Total Customer Analytics

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Total Customer Analytics answers these questions about your customers:

Where are my customers located?

Total Customer Analytics geocodes your customer base to their latitude and longitude based on their street address whenever possible.  We include maps showing where your customers are located.  We also provide summaries by continent, world region, U.S. Census regions, states, Metropolitan Statistical Areas, and counties.

What types of customers buy from us?

We summarize your customer base in the following ways depending on your primary customers:

Businesses:  SIC, number of employees, credit score, years in business.

Consumers:  age, marital status, age of oldest child, homeowner/renter, household income, etc.

What types of contacts do we reach?

We summarize your contacts by their gender, Hispanic surname, title, rank in organization, department, and email provider.

What is our market penetration?

To eliminate noise and allow you to pinpoint your marketing efforts, we look at the geographic markets that account for 80% of your business and either industries (businesses) or lifestage (consumers) that account for 80% of your business.  We then provide you with the percentage of possible penetration for both of these dimensions individually and in combination.  This helps you build upon your strengths and mitigate your weaknesses.

What products perform the best?

Product revenue and margin is summarized by three different aggregation levels.

Who are our best customers?

Our decile analysis groups your customers into 10% categories by revenue or margin.  We then perform a decision tree analysis based on external data on what differentiates the top 20% of your customers from all others.  This enables you to look for “clone” prospects that can become your top customers.

Why are our best customers the “best”?

Part of the decile analysis shows why your best customers are the best.  For example, perhaps they order more frequently than others.  Or they may order more items on each order.  Or perhaps they order more expensive items.  This shows you where to focus your efforts to move customers up the value chain.

How have our customers’ value changed over time?

Another aspect of the decile analysis shows you how customers have moved between deciles over time.  Have you been able to maintain each customer’s revenue over time?  This analysis helps direct your efforts to maintaining and growing existing customers.

Do we need to focus on retention?

Two different analyses help you target retention efforts.  The decile analysis shows how many customers left each year and over the past five years.  Additionally, we provide a “business as usual” customer-by-customer revenue forecast for the next three years.  You’ll see what customers are projected to leave in the next three years so you can develop tactics to retain them.

What customers are most likely to buy based on their recency, frequency, and monetary value (RFM)?

RFM is a tested way to see who may respond to new offers.  We place each customer into deciles for each dimension for the past year and an overall score.  You can direct your marketing as appropriate to each customer based on their RFM score.

What channels should we emphasize?

We summarize channel revenue and margin so you can see what channels give you the most revenue and margin.

What products should we cross-sell/upsell?

Our market basket analysis provides you the means to see which products are purchased together.  We diagnose your data two ways:  by individual invoice, and by customer over time.  The individual invoice analysis lets you suggest additional items when the order is placed.  The customer analysis enables you to target specific customers who have purchased one product for promotion of the other product.


“In God we trust; all others bring data.”

Former Sara Lee Bakery CEO Barry Beracha


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