Market & Customer Analysis

Data analytics delivering actionable insights - understanding your market opportunity, visualising it geographically and seeing your share. This analysis will help you target existing customers with the right offer, locate new customers and organise your sales team.

Global Location Intelligence

If you’re a business leaders or marketer who wants to understand your total market size and share or you need customer segmentation and targeting help, talk to us. We work with companies across multiple business sectors both in the UK and internationally as well as companies looking to break into new geographic markets.

A Market Analysis makes sense of your company data, which is often undervalued as a resource. Yet, when this is integrated with location intelligence it transforms into a unique data universe that can guide strategic and operational decision-making, identify threats and opportunities and help you:

Understand the size/value of your market and your current share of it.
Reduce uncertainty in new and existing geographic markets by identifying under-serviced geographic areas and hotspots for new customers.
Identify target audiences for new customer acquisition.
Visualise patterns in key data such as drive-times, population densities, demographics and psychographics & identify patterns/trends that give you strategic insight into your customers and their behaviour.
Improved strategic planning of advertising and product mixes.

How we do it

STEP 1 - Data Consolidation & Transformation

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.

STEP 2 - Market Share Analysis

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.

STEP 3 - Customer Analysis / Customer Targeting

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.

STEP 4 - Maintaining customer engagement - activity planning

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

Other Analysis & mapping options

Sales territory mapping.
Franchise territory mapping.
Location planning including catchment analysis to understand population demographics around an outlet.
Territory design and mapping to define marketing, distribution, service and support areas.
Basket analysis to identify patterns in product or service purchases.
Competitor assessment.
Missing value analysis – extrapolation of missing values from existing data.
Pattern analysis – understand purchase gaps to guide cross-sell and up-sell decisions.
Churn analysis – understand why customers leave.
Brand and product analysis.
Campaign response analysis – compare people who do and don’t respond.
Custom mapping projects - including postcode or zip code maps at all levels of postcode. In the UK, Postcode Area - 124 area, Postcode Districts - c. 3,500 Districts, Postcode Sectors - c. 10,000 Sectors, Unit Postcodes - c. 1.8 million units

Find Out What Tech4T Can Do For You

To see how we can help you gain a competitive advantage from our marketing intelligence, mapping analysis and customer insights (and get more from your marketing and sales budgets), give us a call today on +44 (0)1733 890790 or click on the menu options to get a flavour of our work.

Understand the size/value of your market/your current share of it.
Reduce uncertainty when entering new/existing geographic markets by identifying under-serviced geographic areas & the hotspots for new customers.
Identify target audiences for new customer acquisition.
Visualise patterns in key data such as drivetimes, population densities, demographics and psychographics & identify patterns/trends that give you strategic insight into your customers/their behaviour.
Improved strategic planning of advertising and product mixes.

Planning Data

Identification of the right target audience for new customer acquisition.
Visualisation of the geographic spread of your customers by value and type.
Geographic visualisation of the locations, performance and relationships of customers, prospects, team members, dealers and outlets.
Visualisation of patterns in key data such as drivetimes, population densities, demographics and psychographics.
Identification of patterns and trends giving you strategic insight into your customers and their behaviour.
Improved strategic planning of advertising and product mixes.

How we helped Celsius International with specialised targeting analysis

“Tech4T have worked with us carrying out specialised targeting analysis on behalf of our multi-national customers. We have always found that they have provided strong and, importantly, actionable insights into the data and then given us an efficient ongoing service for our customers’ marketing campaigns. We are very pleased to continue to work with Tech4T.”