CRM Marketing Analytics

CRM analytics can provide :

·      Customer segmentation groupings (for example, at its simplest, dividing customers into those most and least likely to repurchase a product);

·      Profitability analysis (which customers lead to the most profit over time);

·      personalization (the ability to market to individual customers based on the data collected about them);

·      Event monitoring (for example, when a customer reaches a certain dollar volume of purchases);

·      What-if scenarios (how likely is a customer or customer category that bought one product to buy a similar one);

·      And predictive modeling (for example, comparing various product development plans in terms of likely future success given the customer knowledge base).

Web Site personalization: There are a number of personalization software products available, including those from Broadvision, ResponseLogic, and Autonomy.

In addition to use of the cookie, the technologies behind personalization include:

• Collaborative filtering, in which a filter is applied to information from different sites to select relevant data that may apply to the specific e-commerce experience of a customer or specific group of customers
• User profiling, using data collected from a number of different sites, which can result in the creation a personalized Web page before the user has been formally
• Data analysis tools used to predict likely future interactions

Marketing Lift: Measuring Campaign effectiveness

How much more products or consumers are converting due to the marketing/advertising efforts.
A basic test/control methodology should be used to find out the lift in conversion rate due to advertising.

In simple words you found out the purchase intent without the advertising (Control group) and then with the advertising (Test Group). The % difference between the two provides the lift.

Lift is calculated as (test-control)/control