We are hansa cequity
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Transcript of We are hansa cequity
BE ENRICHED BE ENRICHED
Hansa Cequity is a part of the RK Swamy Hansa Group.
The R K SWAMY HANSA Group is a leading multi-disciplined,
multi-location, marketing communication and services
group based in India and the USA. From traditional advertising, media, interactive, activation,
outdoor, medical, research, consulting and content the
Group has been in existence for over 40 years, and is today
working with leading Indian and multinational companies.
www.hansacequity.com
Data CustomerExperience
Analytics MarketingStrategy
From an era of agriculture where power existed within small communities of
people who lived and worked together, we moved into the industrial age. Here
centrally controlled global corporations seized power with their scale, financial
muscle and innovative mass marketing strategies to build and sustain
market-driven economies.
We now live in a world where data is the new oil. Technology is creating
information powerhouses, where consumers and businesses are seamlessly
connected, and where anyone with a device has the power to connect and
be heard.
At Hansa Cequity we bring hands-on business experience to help companies
reach out to every one of their customers. Individually, intelligently, optimally.
To enable this we have brought together people with diverse skills. Our data
integration specialists have the tools to work with big data; building
proprietary data cleansing algorithms, data transformation methodologies and
vertical-specific data models. Our analysts help build dashboards to provide
on-demand analytics to help our clients make intelligent decisions. And our
digital marketing and campaign specialists create and deliver innovative ideas
that can be measured.
Five Pillars of Hansa Cequity’s Business
DataManagement
PlatformCustomer
Insights and AnalyticsPlatform
Hansa Cequity manages a variety of data from different sources for our clients. Our data marts store millions of unique customer profiles. Data specialists at Cequity have built both server and cloud based platforms to clean, refresh, catalogue, enrich, maintain and manage rich customer databases. Our Customer Information Grid offers value-adds like PIN codes, geo tags, ethnicity tags, home and job mover data, social media overlays and more.
Hansa Cequity has built its reputation as being a one-of-a-kind data-driven marketing knowledge and insights company. Our expertise lies in understanding behavior and uncovering usage and buying patterns of people using data. We offer a range of services to companies including marketing analytics, loyalty analytics, churn analytics, campaign analytics, customer lifetime value analysis, life-stage segmentation, lead scoring, social media analytics, content analytics and more.
CampaignManagement
Platform
Hansa Cequity delivers hundreds of customised campaigns everyday. Our campaigns are served via SMS, email, phone, direct mail, the web, on-ground and across social media platforms. Creative technologists at Hansa Cequity are able to look at data in real-time and deliver campaigns that are relevant and targeted to micro-segments of client databases.We design experiments and test multiple campaigns that can be measured, tweaked and scaled to get better returns on marketing investments.
MarketingOptimisation
Platform
Should certain customers get one product offer through a call center? Should others get a different product offer through e-mail, or perhaps mobile, such that overall sales/profit is maximized?Hansa Cequity’s Marketing Optimisation Platform answers vexing marketing questions using past and real-time data intelligence to help companies optimise marketing spends.
DigitalExperience
Platform
Hansa Cequity delivers intelligent digital experiences for people on digital and social media channels by leveraging the power of data and analytics. We build experiences in the form of apps, websites and mobile properties. By analysing and understanding what works in the digital and social space, we create relevant content. We listen in on conversations using our online listening platform. We even create and deliver eCreative in the form of email, apps, static and moving content for brands.
What is Customer Equity?
Marketing Activity Brand Equity Customer Equity
Product and service quality
Advertising
Promotion
Segmentation
Channels of distribution
Customer service
Create strong customer preference
Create brand image and position
Deplete brand equality
Customer characteristics and benefit segmentation
Multistage distribution system
Enhance brand image
Create high customer retention rates
Create customer affinity
Acquire products to see to the installed customer base
Behaviourial segmentation
Direct distribution to customer
Create customer affinity
Brand Equity Vs Customer Equity
Source: Customer Equity: Building and Managing Relationships as Valuable Assets. Robert C. Blattberg,
Gary Getz, Jacquelyn S. Thomas | Harvard Business School Press
These are times of momentous change. People, empowered with real-time
technologies are changing the way they search for, identify and engage with
products, services and companies.
For companies too, the availability of tools to manage information and data,
new technology and communication platforms, means that they are able to
understand people and respond to their needs in real-time.
Writing in their seminal book - Customer Equity: Building and Managing
Relationships as Valuable Assets, Robert C. Blattberg, Gary Getz and Jacquelyn
S. Thomas argue that customer equity management is now possible because
of intersecting advances in four areas:
Affordable information technology
Low-cost communications
Sophisticated statistical modeling
Flexible fulfillment
Information-based targeted marketing is becoming more efficient and
effective than blanketed mass marketing.
As a result, mass marketing strategies that achieve targeted profits by
counting on more-profitable customers to subsidise less profitable ones will
fail as the more attractive customers are stolen away by competitors' targeted
acquisition efforts.
As customers gain near-perfect information on their alternatives, switching
barriers are dropping dramatically.
Companies that use the deluge of available data on customer purchase
behavior are acquiring new customers, retaining existing customers, and
cross-selling more effectively than those who do not. They can link their
insights with cost data to do so efficiently as well.
Companies can no longer depend on orderly vertical channel systems to
control customers' buying behaviors.
Companies that understand the asset value of each customer, and tailor their
marketing efforts (and their costs) to acquire and sustain the highest-value
assets, will trump less-focused mass marketers.
Customer Planning and Strategy
Data Management - Building and Maintainence
Analytics and Insights
Campaign Management -Planning and Management
Customer Relationship Centres
Social Media
Creative and Content Marketing
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