Analytics in Action - How Marketelligent helped a Petroleum Retailer Identify 'At Risk' Customers

1. Analytics in Action
Proactively Retaining your most Valuable Customers
Client: A Leading Petroleum Retailer
Business Situation:
The client, a South-east Asia based oil and gas Retailer encountered a significant increase in customer churn at their gas filling stations despite
having a tried and tested loyalty program in place. This resulted in a 4.6 % drop in sales during Q2 2012. The business wanted to monitor and
control Customer churn at regular intervals.
The Task:
To develop and implement a program that monitors Customer engagement levels and attrition risk, measure business impact from Customer
churn, and develop actionable strategies to manage Customer Attrition.
Analytical Framework:
High value customers that left the business impacted sales significantly. Segments were developed to slot each high-value Customer on the
basis of recent purchase patterns. Movement of Customers across segments and over time was used to identify the level of ‘engagement’ the
Customer had with the Business. Segment-specific offers and campaigns were implemented to manage customer attrition. Results from the
campaigns were used to continuously refine targeting and messaging.
100% 6%
30% 24%
75%
32%
50% 39%
25%
21% 39%
10%
0%
# of customers Revenue contribution
High Medium-High Medium-Low Low
The Result:
• Based on the analysis, the Business was able to identify high value Customers at risk of attrition. Suitable Retention programs were
designed and implemented for these Customers.
• Business was able to more efficiently utilize its Retention budget as targeted customers consisted of only 15% of the overall customer base
• Sales in Q4 2012 were up by an average of 2.1 % as compared to the previous two quarters.

2. Y O U R PA R T N E R F O R
D ATA A N A LY T I C S S E R V I C E S
ADVANCED ANALYTICAL SOLUTIONS
Industry Business Focus Tools and Techniques
Consumer Finance Investment Optimization SAS, SPSS, R, VBA
Credit Cards Revenue Maximization Cluster analysis
Loans and Mortgages Cost and Process Efficiencies Factor analysis
Retail Banking & Insurance Forecasting Conjoint analysis
Wealth Management Predictive Modeling Perceptual maps
Consumer Goods and Retail Risk Management Neural Networks
CPG & Retail Pricing Optimization Chaid / CART
Consumer Durables Customer Segmentation Genetic Algorithms
Manufacturing and Supply Chain Supply Chain Management Support Vector Machines
High Tech OEM’s Sentiment Analysis
Automotive
Logistics & Distribution
GLOBAL EXPERIENCE.
MANAGEMENT TEAM
PROVEN RESULTS.
Roy K. Cherian
CEO
Roy has over 20 years of rich experience in marketing, advertising and media
in organizations like Nestle India, United Breweries, FCB and Feedback
Ventures. He holds an MBA from IIM Ahmedabad.
Anunay Gupta, PhD
COO & Head of Analytics
Anunay has over 15 years of experience, with a significant portion focused
on Analytics in Consumer Finance. In his last assignment at Citigroup, he was
responsible for all Decision Management functions for the US Cards
portfolio of Citigroup, covering approx $150B in assets. Anunay holds an
MBA in Finance from NYU Stern School of Business.
Buck Chintamani
EVP, Strategic Initiatives & Business Development
Buck has extensive experience working with global clients across sectors.
He was an early employee at Infosys, a founding team member at supply-
chain software startup - Yantra, and part of the management team at RFID
sector startup - Reva. Most recently, he was the Vice-President for Service
Partner Strategy and Programs at product lifecycle management software
company, PTC. Buck has an MBA from IIM Ahmedabad.
Kakul Paul
Business Head, CPG
Kakul has over 6 years of experience within the CPG industry. She was
previously part of the Analytics practice as WNS, leading analytic initiatives
for top Fortune 50 clients globally. She has extensive experience in what
drives Consumer purchase behavior, market mix modeling, pricing &
promotion analytics, etc. Kakul has an MBA from IIM Ahmedabad.
CONTACT www.marketelligent.com
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