Looking for Growth? It’s in your Data!

LOOKING FOR GROWTH? IT’S IN YOUR DATA!
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Copyright © Digital Alchemy
BY DIGITAL ALCHEMY TEAM
LOOKING FOR
GROWTH?
IT’S IN
YOUR

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As a marketer, whether you like it or not,
people are going to count on you to come
up with the answer to the “how to’s”.
Easier said than done. The most
challenging part is the process of getting
there, the “how-to” part that most
businesses are struggling with.
Answering these questions through
guesswork is like a suicide mission, not
only for the company but also for your
career as a marketer. The good news is
that rich data sets and analytics tools
to help answer the above questions
are available, so today’s marketers can
make smart decisions.
But, if you feel like you have too “little”
data or facts to support your marketing
decisions, it could be because you are
not making the most out of the data
you have waiting around in your CRM
database and Call Centre Data System
or not crunching the data you get from
Point-of-Sale (POS).
In a nutshell, growth revolves around
three activities:
GET TOUGH
QUESTIONS
ANSWERED BY
DATA ANALYTICS
GET new customers
KEEP current customers
INCREASE spending per customers
How to convert prospects into new
customers?
How to increase customer
spending?
How to detect a buying trigger for
your products?
How to turn things around and
increase customer retention?
How to improve customer
experience?
How to make the most out of
pricing and promotion?
How to choose the right marketing
channels to communicate with the
customer?
How to increase marketing ROI?

3
There is actually an overwhelming
amount of data being stashed
away and not used to its full
potential in CRM Databases and
Call Centre Systems. This is most
likely found in the case of companies
with large customer database such
as telecommunications, retail,
e-commerce, insurance, and banking.
Dealing with a massive amount of
data could be a nightmare or a breeze
depending on your ability to:
Data Analytics can hack that
growth strategy by using customer
intelligence as your secret weapon.
If you crunch in your data right, utilise
your CRM database to its full potential,
and combine it with external data
such as from social media sites, online
browsing and demographic data - you
can uncover interesting customer
patterns.
USE DATA TO ITS
FULL POTENTIAL
Determine which data to use
How to transform shambles
of data to a more useful and
integrated form so that it can be
used across the company
Where and how to source that
data from
These impressive data
tactics can not only
help you master sales
but also lower costs
and grow.

4
To wrap up, here are some Data
Analytics game plans you can
use to boost your growth.
This enables marketers to understand
your customer’s persona better, and so
you can segment them in a way that you
can interact with different customers
differently. This results in you being
able to create targeted messages
and promotions to communicate with
customers in a personalised way.
Walmart conducts data
analytics on a real-time basis
by fusing data from past
purchases, their internal stock
information, your mobile phone
location data, social media and
weather forecasts to boost BBQ
cleaner sales. If a customer owns
a Grill, considering the weather
is good and they are within close
vicinity to a Walmart store that
has the BBQ cleaner in stock, this
is a trigger for Walmart to send
a voucher of a BBQ cleaner. By
sending personalised targeted
messages at the right time and
the right place, Walmart is able
to create better and more relevant
interactions with its customers.
UNDERSTAND YOUR CUSTOMER’S PERSONA
Example
customers’ mind, identifying their needs,
pain points and behaviour of each
customer at a deeper level.
Data Analytics from an internal customer
database consisting of transaction history
and customer profile alone can shed light
on the characteristics of each customer.
What’s more, Customer Analytics can
also integrate all customer data from
internal databases (customer profiles,
call centre, email and past transactions)
and external database (social media and
search engines) to provide a 360-Degree
Single Customer View. This can provide
an even more in-depth insight into the
360-Degree Single
Customer View

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In the past, marketers had to make
educated guesses regarding the age,
demographics and work profile of a target
customer or a prospect. Today data
specialists can sift through customer data to
identify characteristics of a new prospect.
A customer will touch a company in
many different ways before they decide
to purchase. Collection of data from all
touchpoints from the time of discovery
to purchase of the products will give
marketers valuable information on
customer experience. This will shed a
light on key factors that customers take
into consideration during purchase. So,
marketers can identify core customer
touchpoints to help maximise customer
experience, increase customer retention,
increase customer spending and
understand how they transition through
the product lifecycle.
Data Analytics can also be used to
examine customer interactions and
subsequent purchases to uncover
subtle or hidden relationships between
triggers and events. In other words,
it can identify the behaviour of a
group of customers who are highly
likely to stop buying your products
or highly likely to be a target for your
new product (to be launched). This is
extremely useful for customer retention
if product and customer experience
improvement is needed.
COLLECT DATA FROM ALL TOUCHPOINTS
Target identified a sales
opportunity through data analytics
on customers’ past purchases.
Predictive Analytics helps to
determine if women are statistically
likely to get pregnant if they start
buying unscented lotions and prenatal
supplements. Thus, Target can send
them coupons for baby products.
Example
Customer Acquisition Mapping the Customer Product Launch and
Product Improvement

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IMPROVE ROI WITH DATA ANALYTICS
By pointing you towards marketing
activities that help you to generate the
most ROI, Data Analytics is a critical
tool to drive and demonstrate real
growth in the companies.
This is because Data Analytics helps
you to identify valuable opportunities
by tweaking and twisting marketing
campaigns to find out what works,
what doesn’t, and what has the highest
impact on the revenue.
McKinsey analysis of more
than 250 projects over
five years revealed that
companies that implement
customer data analytics
could improve their
marketing ROI by 15-20%.*
A Tesco in close proximity
to a University and student
housing is more likely to stock
affordable products and have
better marketing promotions and
discounts so students can afford
the items on the shelves.
Example
Pricing and Promotion
Optimisation
Data Analytics has the ability to provide
real-time information which can help
you to make well-informed decisions
on pricing of your products. This is
conducted by combining past purchasing
pattern data, demographic info, income
data and geographical location.
Giving Your Marketing
ROI a Boost
*Gordon, J. et al. 2013. Big Data, Analytics, and the Future of Marketing & Sales. [e-book] McKinsey & Company. Available at: McKinsey
on Marketing & Sales <http://www.mckinseyonmarketingandsales.com> [Accessed 15 May 2015].

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The pathway towards growth by
using Data Analytics requires:
DO IT RIGHT…
BEFORE YOUR RIVALS CAN
Data Analytics is not just about
installing a complex analytics
software and hoping that you
will eventually find a valuable
breakthrough. It requires work
and commitment to transform your
company into a customer-centric
organisation.
Asking the right questions
Interpreting the findings correctly
Executing a prompt response to
customer demands
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THE COMPETITIVE ADVANTAGE
OF DATA ANALYTICS LIES IN
THE CAPACITY TO PREDICT THE
FUTURE BEFORE YOUR RIVALS CAN,
SO YOU CAN SUCCEED IN
ACHIEVING A SUSTAINABLE AND
PROFITABLE GROWTH.

ABOUT THE AUTHOR
Digital Alchemy Team
Visit our blog
Digital Alchemy Limited (DA) is Asia Pacific’s leading Database
Marketing Services Provider. DA’s team of professionals are dedicated
to working with clients to improve their marketing efficiency and to
capture latent customer value. Established in 2003 and operating in
Sydney, Melbourne, Auckland, Bangkok, Hong Kong, Nanjing, and
Singapore, DA has been contributing to the success of an expanding
breadth of clients including leading companies in financial services,
telecommunications, retail, motoring services, media, and other
industry sectors. www.digitalalchemy.asia | info@digitalalchemy.asia
www.digitalalchemy.asia/blog

Looking for Growth? It’s in your Data!

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Looking for Growth? It’s in your Data!