Servicing 20 million consumers across Europe, a world leading printer manufacturer gains competitive edge with a bespoke customer lifecycle system developed by Objective. The new system captures customer and prospect data from a variety of sources while clever analysis provides extensive marketing intelligence and data analytics.
This is how the customer lifecycle system works…
Web services enable real time evaluation of interest, by tracking opened emails, clicks through to more data and responses to calls to action. Incentivised follow ups and helpful prompt emails guide the consumer to loyalty purchases, discount vouchers and ‘have you run out of’ reminders which increases take up.
Integration with a B2B reseller programme records valuable data and directs new business customers to the appropriate stockists.
Lead scoring functionality allows the marketing team to push sales ready leads directly to the sales team and nurture warm leads through to conversion. Lead scoring tracks prospects behaviour and web activity. This mechanism focuses on demographics based on turnover, job title and decision-making level as well as behaviour responses such as completing a contact form.
And, the sales team benefits from up-to-the-minute information as sales ready leads are displayed immediately in the CRM system.
Marketing Intelligence and Data Analytics
A data warehouse provides the central store for integrated data that is gleaned from numerous disparate sources, including personalised customer portals, consumer stores and mobile apps. This system is used for marketing intelligence reporting and analysis using Microsoft BI tools including Excel and SQL.
Data insights using OLAP analysis (online analytical processing) slices, dices and drills the data to provide valuable business trends and data analytics to predict future tendencies.
When you need help to unlock data insights please contact our data analytics consultants today.