and granularity but are difficult to implement. Digital Alchemy can help you build your segmentation in layers, with each layer delivering on a specific dimension of insight. Operationally these layers are brought together to match member with need and offer, to build customer relationships and organisational value.

Triggers and Events:

Trigger based marketing has proven to be one of the most successful direct marketing campaign targeting techniques. Identify, understand and leverage customer behaviour that may lead to new sales opportunities. Customer interactions and the subsequent purchases are examined to identify relationships between triggers and events allowing the right information to be sent to the right customer at the most appropriate time.

Propensity Modelling:

Digital Alchemy's team are specialists in building propensity models, which will allow your specific targeting to become a reality. The models predict a customer's probable behaviour and indicate who you should be targeting first in terms of those most likely to buy. This enables marketers to focus their resources on the high value customers or identify potential churn within high value groups, and therefore focus on marketing for their needs and profile.

Customer Valuation:

Though important, customer valuation is often left unaddressed because of the difficulty in calculating a robust value that meets the organisations financial and marketing criteria. We have developed customer valuation expertise in telecommunications, banking, insurance and airlines. Through this experience we can guide you through the process of understanding your customer's value and integrating that understanding into your customer management framework.

Automated Execution:

Digital Alchemy offers fully automated, trigger-based execution across multiple direct channels. This continuously executes campaigns, facilitating immediate responses to relevant customer contact ensuring the right offer is sent to the right customer at precisely the right time. Traditional marketing is not designed to respond to these types of customer interactions meaning that the opportunities to realise incremental sales are continually lost.