Purchase Propensity Analytics Result in Resounding Success
Challenge
Based on the exponentially increasing market opportunity, our Fortune 50 client’s Brand A group was looking to increase sales by identifying, understanding, and targeting US and CA customers and prospects with the highest propensity to purchase Brand A products, services and solutions within various focus areas.
Solution
Data Square developed a suite of models that were segmented by company type and offering to identify and rank existing customers that were most likely to purchase Brand A offerings based on predictors in the client’s rich database (also designed by Data Square). In the second phase, Data Square leveraged D & B firmographics and internally compiled geo-demographic data to rank our client’s non-customers that were most likely to buy within the category. Data Square then developed profiles of the top ranking establishments and identified characteristics that maximally differentiated top prospects from the rest of the base to help optimize marketing strategies, messaging and incentives.
Results
The top model scored segments showed purchase rates that were 28 – 30 times the purchase rate in the overall base. The results of the analysis helped our client to deploy campaigns in the market at large and in our client’s Sales Centers. It also helped our client to tailor targeted messages for maximum appeal to high-potential customers. The campaigns driven by Data Square’s models were considered to be the most successful and results-oriented initiatives across the enterprise. Data Square was engaged over 7 times to build models for Brand A.
