Market & Customer Analysis

Your organisation will likely hold a wealth of data that can contribute to refining your market and identifying the most profitable segments within it. However, this data is frequently distributed between different departments and systems so it’s often virtually impossible to bring it all together to give you all the information needed for meaningful strategic analysis.

Thanks to years of experience in merging and analysing such disparate databases and spreadsheets, and resolving issues arising from poor quality, duplicated or unrelated data we can combine the data from your systems (CRM, sales, customers, accounts and so on) to create one complete ‘single view’ of your customer and prospect universe. We bring this disparate data together so you can see how things overlap and connect. Complex linking of business-to-business data is a speciality – group, company, multi-sites, multi-contacts at sites.

This raw data is then transformed into analysis ready data and enhanced with external market and demographic data. This transformed information is the data foundation for analysis projects, direct marketing campaigns, sales or franchise territory design, location planning or can be restructured ready for loading into your operational systems or our Territory Runner solution.

How big is the market? What’s your share? Is the market in a state of growth or decline?

A Market Share Analysis will answer these questions and give clear guidance on where to focus attention overall and by specific products going forward.

Through a mix of consultancy and external research, we will establish whether your market is declining or expanding and analysis of your company data will indicate whether your market share is growing or diminishing.

To establish a full picture, competitors are analysed overall and by product and where they are strong geographically, the strengths and weaknesses of your company’s products are factored in and any distribution or dealer channels are assessed.

Customer profiling and segmentation. Customer records are enhanced with market and demographic data for accurate profiling. Combined with the identification of buying patterns and trends, this gives you strategic insight into your customers and their behaviour for translation into actionable targeting segments.

Predictive analytics uncover the nuggets buried deeper within your data. Based on customer potential modelling and forecasting, customer segments are further refined to include a predicted customer lifetime value by customer and segment for current and new customers.

Each customer segment is broken down to a sufficiently granular level to easily define the right offer or sales approach and the best time to communicate it.

Gain greater visibility over your customer base and identify more opportunities - your enriched customer universe will deliver a unique blend of market and customer insight using location intelligence as the connective thread to reveal new opportunities, enhance customer targeting and improve customer engagement. Replacing gut instinct or guesswork with data-driven decision-making means you’ll know the next course of action and/or be able to build a business case for investment.

The analysis used includes:
Customer profiling and meaningful customer segmentation to strengthen customer engagement

Forecasted sales potential for each customer

Segments allocated to the best contact channel aligned to their value

Improved contact strategies for each segment

Clear data to easily identify the right offer or sales approach for each segment

Understand which customer segments justify the cost of field team visits and which can be handled internally by telephone, email or social media