Descriptive Modeling
Descriptive Modeling dives deep into the data that you have about your customers and turns it into actionable intelligence. Peppers & Rogers Group's Managed Analytics team will help you look at your information through a new lens so you can make more informed decisions. Key descriptive modeling deliverables are described below.
Customer Segmentation
Customers differ with respect to why they use products and services, how they use them and how much value they bring to the company. Even customers that use the same services might have completely different reasons for using them; and customers with similar values might be using different services.
Customer segmentation is the process of dividing a customer base into groups which present similarly in specific ways that impact marketing and customer service treatments. Peppers & Rogers Group's customer segmentation methodology is built on three dimensions: customer value, customer behavior and customer needs.
- Value-based segmentation identifies the value that a customer brings to your enterprise. Knowing the value of each of customer is useful in devising strategies in one of the most important aspects of business: targeting and retaining high-quality customers
- Behavior-based segmentation complements value-based segmentation by analyzing customer product usage and behavior. The analysis is based on existing transaction, interaction and demographic / firmographics data to help the enterprise identify the levers that will motivate customers to change their behavior for desired results. Behavior-based segmentation also takes into account lifestyle factors such as brand selection, time and frequency of purchase, amount per transaction and location of purchase.
- Needs-based segmentation offers an opportunity to capitalize on the hidden motivations that drive customer behavior. Through direct customer interviews and focus groups, Peppers & Rogers Group's Managed Analytics finds they "why behind the buy" to make customer interactions more effective.
By combining these segmentation approaches, Peppers & Rogers Group develops customer portfolios that drive more effective resource allocation and bottom-line results. Learn More
More Solutions
Beyond these signature capabilities, Peppers & Rogers Group Managed Analytics also offers such solutions as Prospect Leveling, Market Basket Analysis and much more.