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Customer Newsletter -- March, 2007
Welcome to InfoTech Marketing’s infrequent (the first
in 12 years) customer newsletter. I’d like to tell you about some of the
recent developments at our company. These include new
data we’ve acquired, new analytical techniques,
and new reporting systems -- all to help you
leverage information and technology to exceed your marketing goals.
New Data
– We’ve recently acquired and analyzed new data to assist our clients
with decision-making. The new data includes:
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American Time Use Survey – We’ve collected and analyzed government
data for 2003 – 2005 on how Americans spend their time. You can
discover T.V. watching habits, time spent exercising, who is doing what
at certain hours, and more.
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Consumer Expenditure Survey – We’ve acquired the detailed data on
who spent what for 2004 and 2005. We can also profile who owns what.
For instance, you can discover the demographics of swimming pool owners,
who doesn’t have a mortgage, and cereal buyers. We can also develop
product usage segmentation schemes.
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ZIP Code Business Patterns – For 1998 – 2004, you can track how the
number of businesses, employment, and payroll has changed by industry
for each ZIP Code. We can then use this data to make forecasts of
future opportunities and design sales territories.
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Woods and Poole Forecast Database – Woods and Poole Economics
projects population, employment, personal income, wealth, retail sales,
and many other variables by county, MSA, DMA, state, and the nation
through 2030. We use this data to provide you customized forecasts by
the territories relevant to you.
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American Housing Survey – The microdata for the American Housing
Survey contains a wealth of information regarding building materials,
construction, and other variables. You can find out how many rooms are
used for home offices and the demographics of home office users, for
instance. You can also find out the types of remodeling projects
conducted by Hispanics. There’s also data by metropolitan area.
New Analysis
– We’ve also employed new ways to look at data, especially through data
mining. Some of the newer techniques we’ve used include:
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Customer Lifetime Value – We mine your data to discover who has been
your best customers, who will likely be your best customers, and
customers with potential that you aren’t presently getting.
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Decile Analysis – We split your customer base into deciles based on
revenue and determine what separates your biggest customers from your
smallest. It could be order frequency, ordered quantity, number of
items per order, etc. We also examine the migration patterns of your
customers over time. This enables you to develop cross-sell/upsell
strategies, retention programs, and more.
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Market Basket Analysis – Looking at items bought in tandem by
customers lets you recommend additional products as part of a
cross-sell.
New Reporting
– A number of clients have engaged us to create new reporting
environments for them. Our recent engagements include:
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Marketing Dashboard – You can stay on top of your progress with a
multi-faceted marketing dashboard. We’ve developed innovative ways to
integrate the familiarity of Microsoft Excel with the number crunching
capabilities of SAS.
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Sales Reporting System – We enumerated the requirements for a novel
sales reporting system incorporating marketing Return on Investment (ROI),
touch-points, and customer lifetime value.
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