Financial : Strategizing and Testing | Knowing your Customer

Knowing your Customer Business Challenge Our client had made a significant investment in database processing, focusing mainly on enriching customer records by appending valuable demographic data. The marketing organization intuitively recognized that the data was rich from a marketing perspective, however they had restricted access to the data. Data were available to a select few technology savvy individuals and analysts with SAS licenses and experience. Access to required data necessitated development of highly accurate reporting specifications, cross department communications and a minimum two to three week lead time for results. Solution thinkSmart set up a marketing database and a SMART reporting portal meeting the reporting needs of our client. Data were imported to the marketing databaase and reporting cubes were built off of the data. The client was given immediate online access to the cubes where they were able to have unrestricted 24/7 access enabling them to do sophisticated highly granular data mining and analytics. Pivot table type interfaces with intuitive drag and drop functionality exposed the richness of the data in a familiar presentation layer. Business Results Business users are able to develop meaningful custom reports on  the fly. Marketing professionals are able to do hypothesis testing without the previous lead time required for reporting specifications. Marketing professionals are able to make better informed data driven decisions having real time accurate data at hand. The business is reaping th ebenefits of data driven marketing decisions showing improvements in response rates, greater predictability for campaign performance and a better idea of prospect targeting.