Our capabilities focus on generating incremental marketing insight from a client's current customer data. This can be used to identify and segment target audiences comprised of people that look like their best customers. This results in improved targeting, increased conversions and reduced direct marketing costs.

Customer Profiling

In our experience, the most efficient use of marketing investment is to focus on the right target audiences. Our Customer Profiling looks within the client's customer database to identify the most descriptive traits and segments of their ideal customer which are then used to find prospects that look like them. This information can also be used to understand customers that cancel, default or demonstrate other negative behavior. Specifically, we use empirical evidence contained in the customer database to:

• Identify traits of buyers who use specific services
• Target audiences/segments that are unique in composition of age, income, home ownership, marital status, ethnicity, wealth, behavior, discretionary spending, etc.
• Identify services that are most appropriately marketed together

Segmentation Schemes

Another tool for improving the value of a customer database is to validate the segmentation scheme. Upon identifying the core segments of a client's customer database we develop more detailed understandings of each segment and the levers that impact value. This then can be used as the baseline for a tier-migration strategy that looks to increase the value of the customer relationship over-time by migrating the customers through the customer lifecycle and into higher value segments.

Consumer and Predictive Modeling

Should a Customer Profile result in a large target audience or broad segmentation scheme, models can be used to prioritize prospects, predict outcomes or rank other areas of importance, including the following basic applications:

• Best Customer: Identify who is the best customer and/or who has the most upside
• Customer Cloning: Identify the key traits of your top customers and find prospects that resemble them
• Lost Customers: Regain customers whose patronage has dropped dramatically or totally lapsed
• Other Methods: Recency, frequency and monetary (RFM) analysis, lifetime value (LTV), lifestage or cross-sell/up-sell

Smart Geo-Targeting

As companies expand trading areas, the need for geo-targeting grows. When prospecting or targeting, customers who reside near specific locations, knowing your neighborhood is key. We find consumer behaviors, preferences, and socio-economic characteristics are linked by location. V12 Group has 1,000+ data points for every U.S. ZIP Code and Carrier Route and extensive abilities to assist local marketing including:

• Trade Area Analysis: Defined by radius, travel time, customer list, consumer segments, ZIP codes, etc.
• Executive Summaries: Socio-economic report of wealth, crime, housing value and more by ZIP codes, radius, drive time, market, state, etc.
• Customer Penetration: Identify where your customers are concentrated geographically and analyze the impact for you to expand the market.

Modeling & Analytics Overview (PDF)

• Modeling & Analytics Overview