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Analysis and Consultancy

Marketing Analysis for Illumination, Inspiration and Growth

Types of Marketing Analysis

ASQ consultants are experienced data analysts and statisticians, who understand the problems that businesses face and the ways in which analysis can be used to tackle them. There are an infinite number of ways in which statistical and marketing analysis can be used to grow a business; just a few of the areas that ASQ tackle are outlined below:

  • Customer Retention/Loyalty Analysis
    • Keeping your customers and encouraging them to spend more with you is one of the best ways to grow your company. Identifying the right customers and understanding their purchasing behaviour is key to this. So Customer Retention/Loyalty Analysis aims to:
    • Differentiate loyal customers from others and recognise when a loyal customer is about to 'churn'
    • Identify customers who could become loyal with the right encouragement
    • Understand the buying patterns of loyal customers so that they can be targeted with the right products/services for up-selling and cross-selling.
    • With this type of marketing analysis, you can ensure customers are being targeted with the right communications, via the right channels, at the right time.
  • Customer Acquisition
    • No marketing budget is infinite, so it is important you focus your marketing on those potential customers who are most likely to be interested in your product/service. Using a range of statistical techniques combined with geodemographic data, ASQ can profile your customers and identify the right type of people for you to target. We can also help you buy lists based on targeted customer profiles.
  • Product Purchase Analysis/Market Basket Analysis
    • Understanding the customer purchasing patterns in your data can provide you with an extremely valuable and cost-effective way to increase your customers' spend. The larger your product or service range is, the harder these patterns can be to spot; so, using data mining, ASQ Analytics identifies hidden patterns and helps you leverage them to increase customer profitability.
  • Customer Segmentation Analysis
    • "One Size Fits All" is a marketing strategy with serious limitations. Even if you only provide one product or service, the chances are different customers will have different needs or different profiles. The aim of this type of marketing analysis is to identify the specific needs of your different customers, so that a range of marketing strategies can be developed for different groups. This leads to better targeted, highly cost effective and much more successful campaigns
  • Channel Analysis
    • Most organisations have many ways in which they contact their customers, or through which their customers can get in touch with them. By assessing the type, value and requirements of customers using each of these channels, a better understanding can be gained of how each of these channels performs. This leads to new ideas on how to improve the customer experience and increase conversion rates.
  • Contact Strategy Development
    • A combination of any of the methods mentioned above will help provide the information you need to formulate a contact strategy that will ensure the right customers are contacted at the right time with the right message and via the right channel. Regular reporting will help you monitor your winning contact strategy, whilst having the right marketing/database systems will help you implement it.
  • Regular Reporting/Campaign Analysis
    • Whatever type of marketing you do, it is good practice to regularly review it, so that you can refine your plans based on what you know has and has not worked. ASQ Analytics provides detailed, thorough and useful reporting, designed to ensure that the value contributed by marketing to the business is properly monitored, measured and evaluated. Benchmark reporting is another way in which businesses can track and monitor performance.
  • Sales Forecasting/Modelling
    • Models provide a way of understanding the contribution made by different factors to your marketing. So, whether you are trying to understand how advertising and web traffic affect future sales, or what the probability is of someone responding to a campaign (propensity modelling), ASQ have the tools to develop the model that will bring the insight you require.
  • Yield Management
    • Getting the right balance between maximising profits and filling rooms/seats can be a complex problem, particularly for hotels, airlines, and theatres. With marketing analysis from ASQ you can ensure that the balance is tipped more into your favour.
  • Web Analytics
    • How do visitors view your website? Using web logs, ASQ can identify ways of improving their web experience and help convert them from just visitors, to customers.
  • Survey Analysis
    • Sometimes the data you require to improve your customer understanding cannot be found internally. If this is the case, ASQ can design, carry out and analyse a statistically valid survey that will help you to capture the insight you require.

Techniques used to carry out the marketing analysis outlined above include factor analysis, cluster analysis, regression, discriminant analysis, time series, CHAID, conjoint analysis and mapping. The main tools we use are SPSS, Mapinfo, SAS, SQL Server and MS Access.

Consultancy

Marketing analysis is useless unless you can find ways to interpret and implement the findings. ASQ consultants will ensure that you don't just obtain a row of numbers - you will get inspiration and practical ideas, advice and information for fine tuning your marketing and growing your business.

If you have any requirements you'd like to discuss, please click here to get in touch.