Smart Center by GBA Smart Marketing®

Smart Data:

What every Marketing manager needs to know simultaneously:

1. 1. How many records your database has and what percentage of them you can manage (customers and potential customers), either because a percentage of your database has no contact information or has outdated information, and other records do not have permissions for
   2. How these two groups of records are composed geographically, that is, where the records you can manage and the
   3. What contact information you have in order to plan campaigns by phone, email, social media, or mail

1. 4. Where the information you are managing comes from, for example, the website, social media, Customer Service, Billing and CRM (Customer Relationship Management), among others.

Smart Center from GBA Smart Marketing® is the digital platform for visualizing all this information and more. It is also easily accessible through a username and password, where these four elements can be viewed on a daily basis. Are you ready to take the next step?

Smart Analytics:

Imagine you are a marketing manager who, like everyone else, wants to implement all kinds of analytical solutions. Let’s assume you hired us to develop a propensity model with the goal of knowing, through a score from 1 to 1000, whether a user would buy one of your products or services, with 1 being a very low probability and 1000 being a very high probability. The way to operationalize the propensity model is simple. Initially, we can segment them into four groups, for example: group 1 has the lowest probability, group 2 has medium probability, group 3 has medium-high probability, and group 4 has high probability.

From the start, you already know how to prioritize the management of these customers, starting with groups 3 and 4. However, you probably won’t be able to manage all the members of these groups due to various reasons. For example, you may not have GDPR permissions for some of them, and for those you do have, you may not have «multichannel» capabilities, meaning you can only manage some of the records from groups 3 and 4.

In this simple example, we can see that the propensity score classifies the records and allows you to prioritize, optimize, and increase response and conversion rates. If you were to do it conventionally, the cost of this campaign to manage 100% of your database would be much higher, conversion rates would be lower, and you would likely prioritize records with a low probability of purchase.

Are you ready to take the next step?

Smart Geo:

In this module, our client can visualize their users and prospects through a map (showing their georeferenced database) in relation to their points of sale, the competition’s points of sale, high-value users, the best-paying ones, those who buy most frequently, and those who occasionally purchase (but with high ticket amounts), etc. With this analyzed information, you just need to make the decision: in what order will you manage this market that we have just analyzed from a geographic perspective? You will likely prioritize the customers with the highest potential who are located near your network of points of sale, don’t you think?

Are you ready to take the next step?

Smart Contact:

However you have decided to manage your customer and prospect database, each of these campaigns had a result that should be analyzed from four aspects: Smart Data: How many could I contact? How many of those I contacted received the message? How many of those who received the message reacted positively to the campaign?

Smart Geo: In which locations did this campaign succeed and where did it not? What are the characteristics of the areas or points of sale where the response was positive? How many customers are near these areas?

Smart Analytics: Of the four segments that I managed in the previous example, which one had the best result? Did the segments that seemed to have a higher probability, according to the analytical solution, actually react well?

Smart Contact: Were the communication channels used appropriate? Did I connect with my audience correctly?

Smart Center from GBA Smart Marketing® allows visualization for decision-making. It is not a place where the analysis is performed, but rather a place where we show you the necessary information, the result of our 4S work, so that you can make well-founded decisions in an agile manner and avoid wasting time on unnecessary analysis.

Indeed, it is possible to perform analysis through filters and segmentations of the data source from different time periods and the places where it occurred. This is not achieved because Smart Center from GBA Smart Marketing® is just a data analysis platform, but because it is a decision-making tool that connects with your CRM, CDP, BI Engines, and Contact Center, among many others, allowing you to centralize the necessary information for your decision-making in one place.

Smart Center from GBA Smart Marketing® is an easy and practical platform that periodically presents the main data quality indicators and their evolution in the Smart Data module.

Visualization, definition, execution

Our Smart Center from GBA Smart Marketing® allows you, among many other things: