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- • Make accurate decisions in complex scenarios and in the shortest possible time.
- • Analyze and monitor large amounts of information that, in the hands of a human being, would take years or decades.
- • Increase the number of records to manage in each campaign.
- • Optimize contact channels.
- • Obtain GDPR permissions from all your current and potential user base.
- • Evolve from single-channel to multi-channel.
- • Increase the response of each of your campaigns.
- • Reduce the costs of each campaign, thus maximizing its outcome.
- • Understand, through past analysis, the current behaviors of your users and predict future ones in order to always be at the forefront of the market.
What is Small Data?
Have you ever felt like you don’t have enough information to make a decision? If so, you’re not alone. This feeling has been mainly exacerbated by two factors: 1. The rise of Big Data, 2. The high costs involved in handling large volumes of data, which make it difficult for many companies and ventures around the world to access it. However, it is not true that enormous amounts of information are needed to ensure the growth and success of a project; what is really necessary is to have the right information for what we need. But how do we know that it is the correct information? Smart Analytics by GBA Smart Marketing® is the process by which we suggest to our client what type of analytics is most suitable for solving that business challenge that interests us. The analyses can be of various types:| Analysis Type | Description |
|---|---|
| Descriptive Analysis | These analyses are based on historical data and allow us to understand the reasons behind past events. |
| Predictive Analysis | These analyses use models to predict with high certainty what will happen in future situations. |
| Prescriptive Analysis | The objective of these analyses is to optimize resources and increase efficiency, using simulation and optimization techniques. |
Social & Mobile
Users are becoming increasingly demanding regarding what the market offers them. Almost instant access to any type of product or service requires organizations to connect with them in a more personalized way. Thanks to Smart Analytics by GBA Smart Marketing®, this is no longer a hindrance for the vast majority of small and medium-sized companies that previously had to rely on their intuition due to a lack of resources. We take care of perfectly understanding the needs of your users, ensuring the proper identification of each one through the construction of specific profiles, from a digital perspective.- Digital profiles that help us understand their favorite brands, interests, and preferences, among
- Research and development of your target market to improve or develop new products and
Contact Strategy
A good campaign should consider an interesting message to the right person, through the most appropriate channels and moments. In other words, it is not only important what we are going to offer to our current user or potential user, but also through which channel and at what moment. Through backtesting processes, we can verify and diagnose the results of different previous contact strategies of our clients with their current users, helping them define the best courses of action to acquire new users and optimize their results positively. We achieve this by analyzing not only the implemented campaigns but also the received responses and the touchpoints that each user can have with our clients’ brands.| Topic | Description |
|---|---|
| Digital Profiles | These profiles allow us to understand the favorite brands, interests, preferences, and more of our target audience. |
| Research and Development | This activity helps us improve or develop new products and services by researching and understanding our target market. |
Contact Strategy
A good campaign should consider a message of interest to the right person and through the most appropriate channels and moments. In other words, it’s not only important what we are going to offer to our current or potential users, but also the channel and timing. Through backtesting processes, we can verify and diagnose the results of different previous contact strategies between our clients and their current users, helping them define the best courses of action to acquire new users and optimize their results positively. We achieve this through the analysis not only of implemented campaigns but also of received responses and the touchpoints that each user can have with our clients’ brands.| Topic | Description |
|---|---|
| Contactability Diagnosis | Descriptive analysis to evaluate the management database, available contact channels, and GDPR permissions. Its goal is to establish an action plan to achieve multichannel communication and comply with local policies for personal data protection. |
| Response Analysis | Descriptive analysis to evaluate the performance of a campaign based on the response from current users. It can be carried out during the course of the campaign to predict final results. |
| Campaign Analysis | Descriptive analysis that shows the interaction of users with a specific campaign, including the origin and results of such interactions. It allows identifying the origin of users, mapping the message, and evaluating the campaign's effectiveness. |
| Contact Point Analysis | Descriptive analysis of all the interactions users have with the brand before, during, and after acquiring a product or service. It allows improving the quality of each contact and optimizing the user experience with the organization. |
| Best Product or Service Offering | Using predictive analysis, the best offering of a product or service is determined beyond its basic features. It includes variables such as availability, convenience, price, and quality, and aims to differentiate the brand from the competition. |
| Marketing Mix Optimization | Through prescriptive analysis, a business variable is maximized according to the organization's strategy. It allows optimizing the marketing mix considering various variables and helps make decisions that maximize the results and efficiency of the marketing strategy. |
Segmentation
Consumers can be segmented according to different dimensions based on knowledge of their interests and needs, including sociodemographic, transactional, seniority, consumption, among many others. In this way, we divide and subdivide the market into homogeneous groups with defined behaviors, but heterogeneous compared to other groups. All types of market segmentation are beneficial, but with more information, we can create better segmentations. This allows organizations to focus their efforts on the right audience, the individuals or companies that constitute their true base of interest, thus saving valuable resources that can be invested in other strategic areas.This segmentation, with Smart Analytics by GBA Smart Marketing®, can be done using the following dimensions:
| Topic | Description |
|---|---|
| Demographic | Includes attributes related to age, gender, income, and nationality, among others. It is based on the GBA Smart Marketing® Attribute Set. |
| Transactional | Shows how your current or potential users carry out their transactions, such as purchasing or acquiring your products and services, or similar products and services to what you offer. |
| Attitudinal | Groups the target audience based on the attitudes they have towards certain types of campaigns, industries, messages, etc. |
| Abundant | Enables the segmentation of audiences, users, and customers according to different attributes across multiple dimensions at once. |
Predictive Modeling
The predictive model is based on inferential statistics that allow our clients to predict the behavior of their potential users by taking into account PPM (Prediction de Partial Matching) models, online targeting models, and segment mapping automatically. This facilitates the implementation of all kinds of campaigns at the right time and place for a specific segment.| Topic | Description |
|---|---|
| PPM Model | An adaptive statistical data compression technique that predicts the behavior of a specific user profile. |
| Online Targeting Model | A model focused more on the audience than the product, which helps target messages more effectively to your users. |
| Segment Mapping | Management of different segments from a geographical perspective, making different efforts according to the points of sale or coverage of your brand without wasting budgets in areas where the response is close to zero. |
| File Model or Housefile | Models designed to predict practically any behavior, such as response to a promotion, credit risk, returns, purchases of product categories, etc. |
| Delta Model | A model that puts the user at the center of the organizational strategy, improving processes of search, contact, acquisition, and loyalty based on their interests and needs. |
| Lifetime Value Model (CLV) | A model that helps understand the value of a customer throughout their entire lifecycle, allowing you to maximize their consumption, protect them if they are of high value, and optimize their behavior if they show good performance with the competition but not with you. |
Customer Insights
Thanks to the accurate analysis of Small Data, GBA Smart Marketing®’s Smart Analytics helps identify standard profiles complemented by personalized profiles of our clients’ users. These profiles are created through exploratory data analysis and RFM segmentation (Recency, Frequency, Monetary), allowing us to place each user in their corresponding step in the customer value pyramid. This translates into the ability to invest efforts only in what provides the maximum rate of positive responses for our clients, resulting in better investment, proper utilization of available resources, increased acquisition of new users, and more effective customer loyalty.| Topic | Description |
|---|---|
| Customer profile | Based on the GBA Smart Marketing® Attribute Set, we can have a first impression of what identifies and makes your user unique, as well as those interests and attitudes that make them more likely to identify with your organization. |
| Exploratory data analysis | A statistical process applied to the data collected within your organization to determine which ones are relevant when incorporating them into an analytical solution. |
| RFM analysis | Focuses on three aspects of user behavior with your brand or organization, namely their Recency (days since the last purchase), Frequency (number of purchases per time period), and Monetary (total value of purchases made by the user during the analysis period). |
| CLV analysis | Focuses on determining the potential maximum value of a customer during a period with your organization. |