First, we can look to target those customers with different marketing messages based on their longevity. Secondly, we may be able to predict which of our newly acquired valuable customers are likely to have a long engagement with our brand. Furthermore, analyse whether we are getting better at retaining customers in the high-value segments.
“How are the characteristics of your long-term customers similar to those of new customers? How are they different?”
Discoverer now allows this type of analysis within the Segmentation tool. This is an extension of the ‘Migration’ analysis that has previously been supported (where you can look cyprus mobile phone numbers at which segment a customer was in at 2 different time points). Time can be banded into periods so we can group customers by the length of time they have spent in a segment (e.g. 0-6, 6-12, 12-24, >24 months). The retention tool then displays the number of people in each segment in each band. All these results can then be turned into selections in order to aid further analysis or for outbound marketing purposes.
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Conclusion
We have described two new additions to the segmentation tool which have enhanced the analysis that can be undertaken with regards to understanding how people move between segments and how long they have been in a segment. This information can be used to both define outbound marketing segments and to gain a deeper understanding of our customers.
In Discoverer, Data Grids allow users to see attribute details of the records that are currently selected.