Product Catalogue Segmentation Business Presentation 1/1/2012 .

Product CatalogueProduct Catalogue

SegmentationSegmentation

Business PresentationBusiness Presentation

1/1/20121/1/2012

www.InstantBI.cowww.InstantBI.comm

Commercial in Confidence. Copyright 2012 – Instant Business Intelligence. 2

Agenda

Introduction to SegmentationIntroduction to Segmentation

The process of segmentationThe process of segmentation

The relationship frameworkThe relationship framework

Customer IntelligenceCustomer Intelligence

The Marketing MessageThe Marketing Message

Example Project Using BI4Retail SegmentationExample Project Using BI4Retail Segmentation

Other Examples of Retail SegmentationOther Examples of Retail Segmentation

SummarySummary

Introductions

Introduction to Segmentation


Introduction to Segmentation What is Segmentation?What is Segmentation?

Segmentation is the act of dividing a set of objects into groups that Segmentation is the act of dividing a set of objects into groups that share common characteristics. In the world of marketing and sales, share common characteristics. In the world of marketing and sales, segmentation is applied to customers, usually in order to better segmentation is applied to customers, usually in order to better service or understand those customers.service or understand those customers.

The marketing process in most companies The marketing process in most companies pays little attention to customer pays little attention to customer segmentationsegmentation

Typically very little effort is madeTypically very little effort is madeto ongoingly understand customersto ongoingly understand customers

In most cases effort that is made In most cases effort that is made is poorly directed and not able tois poorly directed and not able tobe performed easily continuouslybe performed easily continuously

The result is most companies still competeThe result is most companies still competebased on product not relationship with based on product not relationship with the customerthe customer

MarketingSystemIm

prove

Identify

Targ

et

Sell

Asse

ss

Com

municate

MarketingSystemIm

prove

Identify

Targ

et

Sell

Asse

ss

Com

municate


SegmentationSegmentation

Market segmentation is:Market segmentation is:

‘‘The process of identifying The process of identifying customers who comprise acustomers who comprise ahomogenous group of homogenous group of consumers for a specificconsumers for a specificrange of goods and range of goods and services’services’

Most companies do market segmentation pretty well

Customer segmentation is:Customer segmentation is:

‘‘The differentiation of The differentiation of customers within a defined customers within a defined market. market. A segment consists A segment consists of a group of consumers of a group of consumers that react in a similar way that react in a similar way to a given set of marketing to a given set of marketing stimuli.’stimuli.’

Most companies are abysmal at customersegmentation


The Process of Segmentation

AdvocateAdvocate

SupporterSupporter

CustomerCustomer

ProspectProspect

SuspectSuspect

Loyalt

yLo

yalt

ySegm

enta

tion

Segm

enta

tion

TimeTime

SingleAdults

ChildlessCouples

YoungFamilies

EstablishedFamilies

EmptyNesters

MatureAdults

LifestageLifestage SegmentationSegmentation

FaceFace toto FaceFace

DirectDirect MarketingMarketing

TelemarketingTelemarketingRelationshipRelationship ManagementManagement

Internet/VirtualInternet/Virtual BankBank

Loyalt

yLo

yalt

yM

igra

tion

Mig

rati

on

Chan

nel

Chan

nel

Mig

ratio

n

Mig

ratio

n

MarketingMarketing && PropositionPropositionSegmentationSegmentation

TimeTime

Premium

Middle Market

Better Off

FinanciallyPassive

Inactives

Premium

Middle Market

Better Off

FinanciallyPassive

Inactives


Fragile Brittle

Occasional

Potential

Detached Developing

Nascent

Intimate

Regular Habitual

Loyal

Low Strength of Relationship High

Valueof

Relationship

Secure

EngagedExplorer

Low

High

Valued

Bonded

The Relationship Framework


Customer IntelligenceHow much do we know about How much do we know about

our customers?our customers?How well do we maintain a How well do we maintain a

memory of customer behavior?memory of customer behavior?How frequently do we update How frequently do we update

our view of customers?our view of customers?Do we involve our customers in Do we involve our customers in

dialog?dialog?Are we capable of a systematic Are we capable of a systematic

response to customer profiles?response to customer profiles?

Usage

Demographics

Psychographics

Benefits

ProductLoyalty

Profitability

Channel

CLTV

Customer


Promotion

Prospect

Profile

ProspectingProspectingCustomer AcquisitionCustomer Acquisition

ProfilingProfilingSegmentationSegmentation

PromotionPromotionCampaign ManagementCampaign Management

Persistent Marketing Processes


Feedback

Dialog

Analysis

DialogDialogInformation AcquisitionInformation Acquisition

AnalysisAnalysisIntelligence AcquisitionIntelligence Acquisition

FeedbackFeedbackCustomer AcquisitionCustomer Acquisition

Refined Marketing Processes


From Surveillance to DialogSurveillance-basedSurveillance-based techniques techniques

of customer analysis such as of customer analysis such as data warehousing, data data warehousing, data mining, pattern discovery, mining, pattern discovery, click-stream analysis and click-stream analysis and device monitoring belong to device monitoring belong to the 1st Wavethe 1st Wave

Dialog-basedDialog-based techniques are techniques are enabled by the Internet and enabled by the Internet and actively involve customers in actively involve customers in the development and the development and deployment of value deployment of value propositionspropositions

Benefits of DialogBenefits of DialogAbility to obtain Ability to obtain demographic and demographic and psychographic informationpsychographic informationEntices the use of the Web Entices the use of the Web channel by Customerschannel by CustomersPersonalizes the Web Personalizes the Web Experience for the Experience for the consumerconsumerEnables the Organization Enables the Organization to gauge sensitivities to to gauge sensitivities to products, brand, packages, products, brand, packages, pricing etcpricing etcEmpowers quality Empowers quality customer dialogcustomer dialogIncreases customer loyaltyIncreases customer loyaltyResolves customer Resolves customer permissions and privacy permissions and privacy issuesissues


Advertising Effectivenessis determined by Message

Quality Message QualityMessage Quality is the measure of effectiveness is the measure of effectiveness of a marketing message. of a marketing message.

The 7 key determinants of Message Quality are:The 7 key determinants of Message Quality are: The relevance of the message to the The relevance of the message to the needsneeds of the customer of the customer The relevance of the message to the The relevance of the message to the profileprofile of the customer of the customer The The consistencyconsistency of the message in the context of other of the message in the context of other

messages transmittedmessages transmitted The conformance of the message to the The conformance of the message to the permissionspermissions registered registered

by the customerby the customer The The timelinesstimeliness of the message transmitted to the customer of the message transmitted to the customer The appropriateness of the The appropriateness of the channelchannel used to transmit the used to transmit the

messagemessage The degree to which the customer can easily The degree to which the customer can easily respondrespond to the to the

messagemessage

BI4 Retail Example

The Client and the Project


Product Catalogue Segmentation

EUR800M retailerEUR800M retailer 800 stores800 stores 3M loyalty card holders3M loyalty card holders Pilot for one major city (110,000 card holders)Pilot for one major city (110,000 card holders) 25,000 SKUs25,000 SKUs Business ProblemBusiness Problem

How do we up sell and cross sell products? How do we up sell and cross sell products?

Issues in performing workIssues in performing work Little experience in the company in doing this workLittle experience in the company in doing this work There was almost no demographic data for card There was almost no demographic data for card

membersmembers Limited to Age/Gender and even that was not reliableLimited to Age/Gender and even that was not reliable


Tasks Undertaken

All tasks done on a ‘pilot’ consulting fee basisAll tasks done on a ‘pilot’ consulting fee basis Gather 3 years of transaction history for pilotGather 3 years of transaction history for pilot Load into BI4RetailLoad into BI4Retail Mark the product catalog for segmentation Mark the product catalog for segmentation

analysisanalysis More on next slideMore on next slide

Generate Recency, Frequency, Monetary Value Generate Recency, Frequency, Monetary Value ScoresScores

Analyse using excel (Reports still under Analyse using excel (Reports still under development)development)

Propose marketing campaigns to up sell and Propose marketing campaigns to up sell and cross sellcross sell Campaigns not yet runCampaigns not yet run


Mark the Product Catalog for Seg Analysis

Products purchased tell us something about the buyerProducts purchased tell us something about the buyer I own a Nokia E61….that tells vodafone something about meI own a Nokia E61….that tells vodafone something about me I use it in certain ways….also tells vodafone something about me…I use it in certain ways….also tells vodafone something about me…

If vodafone wanted to listen…If vodafone wanted to listen…

The products your clients buy reveal things about themThe products your clients buy reveal things about them This information can be as powerful as collecting data about This information can be as powerful as collecting data about

themthem Marking the product catalog is the process ofMarking the product catalog is the process of

Deciding what segments you want to createDeciding what segments you want to create Giving ‘points’ to each product purchase to indicate segment affinityGiving ‘points’ to each product purchase to indicate segment affinity Points range from 0 (no affinity) to 10 (high affinity)Points range from 0 (no affinity) to 10 (high affinity) Decide how many points per segment indicate ‘segment Decide how many points per segment indicate ‘segment

membership’membership’ Example on next page showsExample on next page shows

47 segments created (max 64)47 segments created (max 64) Shows cardholders who made 1, 10, 20, 40 purchases in a segmentShows cardholders who made 1, 10, 20, 40 purchases in a segment Highlights segments large enough to work withHighlights segments large enough to work with


Product Catalog SegmentationSegment

At least 1 Purchase

At Least 10 Purchases



TotalMVal for > 10 Purchases

AveMVal for > 10 Purchases

TotalMembersPSeg01 102907 69666 52561 33327 107,182,296 1,539TotalMembersPSeg02 77844 21746 10014 3255 2,101,019 97TotalMembersPSeg03 52538 4023 1199 223 8,565,687 2,129TotalMembersPSeg04 5865 11 2 0 33,337 3,031TotalMembersPSeg05 22799 1057 329 68 742,864 703TotalMembersPSeg06 4494 2 0 0 1,945 972TotalMembersPSeg07 62417 9872 3446 766 938,778 95TotalMembersPSeg08 49801 4039 997 140 754,849 187TotalMembersPSeg09 3037 8 1 0 2,280 285TotalMembersPSeg10 0 0 0 0 0 0TotalMembersPSeg11 0 0 0 0 0 0TotalMembersPSeg12 8726 27 3 0 50,291 1,863TotalMembersPSeg13 1621 13 5 2 34,139 2,626TotalMembersPSeg14 279 0 0 0 0 0TotalMembersPSeg15 3767 3 0 0 2,695 898TotalMembersPSeg16 27670 392 47 4 91,017 232TotalMembersPSeg17 12891 48 4 0 10,158 212TotalMembersPSeg18 13811 59 5 0 26,471 449TotalMembersPSeg19 33081 6825 3944 1931 3,941,115 577TotalMembersPSeg20 2925 18 4 0 21,113 1,173TotalMembersPSeg21 5535 228 78 18 670,176 2,939TotalMembersPSeg22 69253 9834 3080 553 3,271,496 333TotalMembersPSeg23 40584 2828 716 159 178,760 63TotalMembersPSeg24 5564 33 2 0 15,942 483TotalMembersPSeg25 40393 4433 2055 887 702,689 159TotalMembersPSeg26 1900 56 9 2 43,859 783TotalMembersPSeg27 0 0 0 0 0 0TotalMembersPSeg28 23256 1985 672 153 1,319,574 665TotalMembersPSeg28 10685 195 45 10 87,153 447TotalMembersPSeg30 27652 806 165 27 330,067 410TotalMembersPSeg31 4555 44 20 8 3,787 86TotalMembersPSeg32 2265 8 0 0 5,340 668TotalMembersPSeg33 3693 85 51 26 377,551 4,442TotalMembersPSeg34 1449 81 38 7 61,628 761TotalMembersPSeg35 933 5 1 0 14,549 2,910TotalMembersPSeg36 28421 723 139 15 447,840 619TotalMembersPSeg37 14348 762 123 4 655,549 860TotalMembersPSeg38 1695 60 12 0 74,215 1,237TotalMembersPSeg39 7835 61 8 1 40,991 672TotalMembersPSeg40 0 0 0 0 0 0TotalMembersPSeg41 1666 48 15 4 39,425 821TotalMembersPSeg42 3882 40 8 2 22,274 557TotalMembersPSeg43 2122 19 3 1 22,477 1,183TotalMembersPSeg44 812 0 0 0 0 0TotalMembersPSeg45 836 8 1 0 3,843 480TotalMembersPSeg46 4687 210 74 16 659,978 3,143TotalMembersPSeg47 2398 25 0 0 6,978 279


Age Band Analysis

We performed all the normal Age Band AnalysisWe performed all the normal Age Band Analysis We banded by 5 years as well as ageWe banded by 5 years as well as age See example slides…See example slides… Note. You cannot read the numbers, but you can Note. You cannot read the numbers, but you can

see the shape of the data….and that age is see the shape of the data….and that age is closely related to product segmentclosely related to product segment


AgeBand Age NumMembersPSeg00 PSeg01 PSeg03 PSeg04 PSeg05 PSeg06 PSeg07 PSeg08 PSeg09 PSeg10 PSeg11 PSeg12 PSeg13 PSeg14 PSeg15 PSeg16 PSeg17 PSeg18 PSeg19 PSeg20 PSeg21 PSeg22 PSeg23 PSeg24 PSeg25 PSeg26 PSeg27 PSeg28 PSeg29 PSeg30 PSeg31 PSeg32 PSeg33 PSeg34 PSeg35 PSeg36 PSeg37 PSeg38 PSeg39 PSeg40 PSeg41 PSeg42 PSeg43 PSeg44 PSeg45 PSeg46 PSeg475 20-24 9932 -29.60% -25.01% -8.37% -33.86% -17.52% 33.88% -42.41% -40.72% -8.08% #DIV/0! #DIV/0! 17.07% -37.86% -6.33% -23.65% -34.28% 43.92% 9.50% 4.41% -41.63% -63.31% -23.96% -17.98% -15.66% -0.03% -56.24% #DIV/0! -70.46% -65.83% -55.44% -55.67% -60.75% 29.27% -34.77% -42.70% -43.78% 51.26% -36.30% -47.18% #DIV/0! -70.35% -63.37% -44.82% -31.05% -70.10% -61.52% -51.67%6 25-29 15991 -7.01% -5.45% 14.84% -30.29% -1.68% 25.28% -21.18% -7.56% -1.52% #DIV/0! #DIV/0! 18.33% -25.34% 10.73% -4.91% -22.28% 74.25% 68.42% 65.92% -44.87% -43.72% 2.32% 5.03% 1.97% 40.35% -56.14% #DIV/0! -61.16% -57.87% -39.22% -40.50% -37.36% 43.84% -24.79% -25.32% -33.06% 51.23% -40.05% -33.73% #DIV/0! -63.01% -65.27% -22.31% -1.75% -45.61% -44.26% -48.08%7 30-34 14635 1.39% 2.27% 21.03% -10.14% 12.63% 15.32% -10.43% 3.64% 3.76% #DIV/0! #DIV/0! 17.71% 55.38% 2.53% 33.38% -7.60% 31.35% 43.33% 48.74% -27.30% -40.98% 16.10% 22.19% 14.16% 32.48% -52.39% #DIV/0! -56.21% -45.06% -22.31% -25.80% -19.00% -12.66% -10.04% -17.30% -21.73% 28.00% -29.54% -16.57% #DIV/0! -61.80% -56.48% -19.66% -4.34% -48.30% -42.02% -29.67%8 35-39 12203 8.24% 9.34% 23.77% 19.98% 27.70% 12.88% 2.32% 9.09% 25.40% #DIV/0! #DIV/0! 18.35% 5.82% 86.91% 61.05% 7.90% -6.35% 7.89% 13.62% -9.43% -16.79% 21.91% 29.39% 24.67% 10.43% -30.47% #DIV/0! -37.73% -27.28% -7.30% -14.26% -2.08% -27.66% -3.91% -12.64% -1.24% 12.47% -46.57% 11.81% #DIV/0! -39.26% -36.36% -0.38% 25.45% -40.90% -13.02% 2.42%9 40-44 10924 9.28% 9.99% 9.32% 31.05% 18.68% -10.90% 9.41% 5.50% 31.27% #DIV/0! #DIV/0! 14.64% -14.50% 20.88% 5.26% 17.92% -21.84% -24.58% -27.43% 0.58% -3.23% 12.59% 13.16% 8.02% -11.93% 2.93% #DIV/0! -16.95% -3.12% 8.00% 33.10% 14.61% 5.85% 23.28% 8.59% 17.19% -13.57% -9.37% 20.92% #DIV/0! -39.92% -16.82% 14.70% 41.98% -2.26% -3.13% 17.78%

10 45-50 10274 5.60% 5.65% -5.99% 22.08% 3.43% -13.38% 13.77% 7.26% 0.51% #DIV/0! #DIV/0! -10.83% -9.10% -50.34% -6.76% 20.27% -33.69% -39.28% -46.88% 15.39% 24.96% 0.23% -3.35% -2.95% -27.50% 29.36% #DIV/0! 20.73% 13.68% 20.42% 43.17% 38.21% 3.15% -8.47% 27.17% 21.35% -33.32% 81.22% 30.68% #DIV/0! 4.21% -1.58% 26.10% -0.01% -16.72% 24.96% 33.86%11 51-54 7693 3.43% 0.38% -18.79% 14.44% -5.66% -27.41% 18.21% 11.05% -11.22% #DIV/0! #DIV/0! -17.69% 29.85% -33.68% -30.58% 15.95% -51.16% -42.69% -43.28% 74.99% 59.38% -12.81% -15.68% -11.71% -27.69% 91.89% #DIV/0! 69.78% 30.16% 22.61% 20.54% 37.20% 11.32% -4.62% 17.73% 37.08% -50.32% 167.75% 33.16% #DIV/0! 44.36% 25.65% 56.99% 3.42% -14.52% 66.58% 57.12%12 55-59 5708 6.48% -1.23% -31.96% 3.69% -22.60% -37.88% 22.92% 11.65% -23.52% #DIV/0! #DIV/0! -50.57% 8.13% -47.42% -39.73% 15.21% -59.49% -48.72% -47.19% 61.67% 85.93% -16.69% -21.66% -11.09% -31.96% 106.26% #DIV/0! 142.63% 81.53% 44.75% 80.07% 39.38% -16.23% 36.68% 3.91% 45.53% -57.98% 69.22% 27.01% #DIV/0! 74.45% 71.16% 24.44% -29.42% 48.66% 89.99% 75.02%13 60-64 1827 4.54% -4.87% -43.15% -6.59% -31.17% -33.04% 21.84% 2.20% -47.33% #DIV/0! #DIV/0! -65.14% 17.80% -50.72% -46.94% 8.41% -70.70% -57.32% -59.38% 65.20% 77.01% -21.78% -38.42% -24.30% -43.72% 198.28% #DIV/0! 175.34% 146.59% 64.91% 17.79% 106.45% -22.61% -14.85% 27.23% 33.20% -62.99% -47.13% 22.00% #DIV/0! 297.49% 174.69% 28.13% 26.79% 283.16% 62.20% 101.20%14 65-69 1488 16.13% 16.39% -51.37% 8.32% -40.85% -54.72% 56.94% 14.28% -43.22% #DIV/0! #DIV/0! -65.16% -26.32% -79.83% -61.68% 35.77% -72.08% -56.92% -66.80% 37.17% 36.01% -18.07% -42.83% -23.55% -51.97% 161.16% #DIV/0! 224.48% 204.67% 123.48% 56.04% 61.89% -24.30% 91.93% 18.51% 41.82% -70.83% -43.20% 37.19% #DIV/0! 294.13% 207.34% 3.69% -32.32% 237.40% 12.66% 52.58%15 70-74 873 22.29% 16.10% -65.77% -33.29% -44.27% -53.29% 68.90% 25.70% -43.54% #DIV/0! #DIV/0! -69.46% -2.32% -100.00% -62.99% 33.57% -82.02% -70.54% -81.77% 41.77% 136.61% -22.91% -47.98% -37.40% -58.74% 158.13% #DIV/0! 262.45% 359.44% 154.66% 146.50% -9.23% -28.90% 152.67% -54.09% 83.43% -73.31% -61.27% -0.28% #DIV/0! 506.03% 408.54% -39.06% -53.85% 223.99% 132.06% -13.31%


Age NumMembersPSeg00 PSeg01 PSeg03 PSeg04 PSeg05 PSeg06 PSeg07 PSeg08 PSeg09 PSeg10 PSeg11 PSeg12 PSeg13 PSeg14 PSeg15 PSeg16 PSeg17 PSeg18 PSeg19 PSeg20 PSeg21 PSeg22 PSeg23 PSeg24 PSeg25 PSeg26 PSeg27 PSeg28 PSeg29 PSeg30 PSeg31 PSeg32 PSeg33 PSeg34 PSeg35 PSeg36 PSeg37 PSeg38 PSeg39 PSeg40 PSeg41 PSeg42 PSeg43 PSeg44 PSeg45 PSeg46 PSeg4720 1048 -33.37% -28.69% -16.65% -36.67% -24.04% 11.65% -42.99% -43.52% -28.34% #DIV/0! #DIV/0! 25.08% -34.13% 71.82% -34.71% -33.28% 17.15% -26.37% -24.51% -29.56% -61.51% -25.36% -24.02% -5.28% -17.09% -53.92% #DIV/0! -71.83% -60.02% -63.22% -77.03% -78.83% -74.77% -71.20% -84.70% -47.11% 28.39% 10.60% -32.68% #DIV/0! -64.28% -73.08% -34.00% -42.34% -79.76% -53.76% -52.54%21 1467 -36.98% -25.59% -19.95% -21.52% -6.95% 45.02% -48.05% -50.12% -28.01% #DIV/0! #DIV/0! 14.09% -55.71% 2.29% -40.40% -34.37% 24.28% -21.24% -12.02% -60.04% -71.56% -26.16% -14.67% -33.10% -2.20% -29.47% #DIV/0! -69.14% -70.80% -56.40% -66.22% -67.59% -45.94% -58.85% -67.22% -45.97% 36.26% -58.85% -63.68% #DIV/0! -59.17% -53.44% -60.11% -51.94% -51.80% -70.76% -49.88%22 2025 -34.37% -30.71% -13.40% -22.41% -20.07% 43.58% -45.33% -44.63% -3.80% #DIV/0! #DIV/0! 22.15% -53.88% 18.56% -24.91% -38.76% 43.14% -3.83% -12.84% -60.33% -68.75% -29.52% -22.27% -14.63% -16.29% -48.90% #DIV/0! -75.22% -68.62% -55.86% -37.08% -48.35% 93.56% -48.40% -56.46% -51.11% 57.38% -30.84% -55.90% #DIV/0! -64.26% -69.94% -39.57% -50.26% -68.57% -67.83% -63.69%23 2577 -29.54% -25.86% -10.50% -39.03% -19.91% 42.41% -42.93% -41.45% -16.21% #DIV/0! #DIV/0! 8.35% -55.88% -41.77% -29.93% -35.04% 47.22% 16.60% 15.61% -42.71% -63.30% -26.92% -24.28% -27.29% 9.30% -67.88% #DIV/0! -66.99% -72.42% -55.55% -52.75% -58.18% 4.82% 46.87% -44.01% -42.23% 62.05% -61.58% -45.83% #DIV/0! -82.57% -65.43% -51.48% -29.65% -72.56% -62.39% -65.60%24 2815 -20.98% -18.46% 6.31% -42.74% -16.58% 21.55% -36.69% -31.30% 14.22% #DIV/0! #DIV/0! 19.97% -1.91% -25.37% -4.12% -30.68% 61.67% 41.98% 25.89% -22.10% -55.78% -15.59% -8.59% -0.55% 10.60% -65.69% #DIV/0! -70.40% -57.35% -51.62% -58.26% -61.72% 83.34% -73.61% -3.19% -37.55% 53.30% -22.80% -38.95% #DIV/0! -71.63% -58.33% -38.57% -3.40% -74.88% -54.28% -30.87%25 3064 -14.93% -8.96% 4.53% -33.69% -3.39% 45.23% -26.52% -18.61% -6.55% #DIV/0! #DIV/0! 28.83% -27.11% -11.85% -10.68% -27.99% 74.74% 68.95% 43.75% -53.94% -37.35% -4.63% -4.05% -0.26% 27.32% -65.48% #DIV/0! -61.03% -58.67% -45.89% -16.37% -36.90% 6.92% 27.31% -13.67% -32.27% 57.32% -47.98% -37.54% #DIV/0! -69.86% -66.08% 4.19% -17.83% -70.00% -37.25% -68.95%26 3163 -10.24% -7.46% 14.84% -39.62% -11.40% 18.83% -20.63% -10.66% 0.17% #DIV/0! #DIV/0! 21.99% -16.55% 42.32% -22.48% -25.78% 86.78% 68.18% 63.86% -49.20% -59.76% -2.49% 1.23% -5.15% 30.03% -63.65% #DIV/0! -66.88% -59.52% -41.17% -46.29% -46.89% 48.63% -58.16% -8.77% -38.41% 52.03% -34.34% -27.16% #DIV/0! -67.65% -61.98% -28.51% 5.08% -50.82% -60.31% -40.52%27 3209 -10.48% -10.42% 13.98% -36.27% -5.82% 15.47% -25.83% -9.07% -2.00% #DIV/0! #DIV/0! 0.86% -30.40% 21.58% -2.87% -26.04% 63.82% 63.35% 66.86% -39.78% -45.17% -0.86% 0.87% -0.25% 37.67% -49.12% #DIV/0! -63.13% -62.30% -47.28% -57.21% -31.85% 184.41% -23.30% -60.04% -36.20% 43.73% -42.06% -42.00% #DIV/0! -80.56% -72.24% -46.94% -12.12% -44.91% -45.04% -39.36%28 3279 0.63% 1.68% 16.51% -36.80% 1.29% 25.44% -17.83% -2.10% 3.07% #DIV/0! #DIV/0! 22.19% -24.46% -26.78% 11.87% -20.79% 75.53% 74.81% 91.06% -36.43% -32.13% 8.97% 11.80% 3.40% 63.40% -63.53% #DIV/0! -60.45% -56.79% -29.39% -42.14% -48.77% 21.99% -35.56% -43.78% -27.61% 61.84% -32.98% -30.88% #DIV/0! -36.07% -62.42% -5.89% 7.50% -18.05% -30.46% -45.93%29 3276 -0.74% -2.49% 23.64% -5.74% 10.39% 22.30% -15.53% 1.77% -2.57% #DIV/0! #DIV/0! 18.23% -28.11% 28.25% -1.37% -11.36% 70.62% 66.74% 62.53% -45.65% -44.38% 9.93% 14.49% 11.67% 42.06% -39.64% #DIV/0! -54.51% -52.29% -33.05% -39.50% -22.60% -42.11% -31.96% 0.31% -30.99% 41.49% -43.24% -31.27% #DIV/0! -61.91% -63.74% -33.41% 7.60% -46.04% -48.35% -46.54%30 3080 -0.15% 0.96% 22.54% -15.57% 3.43% 0.73% -11.40% 6.76% 15.06% #DIV/0! #DIV/0! 14.94% 31.84% -12.30% 35.14% -16.06% 48.51% 51.24% 72.45% -28.09% -43.10% 9.98% 19.00% 24.57% 52.95% -66.40% #DIV/0! -61.87% -48.80% -28.70% -35.19% -11.50% 4.50% -25.37% -42.75% -29.77% 31.80% -29.44% -19.59% #DIV/0! -81.36% -60.95% -36.09% -28.06% -54.08% -40.67% -15.05%31 3017 2.88% 2.60% 19.81% -7.07% 20.45% 28.10% -10.36% 4.89% 1.13% #DIV/0! #DIV/0! 27.65% 31.90% -60.21% 24.74% -6.38% 41.20% 54.94% 51.05% -20.83% -37.07% 18.48% 21.57% 18.67% 36.78% -58.84% #DIV/0! -54.95% -50.85% -24.11% -28.20% -19.10% -18.85% 59.31% 0.96% -24.58% 34.93% -19.16% -15.42% #DIV/0! -61.95% -59.15% -41.81% 13.50% -53.13% -38.64% -20.45%32 2882 0.96% 1.35% 20.25% -17.76% 14.17% 29.18% -12.43% 1.37% 5.87% #DIV/0! #DIV/0! 12.04% 49.35% -27.11% 47.07% -7.19% 26.36% 43.36% 37.61% -29.93% -44.98% 16.32% 21.86% 8.75% 23.45% -43.35% #DIV/0! -52.05% -43.81% -24.13% -34.67% -50.51% 11.68% -25.88% -33.25% -15.82% 28.02% 4.74% -26.82% #DIV/0! -47.18% -59.30% -40.93% -2.15% -65.65% -47.07% -59.48%33 2863 -1.01% -1.18% 22.08% -7.75% 3.60% 0.32% -12.91% -1.67% 3.29% #DIV/0! #DIV/0! 12.53% -10.65% 25.79% 14.18% -6.63% 18.81% 25.91% 43.68% -29.47% -29.80% 12.83% 23.55% 27.39% 21.12% -59.84% #DIV/0! -58.60% -43.76% -18.80% -32.25% 1.85% -35.76% -21.33% -18.81% -19.85% 24.96% -69.64% -19.52% #DIV/0! -60.78% -51.25% 15.22% 19.60% -11.09% -30.07% -30.52%34 2793 4.36% 7.84% 20.41% -2.04% 21.98% 18.70% -4.87% 6.64% -7.57% #DIV/0! #DIV/0! 21.18% 180.60% 93.41% 46.31% -1.02% 19.81% 39.89% 36.79% -28.48% -50.20% 23.43% 25.34% -10.15% 26.22% -31.67% #DIV/0! -53.14% -37.30% -15.03% 2.90% -16.02% -26.33% -40.14% 9.05% -17.79% 19.42% -35.16% -0.85% #DIV/0! -56.22% -51.09% 8.58% -24.28% -56.96% -54.20% -24.13%35 2812 5.42% 3.30% 29.64% 18.97% 30.54% 32.40% -4.27% 7.80% 22.69% #DIV/0! #DIV/0! 24.58% -9.03% 92.11% 79.11% -3.65% -3.00% 17.31% 23.25% -26.64% -46.08% 19.72% 20.86% 35.25% 13.52% -41.94% #DIV/0! -51.16% -37.05% -19.69% -13.91% -27.86% -30.10% -55.41% 5.47% -11.28% 16.82% -58.78% 8.63% #DIV/0! -25.45% -43.50% -22.43% 28.94% -67.31% -42.93% -8.49%36 2523 0.41% 1.67% 15.17% 12.73% 24.11% -14.98% -10.51% -2.87% 25.58% #DIV/0! #DIV/0! 13.89% 20.71% 66.53% 68.74% -1.22% -16.21% 17.96% 27.15% -31.15% -28.61% 15.33% 23.14% 25.10% 16.90% -45.32% #DIV/0! -48.60% -35.81% -13.28% -25.37% -5.78% -17.99% 12.28% -26.93% -15.02% 8.11% -54.06% -6.89% #DIV/0! -58.46% -35.85% -15.65% 15.76% -55.16% -26.00% 40.56%37 2390 13.24% 16.34% 24.93% 30.34% 24.41% 23.14% 12.91% 17.13% 33.55% #DIV/0! #DIV/0! 11.56% 8.74% 63.24% 48.71% 21.50% -0.93% 3.35% 7.60% 16.29% -23.76% 24.31% 35.07% 13.40% 2.49% -7.64% #DIV/0! -25.43% -18.65% -3.87% -18.85% -11.14% -17.76% 46.70% -9.45% 14.12% 14.99% -25.23% -1.40% #DIV/0! -61.37% -42.22% 26.89% 43.27% -20.12% -17.56% -29.43%38 2253 11.60% 14.06% 24.57% 1.60% 26.61% -1.64% 6.04% 9.99% 14.59% #DIV/0! #DIV/0! 18.01% 31.57% 139.77% 39.19% 6.11% -4.53% -0.70% 12.34% -10.37% -0.60% 26.39% 42.61% 32.67% 15.41% -30.60% #DIV/0! -29.44% -26.24% 0.66% -20.82% 42.09% -42.35% -44.35% -7.50% 8.01% 4.44% -47.48% 29.58% #DIV/0! -13.60% -17.62% -14.99% 2.81% -15.26% 1.91% -5.94%39 2225 11.93% 13.35% 24.06% 36.96% 32.84% 23.50% 10.05% 14.75% 30.80% #DIV/0! #DIV/0! 23.16% -21.52% 75.35% 64.86% 20.06% -7.07% -1.84% -6.12% 10.27% 24.72% 25.03% 27.78% 14.79% 2.69% -23.52% #DIV/0! -30.03% -15.58% 3.38% 9.44% -0.28% -31.29% 29.40% -27.95% 1.22% 17.36% -44.65% 33.24% #DIV/0! -37.19% -40.61% 30.32% 35.79% -39.62% 29.26% 15.65%40 2121 14.81% 13.55% 26.72% 28.35% 19.62% 3.65% 8.90% 15.18% 41.64% #DIV/0! #DIV/0! 29.54% -11.93% 83.95% 31.73% 19.45% -20.14% -1.83% -0.80% 0.32% 9.85% 20.39% 24.32% 31.99% 7.01% 32.26% #DIV/0! -26.13% -9.89% 10.75% 24.82% 13.58% -4.62% -1.47% -31.98% 8.18% 0.71% -6.64% 13.23% #DIV/0! -30.58% -25.10% 16.64% 56.70% -33.32% 12.00% 2.97%41 2165 6.70% 9.75% 7.41% 42.64% 17.12% -22.21% 6.38% 2.78% 34.42% #DIV/0! #DIV/0! 11.52% -17.47% -30.69% 12.37% 8.11% -16.43% -17.59% -33.15% -19.77% 2.15% 14.58% 3.88% 11.28% -21.78% -22.47% #DIV/0! -26.57% -6.06% 0.19% 18.36% 3.95% 3.00% -13.13% 36.98% 14.97% -10.41% -26.38% 14.05% #DIV/0! -50.43% -23.19% 11.81% 53.51% -47.74% 3.85% 12.86%42 2256 12.41% 13.64% 12.98% 39.89% 27.03% -13.56% 13.66% 5.08% 60.21% #DIV/0! #DIV/0! 12.27% -15.40% 33.03% 2.78% 25.05% -14.48% -37.75% -35.50% 16.46% -13.68% 16.53% 14.65% -6.56% -24.63% -21.52% #DIV/0! -17.51% 0.37% 11.37% 88.89% 22.23% -34.27% 15.27% -4.07% 29.65% -23.04% -40.06% 44.05% #DIV/0! -51.33% -31.55% 6.13% 56.25% 28.51% -15.48% 1.60%43 2211 6.32% 4.87% 2.53% 31.09% 20.55% -10.19% 8.89% 2.42% 5.09% #DIV/0! #DIV/0! 11.21% -17.35% -4.98% -5.44% 18.48% -32.16% -30.76% -25.45% 11.95% 15.13% 2.90% 9.45% 5.93% -4.89% 18.56% #DIV/0! -11.14% 10.08% 7.16% 24.86% 21.85% 19.05% 42.82% 16.01% 13.11% -19.82% 7.03% 23.90% #DIV/0! -37.92% -4.64% 11.90% -4.34% 18.33% 13.19% 20.29%44 2171 6.24% 8.15% -2.65% 12.92% 8.71% -11.81% 9.07% 2.34% 14.59% #DIV/0! #DIV/0! 9.16% -10.22% 24.41% -14.20% 18.21% -26.02% -33.81% -41.38% -6.99% -29.20% 8.79% 13.73% -1.36% -14.60% 9.09% #DIV/0! -3.71% -10.66% 10.44% 6.30% 10.96% 47.19% 72.19% 25.53% 19.43% -14.45% 20.13% 8.20% #DIV/0! -28.73% 0.54% 27.44% 48.45% 20.51% -28.64% 51.39%45 2221 9.85% 12.42% -0.38% 28.67% 17.75% -4.21% 14.00% 6.92% 29.98% #DIV/0! #DIV/0! 5.71% -12.24% -45.95% 1.84% 29.04% -28.72% -44.30% -41.91% -6.15% 6.78% 8.74% 15.92% 11.99% -22.32% -19.25% #DIV/0! 5.94% 10.22% 23.24% 95.06% 45.57% 13.34% 8.73% 22.70% 24.98% -25.94% 46.78% 18.27% #DIV/0! -28.09% -5.74% 61.70% 22.43% -20.41% 6.95% 32.41%46 2149 9.30% 10.55% -0.59% 31.09% 5.78% -7.60% 20.53% 13.44% 1.57% #DIV/0! #DIV/0! -13.84% -1.74% -58.10% -3.60% 25.19% -34.92% -32.75% -34.94% 15.18% 72.49% 2.23% -6.15% 11.59% -21.16% 23.05% #DIV/0! 8.06% 8.87% 21.07% 13.97% 60.77% -11.21% -36.25% 75.30% 22.63% -24.63% 40.46% 49.47% #DIV/0! -11.74% 3.64% 7.70% -10.96% 11.87% 65.99% 30.81%47 2149 -0.08% 0.57% -7.94% 8.40% -5.40% -24.10% 5.46% 1.40% -11.54% #DIV/0! #DIV/0! -5.57% -13.08% -86.03% -13.33% 11.48% -34.49% -45.86% -51.88% 24.28% 33.01% -2.57% -9.91% -13.33% -28.36% 64.78% #DIV/0! 13.56% 4.49% 9.56% 0.80% 29.79% 1.09% 59.91% 0.70% 13.65% -34.09% 98.89% 31.66% #DIV/0! 11.48% -15.02% -4.68% -15.64% 5.29% 35.31% 23.76%48 1943 2.76% 4.20% -15.97% 10.84% -8.73% -22.44% 15.52% 6.20% -17.86% #DIV/0! #DIV/0! -24.91% -10.13% 23.57% -2.18% 18.25% -42.51% -38.86% -46.56% 8.40% -1.21% -5.16% -5.92% -9.88% -24.68% 65.68% #DIV/0! 28.02% 34.71% 27.92% 58.12% 41.92% 25.42% -42.64% 27.88% 12.15% -42.51% 180.88% 15.11% #DIV/0! 9.17% 16.15% 47.87% 14.03% -41.77% 0.99% 30.21%49 1812 5.76% -0.88% -6.28% 31.56% 6.58% -9.01% 13.44% 8.41% -2.86% #DIV/0! #DIV/0! -18.66% -8.12% -83.44% -18.18% 16.25% -27.91% -33.53% -61.54% 39.00% 9.39% -3.46% -13.10% -18.75% -43.39% 15.48% #DIV/0! 54.59% 11.98% 21.05% 48.45% 8.45% -13.73% -41.05% 6.16% 34.38% -41.88% 43.93% 39.17% #DIV/0! 48.74% -5.77% 17.45% -11.07% -45.37% 11.80% 55.13%50 1624 6.44% 5.44% -15.36% 25.94% -4.50% -30.13% 15.89% 7.50% -4.62% #DIV/0! #DIV/0! -22.93% 102.53% -7.60% -29.78% 22.18% -39.75% -31.62% -36.38% 77.82% 52.89% -5.08% -12.67% -21.02% -20.37% 178.93% #DIV/0! 67.03% 11.60% 22.91% 3.74% 69.80% -5.86% 17.24% -16.10% 37.69% -35.29% 185.49% 13.22% #DIV/0! -30.85% 20.68% 35.96% 55.04% -52.10% 57.03% 73.09%51 1710 4.56% 3.74% -25.23% -4.95% 0.87% -29.50% 20.24% 12.20% -27.26% #DIV/0! #DIV/0! -28.54% 16.36% -29.80% -37.76% 9.69% -45.75% -51.53% -49.01% 90.47% 74.48% -14.58% -14.54% 5.01% -33.14% 58.67% #DIV/0! 82.61% 39.85% 15.62% 31.64% 48.29% 2.17% -57.91% 73.43% 47.01% -53.11% 199.38% 47.47% #DIV/0! 94.10% 38.93% 4.23% -23.43% -21.43% 88.63% 26.45%52 1590 -2.98% -4.13% -14.89% 36.29% -17.85% -29.75% 12.34% 4.33% -12.91% #DIV/0! #DIV/0! -20.35% 43.02% -5.62% -19.91% 6.70% -59.36% -47.36% -41.15% 78.89% 33.85% -18.44% -23.90% -22.84% -29.55% 34.49% #DIV/0! 43.92% 30.57% 13.97% 1.51% 19.61% 79.29% -32.82% 26.03% 25.92% -56.75% 92.88% 42.08% #DIV/0! 25.56% 31.67% 68.98% -4.99% 6.73% 45.40% 44.15%53 1419 6.07% -0.09% -11.90% 2.13% -7.85% -28.79% 25.05% 20.59% 14.12% #DIV/0! #DIV/0! -11.27% -17.01% -57.70% -31.69% 17.74% -63.57% -36.70% -50.04% 77.50% 79.38% -8.10% -15.33% -3.32% -33.82% 49.08% #DIV/0! 74.06% 29.39% 31.99% 29.70% 0.52% 23.13% 19.45% -3.97% 38.72% -60.07% 184.19% 11.60% #DIV/0! 58.28% 22.42% 87.47% 27.76% 34.55% 74.68% 72.19%54 1350 3.17% -4.16% -26.60% 12.37% 1.34% -17.27% 18.13% 11.76% -23.51% #DIV/0! #DIV/0! -1.25% -6.76% -77.77% -33.83% 25.41% -49.06% -45.57% -39.76% 44.75% 57.13% -18.18% -11.45% -17.38% -20.92% 141.87% #DIV/0! 82.79% 40.53% 31.42% 39.48% 43.22% -48.91% 44.48% 0.93% 35.19% -47.03% 177.25% 51.21% #DIV/0! 79.31% 11.08% 102.96% -40.32% -37.15% 66.54% 76.19%55 1389 3.72% 1.95% -34.04% 14.09% -24.75% -41.29% 26.76% 18.40% -17.21% #DIV/0! #DIV/0! -39.75% -18.14% 29.64% -49.37% -6.01% -58.80% -53.56% -50.21% 12.55% 50.71% -18.84% -20.52% -0.43% -32.90% 100.31% #DIV/0! 103.79% 60.65% 24.23% 23.33% 2.69% 12.55% 72.18% 55.81% 37.40% -62.99% 73.85% 12.93% #DIV/0! 83.26% 65.69% 11.08% 16.01% -49.09% 59.01% 66.57%56 1212 8.51% 4.66% -25.03% -2.78% -15.59% -25.40% 27.90% 18.78% -3.18% #DIV/0! #DIV/0! -48.67% 10.56% -75.24% -29.43% 13.54% -59.63% -40.04% -40.53% 55.86% 77.31% -11.48% -22.15% -11.66% -20.83% 144.74% #DIV/0! 112.54% 64.30% 37.80% 116.10% 4.61% -8.01% 82.00% -0.80% 50.59% -44.96% 53.42% 25.08% #DIV/0! 66.78% 34.76% 27.30% -75.07% 80.86% 75.02% 108.74%57 1232 8.65% -1.12% -27.69% -6.55% -17.91% -45.32% 18.48% 8.97% -42.85% #DIV/0! #DIV/0! -53.71% 74.69% -75.64% -32.12% 19.11% -50.92% -50.96% -40.17% 107.97% 142.74% -12.01% -18.31% -23.95% -28.31% 73.58% #DIV/0! 153.19% 101.76% 56.09% 41.35% 72.38% -49.62% -34.04% -34.94% 35.09% -63.47% 119.53% 31.58% #DIV/0! 64.08% 96.45% 42.51% -1.90% 49.23% 150.85% 59.72%58 973 8.25% -5.97% -32.05% -3.95% -27.88% -47.16% 20.74% 8.76% -27.64% #DIV/0! #DIV/0! -55.85% -24.88% -38.31% -45.31% 32.23% -63.00% -49.65% -47.25% 38.36% 72.98% -17.66% -16.53% -6.00% -39.12% 60.70% #DIV/0! 166.31% 116.27% 59.83% 44.05% 75.91% -18.49% -4.55% 15.33% 70.29% -64.55% 11.68% 30.35% #DIV/0! 143.66% 95.33% 12.10% -58.60% 96.22% 76.37% 82.23%59 902 3.13% -9.07% -43.78% 18.63% -29.40% -29.24% 18.72% -1.57% -29.75% #DIV/0! #DIV/0! -59.77% -9.96% -100.00% -43.11% 26.41% -68.27% -48.85% -60.98% 107.02% 88.13% -25.74% -32.89% -14.68% -42.73% 157.47% #DIV/0! 202.91% 71.71% 53.97% 210.77% 58.13% -23.54% 62.17% -28.91% 38.79% -53.15% 76.69% 41.45% #DIV/0! 10.67% 67.90% 29.77% -44.17% 103.82% 89.37% 55.82%60 799 5.46% -4.46% -35.45% -6.77% -34.13% -17.90% 22.73% 9.09% -38.32% #DIV/0! #DIV/0! -57.36% 47.38% -24.88% -57.18% 19.64% -66.50% -50.95% -55.32% 106.53% 101.94% -18.32% -35.77% -14.85% -45.22% 164.77% #DIV/0! 189.28% 179.28% 60.62% 11.63% 149.92% -25.19% -7.01% 40.44% 23.00% -59.11% -27.47% 43.71% #DIV/0! 224.83% 52.38% 59.81% 0.84% 192.05% 90.91% 48.85%


GenderNum Members PSeg00 PSeg01 PSeg03 PSeg04 PSeg05 PSeg06 PSeg07 PSeg08 PSeg09 PSeg10 PSeg11 PSeg12 PSeg13 PSeg14 PSeg15 PSeg16 PSeg17 PSeg18 PSeg19 PSeg20 PSeg21 PSeg22 PSeg23 PSeg24 PSeg25 PSeg26 PSeg27 PSeg28 PSeg29 PSeg30 PSeg31 PSeg32 PSeg33 PSeg34 PSeg35 PSeg36 PSeg37 PSeg38 PSeg39 PSeg40 PSeg41 PSeg42 PSeg43 PSeg44 PSeg45 PSeg46 PSeg47

Female 71,077 7.06% 12.11% 10.12% 0.08% 16.00% -0.75% 11.18% 9.21% 18.97% #DIV/0! #DIV/0! 20.19% -2.59% 10.63% 11.61% 8.68% 15.58% 9.27% -0.49% 11.14% -51.67% 9.39% 11.80% 14.06% 6.67% -0.97% #DIV/0! 1.94% 3.34% 7.69% 10.39% 0.29% -11.51% -2.68% 11.08% 7.86% 17.80% 21.32% 1.89% #DIV/0! 7.93% 10.01% -4.22% 6.98% -37.03% -55.29% 17.86%Male 30,620 -17.00% -28.52% -23.24% 0.63% -35.81% 0.80% -27.07% -22.19% -43.51% #DIV/0! #DIV/0! -45.82% 5.30% -24.53% -25.89% -20.67% -36.07% -21.12% 0.37% -25.26% 116.48% -21.99% -26.52% -32.76% -15.89% 1.60% #DIV/0! -6.66% -8.80% -18.26% -23.06% -0.31% 31.31% 7.68% -32.99% -18.67% -41.13% -51.89% -4.56% #DIV/0! -16.95% -24.31% 7.03% -14.48% 72.27% 124.87% -40.96%Unknown 2,743 6.75% 4.50% -2.76% -9.15% -14.76% 10.52% 12.52% 9.12% -5.88% #DIV/0! #DIV/0! -11.71% 8.07% -1.53% -12.00% 5.87% -1.06% -4.45% 8.59% -6.59% 38.69% 2.21% -9.67% 1.25% 4.40% 7.30% #DIV/0! 24.08% 11.73% 4.62% -11.74% -4.09% -51.39% -16.20% 81.17% 4.76% -2.06% 26.77% 1.78% #DIV/0! -16.30% 12.05% 30.93% -19.22% 152.63% 38.73% -5.40%

We performed all the normal Gender AnalysisWe performed all the normal Gender Analysis The highlighted cells were the ‘unusual’ cellsThe highlighted cells were the ‘unusual’ cells

Gender Analysis


Cross Segment Analysis

Most importantly, we performed cross segment Most importantly, we performed cross segment analysisanalysis

Finding segments with higher than usual affinity Finding segments with higher than usual affinity to each otherto each other Members purchase in co-related segmentsMembers purchase in co-related segments

Why is this important? To sell more product we Why is this important? To sell more product we want to:want to: Find affinity between purchases by members Find affinity between purchases by members Find out ‘what do these members look like’?Find out ‘what do these members look like’? Find other members who ‘look like’ these members but Find other members who ‘look like’ these members but

do not have the cross segment purchase behaviordo not have the cross segment purchase behavior Offer voucher to buy into the segment with affinityOffer voucher to buy into the segment with affinity

Usually offered as a discount and offered 2-3 times 1 Usually offered as a discount and offered 2-3 times 1 month apartmonth apart

See if the purchase across segment behavior persists See if the purchase across segment behavior persists after vouchersafter vouchers


Cross Segment Analysis - Example

In green are segments with higher than 10% co-relationIn green are segments with higher than 10% co-relation In gold are segments with high co-relation and high numbers of In gold are segments with high co-relation and high numbers of

members in both intersection segments.members in both intersection segments. These ‘gold cells’ represent the biggest revenue/profit opportunityThese ‘gold cells’ represent the biggest revenue/profit opportunity We did this for all 47 segments against 12 largest to find opportunityWe did this for all 47 segments against 12 largest to find opportunity

NumMembers PSeg00 PSeg01 PSeg03 PSeg04 PSeg05 PSeg06 PSeg07 PSeg08 PSeg09PSeg03 4,023 -1.53% -22.35% 127.37% 112.30% 22.72% 45.13% -24.62% -9.15% 98.97%PSeg05 1,057 26.76% 17.75% 52.93% 170.38% 468.95% 51.29% 2.29% 9.59% 85.77%PSeg07 9,872 -5.75% 0.92% -30.68% -27.77% -27.26% -21.50% 25.83% 7.51% -28.10%PSeg08 4,039 22.53% 18.60% 8.40% 4.36% 8.62% 10.73% 51.58% 89.16% 17.12%PSeg19 6,825 -22.39% -24.48% -13.70% -33.54% -35.53% -17.61% -41.58% -33.74% -28.07%PSeg22 9,834 -7.56% 1.10% -15.95% -16.28% -16.48% -6.36% -10.62% -12.47% -21.04%PSeg23 2,828 23.22% 24.75% 19.57% 24.76% 55.72% 48.82% 6.45% 8.93% 42.69%PSeg25 4,433 2.33% 7.49% 3.00% -16.51% -5.06% 9.61% -18.97% -11.25% 18.58%PSeg28 1,985 6.35% -10.73% -42.65% -8.85% -36.22% -38.92% 8.27% -17.11% -36.34%PSeg30 806 52.13% 36.29% -23.03% 17.85% -8.60% -17.70% 56.27% 17.34% -17.24%PSeg36 723 62.72% 54.39% -4.55% 41.05% 23.55% 9.37% 56.31% 12.77% 22.80%PSeg37 762 -6.83% -9.49% -14.77% -12.58% -28.27% 26.26% -19.88% -25.42% -20.47%


Comparison of Segment Populations

after Revision of RulesProduct Category SegmentProduct Category Segment Primary/Primary/

SecondarySecondaryCore/Core/Non-coreNon-core

Population 1/ Population 1/ Population2Population2

11 RemovedRemoved PrimaryPrimary CoreCore 1057/20091057/2009



44 RemovedRemoved SecondarySecondary CoreCore 4039/64574039/6457

55 RemovedRemoved SecondarySecondary Non-coreNon-core 8/228/22














1919 RemovedRemoved PrimaryPrimary Non-coreNon-core 2828/57502828/5750


2121 RemovedRemoved SecondarySecondary CoreCore 4433/24164433/2416


Comparison of Segment Populations

after Revision of RulesProduct Category SegmentProduct Category Segment FrequencFrequencyy

Core/Core/Non-coreNon-core

PopulationPopulation

11 RemovedRemoved 1.751.75 CoreCore 56/9856/98

22 RemovedRemoved 00 CoreCore 0/00/0













1515 RemovedRemoved 00 CoreCore 0/00/0








Segments to Target for Campaigns

Considered variations on membership by num products Considered variations on membership by num products purchasedpurchased

Considered segments regarded as: Considered segments regarded as: Core / Non-CoreCore / Non-Core Primary / SecondaryPrimary / Secondary

Considered Recency / Frequency and Monetary value of Considered Recency / Frequency and Monetary value of members purchases in related and target segmentmembers purchases in related and target segment

From this information, proposed the campaigns to runFrom this information, proposed the campaigns to run Multi-touch via voucher to be used at cash registerMulti-touch via voucher to be used at cash register Voucher for discount on purchase in target segmentVoucher for discount on purchase in target segment 3 vouchers spread apart based on the time it takes to use 3 vouchers spread apart based on the time it takes to use

product the voucher is for. (New voucher turns up around time product the voucher is for. (New voucher turns up around time product is used up.)product is used up.)

Determine if cross segment purchase behavior worksDetermine if cross segment purchase behavior works


Why Use Vouchers?

There are many differing theories regarding member There are many differing theories regarding member loyalty/rewardsloyalty/rewards

Giving points on any usage has become a ‘discount’.Giving points on any usage has become a ‘discount’. There are real questions as to whether it really There are real questions as to whether it really

motivates behaviour motivates behaviour Giving vouchers does a number of things:Giving vouchers does a number of things:

It restricts the use of the ‘offer’ to a specific item that you It restricts the use of the ‘offer’ to a specific item that you want the member to try out. It is not a ‘general discount’.want the member to try out. It is not a ‘general discount’.

If it is an item they are likely to be buying elsewhere it If it is an item they are likely to be buying elsewhere it gives the opportunity to switch spend across to yougives the opportunity to switch spend across to you

It encourages the cross segment purchaseIt encourages the cross segment purchase It tells the customer ‘we care’It tells the customer ‘we care’

BI4 Retail Example

Some More Examples


Example of Segmentation: Female Lifestage

Kids

No Kids

ChildBrides

Young &Carefree

EarlyMothers

She’sLeavingHome

NormalMothers

Women AtTheir Peak

LateMothers

EmptyNesters

OldLadies

16 to 21 22 to 29 30 to 44 45 to 6465 orolder


Example of Segmentation: Customer frequency

Ultra Frequents

Very Frequents

Frequents

Occasional Own Brand

Deal Seekers

Majority

Occasional Proprietary Large Basket Buyers

Frequency (Transactions / Month)

Average Transaction Value


Example Segmentation: Customer understanding

CustomerSegmentation

Demographics

AttitudeNeeds

Interests

Lifestyle

ShoppingMode

Lifestage

Recency

Frequency

Value

ProductRepertoire


No Focus

Retain

Grow

Differentiating the offer

Differentstrategies

for Different

Segments

Mass marketing. Unresponsive, little value growth

Using different channels

Customer

Segmentation

Demogrphcs

AttitudeNeeds

Interests

Lifestyle

Shopping

Mode

Lifestage

Recency

Frequency

Value

ProductRepertoire


Summary

Introduction to SegmentationIntroduction to Segmentation

The process of segmentationThe process of segmentation

The relationship frameworkThe relationship framework

Customer IntelligenceCustomer Intelligence

The Marketing MessageThe Marketing Message

Example Project Using BI4Retail SegmentationExample Project Using BI4Retail Segmentation

Other Examples of Retail SegmentationOther Examples of Retail Segmentation

SummarySummary

Thank You

for

Your Time

Product Catalogue Segmentation Business Presentation 1/1/2012 .

Documents

Transcript of Product Catalogue Segmentation Business Presentation 1/1/2012 .