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International conference of data miming, Pisa 2009 - Marketing intelligence
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Easy Analytics Everywhere
TM
““Mining Value In Marketing Campaign DataMining Value In Marketing Campaign Data””(Domenico Greco – Aster Group President)
©2008 E
xeuras.r.l. –
Confidential and P
roprietary
Powered byPisa, 16th December 2008
2008/12/16 © 2008 ASTER – Confidential and Proprietary Page 2/14
ASTER Group Profile from Dealership to Leadership
Our company’s life time assets – 4 transformation phases
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Matching Business Needs & Customer Value
Sustainability and competiveness continuously driven:
Gap analysis on B.U.: what customers should buy?
Cluster analysis on customer “life time value”: which customer contact, when and how?
The results are merged to determine the operating budgets for One-to-One marketing campaigns, thus optimizing the allocation of resources: time, budget, information, and human resources.
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The Challenge: to exchange experience with analytics
Learning by Doing
> 1.000 Per year
Yearly transactionaldata on over
500M €
Customer Data for 300,000
customers
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Business Analytics Needsthe collaboration with Exeura
1. What’s the value of our MKTG campaign? We need to define an effective concept of value created by MKTG campaign. We need to accurately forecast the results of each campaign;
2. Why MKTG campaigns generate value? We need to discover on a short time the key variables that determine the success of a marketing campaign;
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Business Analytics SolutionMarketing Effectiveness Index
How does a MKTG campaigns create value? What’s the real effectiveness of a MKTG campaign?
Actual value – economic flow produced during the period of time for the evaluation; EI (IE) = effectiveness index
Potential value – prospected economic flow generated after evaluation period. PEI (IEP) = potential effectiveness index
General Effective Index: GEI (IET) = IE * IEP
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Step 1: Campaign Assessment by GEI
GEI distribution
0200400600800
1000120014001600
0 100 200 300 400 500 600
campaign ID
GEI
GEI per type
-
200
400
600
800
1.000
1.200
1.400
1.600
MKTG Auto
MKTG Auto
MKTG Auto
satis
faction
satis
faction
satis
faction
satis
faction
satis
faction
Service
MKTG
Service
MKTG
Service
MKTG
Service
MKTG
Service
MKTG
Service
MKTG
Service
MKTG
Service
MKTG
Service
MKTG
Service
MKTG
Service
MKTG
Service
MKTG
Service
MKTG
type
GE
I
We applied this model to our CRM DB: this was the first time we were able to order our MKTG campaign by effectiveness
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Step 2: Campaign Value Prediction
why MKTG campaigns generate value ?
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Insights in Customer Behaviors
By analyzing the information we learned aspects of our customers
not well known or understood before:
The average life time of the relation with the customer;
The average of KM our customers make in life time relation;
The seasonality and cycles of our customer visits
The purchasing patterns (cars and services)
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Insights in Value Drivers
By Leveraging Multivariate regression model we have discovered:
The customers redemption is different according to the shop and
to the salesman related with the customer;
The automotive brands and models that are likely to produce
positive customer response to a marketing campaign;
The most profitable stages of a customer relationship.
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Integrating Analytics with“Marketing Decision Making”
Customer DB 1
OptimumMarketing Variables2
MKTG Campaign 3
AttendedValue4
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Gap Analysis Customer analysiisBusiness analytiics
MKTG Programs
B.U. A
B.U. B
B.U. C
K.P.I. Value drivers
Our new Business Model poweredby Business Analytics
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About Exeura & Rialto 2008
Exeura is 8 years old spin-off of University of Calabria with offices in Chicago, Milan, Cosenza and soon Frankfurt
Leverages 20+ years of leading edge research and innovation funded by government grants and tested in early market trials
Over 15 market trial applications in the areas of health care, finance, insurance, government and intelligence
Rialto 2008: Easy Analytics Everywhere
Exeura Academic Program provides free access to instructors and researchers as well as highly discounted licenses for UniversityAdministrative Offices
