Data Strategy

The objective of a data strategy review is to assess the data requirements, needs and opportunities in the context of an overall marketing strategy. Deficiencies in the marketing infrastructure are often a key barrier implementing a strategy. Developing a comprehensive data strategy is a key element to a successful strategy implementation.

Our data strategy review has four key elements;

• Business context
• Data audit
• Data process audit
• Opportunity assessment
• Recommendations

To read more download the paper data strategy

Segmentation and Targeting

In the context of our work, the purpose of customer analysis is simple,

                          ...improve marketing performance.

Any use of data for targeting or segmentation requires considerable understanding of the underlying data. Without this, erroneous assumptions can lead to meaningless results.

Good analysis challenges our current understanding and assumptions about who is buying product when and where.

There are 7 key work areas in our customer analytics offering;

• Segmentation
• Target cross sell opportunities
• Target up sell opportunities
• Retention modeling
• Customer Valuation
• Response analysis
• Web analytics

To read more download the paper customer targeting

Continuous execution

Execution is fundamental. The day of large one off campaigns, if not gone are numbered. A continuous marketing infrastructure ensures every possible high value opportunity is executed within the customers purchasing timeframe not a campaign calendar.

The future is high frequency, small shot, and progressive improvement.

The key features of a continuous marketing capability are

• implement a new campaign in days or weeks not weeks or months
• quickly refine or change targeting based on response learning
• execute ongoing campaigns with little or no intervention
• run many (100's) of campaigns simultaneously
• regular reporting and monitoring

To find out more about we can help you achieve a continuous marketing capability contact us on info@digitalalchemy.com.au

Customer flow

Selling products sometimes has uncertain outcomes. Unfortunately not all product sales are profitable or value adding. Selling products to customers who do not behave profitably post sale is expensive. Not only has it cost you to sell the product, there is now the ongoing cost of managing an unprofitable relationship.

Using the Customer Flow methodology we measure the dynamic value flows in your customer base. This overcomes these issues by ensuring the opportunities being pursued are value adding not value diluting. This value focus is reinforced in our progressive modeling by building targeting models that hone in on the most profitable customer profiles.

To read more download the paper Customer flow

MatchLogic Progressive Iterative Marketing

Smarter marketing is a process of transforming customer understanding into effective marketing programs that capitalize value creating opportunities.

1. Turn customer information into insight that helps you understand their individual buying cycle.
2. Develop or analyzing it, and rules for acting on it - is the next step.
3. React automatically - in some cases this will be in real-time - with messaging and offers appropriate to each individual customer is the last step, closing the loop, and providing your audience with that most elusive type of content: what they want.

And over time, the more your customers interact with you, the more refined your messaging becomes. Think of it as engaging in a meaningful and ongoing marketing dialogue with your customers and prospects - as opposed to a series of random, unrelated and uninformed conversations.

Whether your mandate is acquisition, retention, customer growth, or marketing optimization, Digital Alchemy solutions give your business the power to put the right message in front of the right person at the right time - which makes better use of your marketing budget. Not to mention, your customers' time.

MatchLogic is a progressive iterative Marketing Platform with analytic and strategic implementation services to provide four unique solutions built around your business needs.

• MatchLogic for Acquisition
  Better understand and convert known and anonymous prospects into profitable and loyal customers. MatchLogic progressively builds the prospect profiles and hones in on the best prospects
• MatchLogic for Retention
  Better understand and respond to the changing customers needs to protect and expand valuable customer relationships.
• MatchLogic for Growth
  Understand every value enhancing customer opportunity and respond with an appropriate up-sell or cross sell offer.
• MatchLogic for Optimization
  Optimise multiple offer opportunities at the customer level to maximize profit, revenue or sales volume.