Modelling
Use our modelling capabilities to gain a deeper understanding of your customers, enabling more effective retention and acquisition strategies.

As marketplace competition continues to grow and customers are increasingly empowered through the touchpoints and knowledge available to them, organisations must continually search for oppurtunities to increase profit. So how do you know who your highest value customers are and how to target others like them? Modelling provides in-depth analysis of your customer profile and is key to maintaining a scientific approach to your marketing strategy and a competitive advantage in the marketplace.

Modelling provides the insight you require to fully understand your customers and target your most valuable prospects.

What can we do for you?
CCR Data is partnered with Experian Integrated Marketing and the Modelling products provide insight to develop a best practice approach to direct marketing through scientifically built customer and prospect models and derived intelligence. Modelled data can help you dramatically improve your acquisition and retention campaigns by providing indications of which customers and prospects are most likely to respond to marketing activity and which will provide the highest lifetime value. Such knowledge will help you maximise ROI and minimise risk by only targeting those customers and prospects who will be likely to respond. Modelled data will also help you maximise profitability by only allocating financial resources to projects that are likely to succeed.

How do we do it?
The aim of modelling is to identify key characteristics of your customer data and then prioritise Experian or third party data based on its propensity to look or behave like your customer file.

Modelling can be completed in a number of ways and- as we recognise each client objective, dataset, and deployment capability is different- we offer a wide range of techniques to derive the optimum solution. Furthermore, our marketing analysts also complete an extensive evaluation to ensure that your results are not only theoretically, but also practically executable.

EIM has developed two modelling products which can be tailored to your different modelling requirements. Prime Performance Modelling (PPM) is an automated analysis tool that uses profiling, cluster analysis and modelling techniques to provide insight into your customer base. Your file is matched with Experian's National Canvasse and Canvasse Lifestyle databases to compare a representation of different types of your customers to Experian's UK universe.

PPM has been specifically designed to be flexible to your requirements and can be purchased in one of four ways:
* PPM Bronze: a single profile and regression model providing 20 of the best and worst ranking variables. Read more.
* PPM Bronze +: a multi-dimensional Bronze model to test two measures (e.g. response and accept). Read more.
* PPM Silver: a cluster model identifying up to four clusters and building a seperate Bronze model for each. Read more.
* PPM Gold: a cluster model incorporating Bronze+ and Silver profiles. Read more.

PPM is fully automated, but it also comes with a full manual override so you or your analytical teams have full control of the complete model build process.

Our Bespoke Modelling Service is a much deeper level of analysis. This service uses numerous combined statistical methodolgies as logistic regression, decision trees (CHAID), and clustering to develop predictive models. This service offers you greater holistic insight into your customers and prospects and can help you predict their behaviour.

Whether you choose PPM or Bespoke Modelling you will achieve an enhanced understanding of your customer base as well as have access to matched prospect data from Experian or third-party databases. Finally, all recommended selections can be verified, so you can be confident in the performance of your proposed file.

What are the key benefits?

The use of models in your marketing strategy will help you develop a best practice approach, build a robust CRM strategy and improve market effectiveness by:
* Reducing attrition - predicting which customers are likely to lapse.
* Increasing retention - indicating current and potential customer value.
* Optimising resource allocation to projects with high success indicators.
* Increasing response - allocation of marketing budget to best prospect/ customer mix.
* Averting risk through indication of propensity of customer acceptance.
* Increasing customer insight - customer profiles, database statistics.
* Understanding of growth opportunities - prospect data matched to your model.

Find out how we can help you?

Invest in the success of your marketing strategy and find out how modelling can provide you with the insight you require to fully understand your customers and target your most valuable prospects.