|
Client: A $2.6 billion medical products manufacturer. |
Challenges: The client's data systems were not designed for marketing purposes. So, only basic sales information was available -- and then only with great difficulty. The system could not identify customer types, margins by customers and segments, customers gained, customers lost, customers who do/don’t purchase multiple products, customer contact names, corporate affiliations or customer contact/response history. Without this essential information, prospecting efforts were of the mass-market variety and customer retention efforts were minimal. Sales tracking was nearly impossible.
Solution: First, Management Analytics Group created a specialized marketing information database to store selected sales and financial data. Then we identified the top and bottom customer segments and used our proprietary ABT analysis to develop profiles of the best-performing and worst-performing customers This information led cross-selling and up-selling campaigns to existing customers
Finally, Management Analytics Group provided monthly progress reports to track sales results and margins by customer, sales rep, region and product. We also helped the client begin retention and prospecting efforts using the lifetime value models we developed for them.
Result: Management Analytics Group's insights jump-started introductory product roll-out campaigns and then kept sales rolling. The exact magnitude of the project's impact is confidential, but it was definitely a success.
Questions? Just ask! [Back to Client Success Stories] [Top] |