Analytical CRM

Generate knowledge from data

Analytical CRM examines the (purchasing) behaviour of customers or customer groups. Aided by mathematical-statistical methods (data mining) from existing customer data, it is possible to generate new, relevant information and discover patterns.

At a glance

• Specific qualities, behaviour patterns and opportunities for value creation can be forecast, for example through the identification of particularly profitable customers or customers in danger of cancellation.
• We identify the relevant segments in your   customer base for your customised task.
• These segments can be described in detail with the data from the Schober lifestyle TargetBase. Various different analytical methods make it possible to provide you with a precise profile of your customer and concrete starting points for the development of your CRM measures.
• Analytical CRM provides you with important knowledge of every phase of the customer life cycle.

The benefits for you

• The knowledge gained is used as an important foundation both for operative as well as strategic sales and marketing decision. You benefit from all fields to an equal degree:
  
  • More knowledge for customer acquisition: What sort of potential is hidden inside your potential customer base, how can your newly-won customers be put into more or less advertising-relevant groups, or when and via which channels should you communicate with potential new customers?
  • More knowledge for your existing customer optimisation: What profile do your top customers have, how can you optimally realise your existing customer relationships, or how can you reactivate inactive customers or recognise and create loyalty for customers in danger of churning?
  • More knowledge about your market: What position do you occupy in your relevant markets, how high is your market penetration, or where is there fallow market potential?

Further information

The data analysed within the scope of the analytical CRM originates from typical internal transactions (purchasing, contractual, personal data), meaning information from your customer databases. These are additionally enhanced with external data (e. g. further purchasing behaviour, social class/purchasing power, geo-data, interests, etc.) By using various analytical methods, a holistic image of the actual customer emerges. It is thus possible to draw inferences on qualities, behavioural characteristics and opportunities for value creation.

We use the following analytical approaches on your behalf to uncover the treasures buried in your customer base

• Customer structural analysis
• Customer segmentation
• Customer value analysis
• Cross-selling and up-selling analyses
• Termination forecasts  
• Reactivation analysis