Segmentation
Our models help clients define refined targeting profiles. We start with typical segment performance indicators for the sector:
- Segment size
- Average profitability
- Propensity to churn
- Net promoter score (NPS)
- Average tenure
Further micro-segmentation into smaller and homogenous sub-segments facilitates:
- Customer engagement
- Purpose (TV, VoD, recording, etc.)
- Day of the week
- Time of day
- Channel (movies, sports, kids, news, etc.)
- Number of products
Leverage data insights at this micro-level with precise messaging and offers:
- Tailor packages to specific segments
- Identify triggers indicating risk or opportunity
- Improve customer response to promotional offers
- Increase number of new customers per month
- Increase retention and reduce churn
Solution Capabilities
- Identify common traits in behavioral activities, attitudes and loyalty to enable specific targeting
- Group customers into subsets so marketing and product bundling is deployed at a personalized level for maximum impact
- Identify target segments for automated campaigns such as upselling or cross-selling, or campaigns to reduce churn probability