Portfolio Marketing
Our suite of Portfolio Marketing services utilizes both traditional and modern analytic techniques to analyze, identify, and predict behavior within a customer portfolio. This unique understanding of customer purchasing habits enables our clients to increase the profitability of their marketing efforts.
DIRECT
August 15, 2007
Using Controls to Plan and Evaluate,
by Jennifer Cooley
Our Portfolio Marketing services include:
- Portfolio and Business Management
We evaluate customer data utilizing segmentation analytics and our proprietary Relative Profit Measure™index that measures the relative contribution of each customer to overall profitability. We then provide clients with recommendations related to acquisition, activation, retention and loyalty, risk, attrition, and revenue enhancement.
- Marketing Program Design and Execution
We assist clients with marketing optimization and campaign design, including product offer and multi-channel decisions that provide maximum profit opportunities, as well as control selection and success measurements.
We also offer predictive modeling services that are specific to response, persistency, risk, and incremental returns for a given marketing campaign.
To better measure the effectiveness of marketing campaigns, we offer our campaign evaluation service that includes response analysis, customer profiling, ROI and break-even determination, and revenue forecasting.
- Campaign Management Solutions
Our suite of campaign management services is a blend of precision targeting, timely analysis of campaign results, and continuous strategy and tactical evaluation. This loop of constant learning, evaluation, and adjustment enables our clients to reap the maximum benefit from their campaigns.
These services include:
- Defining Campaign Strategy
- Implementing Selection/Solicitation Strategy
- Evaluating Campaign Success
- Refining Campaign Strategy
- Campaign Forecasting
- Script Offer Evaluation.
- Offer Optimization
Marketing to today's fragmented consumer base through an ever changing mix of purchasing channels is making life difficult for many companies. While navigating this mix has become an art for many marketers, we make it a science for our clients.
We use sophisticated statistical regression models to analyze a host of individual customer data from multiple sources and marketing channels. From this analysis we can determine exactly which product offer should be made to which customer, through which channel, at which time. The result is higher sales, lower costs, and increased customer loyalty.
- Risk Management
Decision makers are constantly faced with the challenge of balancing the priorities of maximizing value and minimizing risk. Our risk evaluation services enable clients to make smart decisions in the areas of capital allocation, product design and pricing, and credit-line management, while integrating risk control guidelines into their marketing objectives.
Services include:
- Risk Evaluation
- Risk-based Pricing Programs
- Credit Line Decrease Strategies
- Proactive Retention Methodology
- Event-Based Decisioning
- Acquisition Strategies
- Decision-Support Analytic Tools
We enable our clients to make better, faster business decisions through use of our proprietary suite of reporting, forecasting, analyzing, and customer management tools. Our applications have a demonstrable impact on our client's bottom line, whether we provide access to client data by standard means or through a customized Web-based contact management system.
- Portfolio Health
Our suite of portfolio health services gives our clients the ability to evaluate the health of their customer portfolio while pinpointing areas of opportunity and risk. This allows our clients to work as close to the margin as possible – constantly defining, testing, and redefining that margin.
These services include:
- Customer Value Measures
- Segmentation and Profiling
- Lifecycle Studies
- Product History
- Evaluation of Retention/Acquisition Strategies
- Risk Management
- Policy Review
Analytic Innovations combines extensive industry expertise with empirical data to help our clients answer key policy questions. This is a valuable service especially in times of product re-pricing, new product launches, or when struggling to quantify the effect of business decisions on the bottom lines of customer behavior and revenue.
Our portfolio review services include:
- Consulting and Analytics
- Evaluation and Design of Pricing Strategies
- Market Potential Analysis
- Product Development Assistance
- Web Services
Analytic Innovations assists clients to evaluate and better manage email campaigns, and more effectively utilize Web sites as an acquisition channel, marketing tool, and relationship touchpoint.
We provide clients with remote access to their data along with a variety of Web-enabled management applications tools.
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