Esta web utiliza cookies para que podamos ofrecerte la mejor experiencia de usuario posible. La información de las cookies se almacena en tu navegador y realiza funciones tales como reconocerte cuando vuelves a nuestra web o ayudar a nuestro equipo a comprender qué secciones de la web encuentras más interesantes y útiles.
Solution: Increased savings
Potential application industries: Microfinance, Popular Credit, Banking, Financial, Cooperatives, Compensation Funds.
Related services: Geocoding, Clean Data, Attribute Set, Multichannel, GDPR, RFM Analysis, Savings Propensity Score, Income Estimator, Sociodemographic and Geographic Segmentation.
The client:
An entity that links people to its voluntary savings program who, for the most part, belong to lower strata. They are underbanked, underemployed and informally employed. Today it has, in its portfolio of linked individuals, almost 1.5 million people from almost all rural and urban territories in Colombia (more than 1,100 municipalities).
The problem:
Our client wanted to know, in a comprehensive way, those who were saving, as well as the causes why other people were not saving, in order to encourage saving in the most efficient way in both groups.
There was an additional challenge: to increase the contactability and multi-channeling of these population groups, most of whom change their mobile number and physical address between two and three times a year.
We also had to take into account a limited budget and the presence of users in more than 1,100 municipalities nationwide, which considerably increased the costs of any face-to-face commercial action.
Our task was to increase the number of annual transactions, the average amount saved in each of them, and to get those who were no longer saving to take up the habit again. However, we had little knowledge of the link, which is why until that moment all the campaigns were segmented in a traditional way and their communication channels were limited to the use of Contact Center and SMS messages.
GBA Smart Marketing® Solution: Single Customer View
We performed a data quality process to the information received from our client in order to detect inconsistencies or if it was outdated, thanks to this we determined that the use of external information would be necessary to solve this business challenge. We then updated, complemented and standardized the physical addresses of the linked savers and non-savers, which allowed us to geocode 95% of the database.
Based on the transactional and socio-demographic information and 12 attributes built by GBA Smart Marketing®, among which a Savings Propensity Score and an income estimator stand out, we segmented 100% of the savers and non-savers into 36 groups with a total of up to 51 characteristics for each one.
Finally, with the knowledge acquired, we planned and executed differentiated marketing campaigns, using more communication channels with messages and frequencies appropriate for each group, thus maximizing ROMI (Return Of Investment in Marketing). We also successfully carried out campaigns for updating contact data and campaigns for capturing permissions corresponding to Law 1581 of 2012 (General Regime for the Protection of Personal Data) and Statutory Law 1266 of 2008 (HABEAS DATA).
The result:
| Results |
|---|
| We increased the saved value by 9.11%; the average transaction by more than 4.02% in the first two months of implementation; the historical number of transactions by 14.22%; and the contact data update rate by 17.01%. |
| We identified and corrected 100% of the linked base, improving the data of 17.21% of it due to inconsistencies in the registered information, which affected the outcome of all marketing actions. |
| We implemented 51 new descriptive features that significantly increased the knowledge of the linked individuals. |
| We identified areas with a high concentration of non-linked individuals who had a higher propensity for saving, allowing the entity's commercial area to carry out more efficient linking efforts. |
| By automating the Customer Journey Map of the linked individuals, we increased the number of campaigns conducted and optimized their management speed. |
| We excluded 11.70% of the customer portfolio from marketing management where there were no real possibilities for savings. |
Get to know us:
Because we believe in the democratization of knowledge and access to marketing solutions, we solve the business intelligence needs of all types of companies, regardless of their size, through the correct management of data, the use of marketing analytics and geomarketing. We are your strategic ally specialized in business intelligence tailored to your needs. We are GBA Smart Marketing®.
HIGHLIGHT: We were born in 2015 with the idea of revolutionizing the marketing world through Marketing as a Service (MaaS).
To start enjoying the fourth industrial revolution in a second, just contact us through our website www.gbalatam.com.
Our way of working is very simple, first we understand your strategic objectives to know why you do what you do. Then we analyze, together with your team, what inputs we have (people, data, tools, etc.) and we discuss how you do it and how you consider appropriate to do it. Finally, we propose you how to solve it by integrating what you already have and what GBA Smart Marketing® offers. Once we are in tune… we start solving it!
Do you dare to take the next step?
Solution: Campaign Optimization
Potential application industries: Retail, Insurance, Financial, Microfinance, Education.
Related services: Clean Data, GDPR, Social & Mobile, Customer Profiling, RFM, Socio-demographic and geographic segmentation.
Client:
A major reseller of a prestigious computer and Smartphone brand, with points of sale distributed in the main cities of the continent where it has served more than 700,000 customers over the last eight years.
The problem:
Our client aspired to know, in a comprehensive way, its consumers, in such a way that, with the good use of this information, it would be possible to increase loyalty, purchase and repurchase of its products. However, obtaining this data was not enough to meet the strategic objective and provide a positive and comprehensive experience throughout the «Customer Journey Map».
Similarly, it was important to increase the number of transactions, as well as the average ticket value of each transaction. We found that the knowledge of the end customer was scarce, so all campaigns were segmented in a traditional way with little and not very adequate data.
Likewise, it was important to increase the number of transactions, as well as the average ticket value of each transaction. We found that the knowledge of the end customer was scarce, so all campaigns were segmented in a traditional way with little and not very adequate data.
For this business challenge our purpose was to micro-segment, build very detailed profiles and know the motivators and aspirations of our client’s end consumers, that is to say: evolve to audiences.
GBA Smart Marketing® Solution: Social & Mobile Customer Profiling
Initially, we integrated all the data sources (online/offline) of our client, highlighting those where we had the billing information of the points of sale for the last five years, which totaled about 1,200,000 records. We then structured, cleaned and unified this data with several objectives in mind: the first was to find out how many unique customers we were really talking about (we managed to determine that there were about 470,000). Secondly, we sought to facilitate their consultation and increase the efficiency of their use.
The most powerful part of this solution was the integration of digital and social network information that we captured from our client’s digital assets, which allowed us to build micro-segments of which we knew their social networks, emails and interests in more than 300 categories, as well as the value of the follower for the brand, whether or not they were a customer, geolocations, tastes, among others. We were even able to identify, in the database, who were promotion hunters.
We built basic, transactional, educational and professional profiles that, integrated to the social score and the multi-brand dashboard, gave us the necessary knowledge to perform different analytical exercises such as cluster analysis, estimate the propensity to purchase two categories of products and segment them demographically and geographically, which made it easier for our client to determine the next six points of sale to be opened.
Thanks to the use of artificial intelligence, we reduced campaign execution times and the subsequent recalibration of analytical tools. The result of these analytical and data exercises was the detailed definition of at least 12 segments and, within these, three sub-segments that were described with more than 18 main attributes through «Social & Mobile Customer Profiling».
All this taking into account that the physical points of sale represented, for our client, its most important sales channel, but it was clear that the digital channel had enormous potential if we knew how to manage it.
Finally, with the previous inputs and a rigorous exercise, we diagnosed contactability potential and permissions corresponding to Law 1581 of 2012 (General Regime for the Protection of Personal Data) and Statutory Law 1266 of 2008 (HABEAS DATA).
Likewise, through a segmented channel strategy (Marketing Mix Optimization) focused on maximizing response and conversion, we were able to design and execute four campaigns during the first year.
The objectives of these campaigns were:
| Objectives: |
|---|
| Capture GDPR permissions. |
| Increase contactability. |
| Increase the number of customers with medium-high and high-high purchase propensity. |
| Increase the average ticket of current customers. |
| Convert followers into customers. |
| Identify prospects with high purchase potential. |
| The result: |
|---|
| We increased contactability via email by 21.14%, via mobile phone by 27.44%, and via physical address by 12.56%. |
| We identified 78,635 duplicate prospects in whom approximately 3.1% of the communication budget was being invested. |
| We identified and corrected 27.16% of the customer database, which had inconsistencies or outdated information registered, affecting the outcome of all marketing actions. |
| We increased the number of customers by 7.5%, up selling by 11.1%, and cross-selling by 9.70%. |
| Finally, we increased the average ticket by 3.4%, 7.2%, and 8.1% during the last three quarters, respectively. |
Get to know us:
Because we believe in the democratization of knowledge and access to marketing solutions, we solve the business intelligence needs of all types of companies, regardless of their size, through the correct management of data, the use of marketing analytics and geomarketing. We are your strategic ally specialized in business intelligence tailored to your needs. We are GBA Smart Marketing®.
HIGHLIGHT: We were born in 2015 with the idea of revolutionizing the marketing world through Marketing as a Service (MaaS).
To start enjoying the fourth industrial revolution in a second, just contact us through our website www.gbalatam.com.
Our way of working is very simple, first we understand your strategic objectives to know why you do what you do. Then we analyze, together with your team, what inputs we have (people, data, tools, etc.) and we discuss how you do it and how you consider appropriate to do it. Finally, we propose you how to solve it by integrating what you already have and what GBA Smart Marketing® offers. Once we are in tune… we start solving it!
Do you dare to take the next step?
Solution: Capture and management of GDPR* permissions.
*Colombia: Law 1581 of 2012 (General Regime for the Protection of Personal Data) and Statutory Law 1266 of 2008 (Habeas Data).
Potential industries of application: Utilities / Public Utilities Services
Related services: Clean Data, Geocoding, GDPR, Attribute Set, Sociodemographic and Geographic Segmentation, Multichannel, Diagnostic contactability.
Client:
One of the main electricity commercialization companies in Colombia.
The problem:
Our client, based on the need to initiate a deep digital transformation process, determined that they needed to have a single database that would consolidate the Billing, CRM, Collections, and S.A.C information of all their consumers. For our client, it was key that all this information be in a single data repository with a single structure and format, in such a way that it would allow practical access for the use of all areas of their organization. Furthermore, it should not only comply with data quality best practices, but also guarantee the existence, validity, consistency, completeness, accuracy and relevance of all the information contained.
Your current database had seven fields of information, but the new one should include fourteen fields that would allow you to contact your consumers through any communication channel, a first step to reach multichannel.
GBA Smart Marketing® Solution: Data Management
We built, for our client, a base in which we integrated all the data sources (online/offline) in which we suggested a new «Lay Out» composed of 14 fields of information that would not only improve the quality of the existing information, but also increase the knowledge of its end user.
After performing all the Smart Data processes of GBA Smart Marketing®, we applied information enrichment and complementation processes for all the empty information fields. For identity documents, we perform identity validation on natural and legal persons, guaranteeing the veracity and correspondence of each piece of information. By having a clean, complete and truthful database, we perform the enrichment of information respecting the Law 1581 of 2012 (General Regime of Personal Data Protection) and the Statutory Law 1266 of 2008 (HABEAS DATA).
Using transactional information of our client’s end user, and supported by GBA Smart Marketing®’s Attribute Set, we added to the database a segment brand by customer value (RFM) and a sociodemographic segment brand with more than 40 attributes, among which income, expenses, location and life cycle stood out. Once this stage was completed, we provided our client with a database that today feeds its CRM and maintains the quality of information, both current and new, of its current and potential consumers.
Finally, with a quality database, we diagnosed current vs. potential contactability; current vs. potential multichannel; and GDPR permissions.
Similarly, we planned campaigns to increase multichanneling, as well as to obtain and update the permissions of Law 1581 of 2012 (General Regime for the Protection of Personal Data) and Statutory Law 1266 of 2008 (HABEAS DATA) that would allow us, later on, to carry out all kinds of campaigns.
| The result: | Percentage |
|---|---|
| We found that 9.11% of the IDs (ID cards, tax IDs, national IDs) were inconsistent with the stored information. | 9.11% |
| We supplemented names and surnames for 63.44% of the records. | 63.44% |
| We detected incorrect emails in 13.44% of the records. | 13.44% |
| We corrected data in the fields of physical address, landline phone, and mobile phones for 91.22% of the database. | 91.22% |
| We discovered that 3.11% of the database consisted of deceased individuals. | 3.11% |
| We geocoded 95.66% of the records. | 95.66% |
| We added fields with social media information for 24.66% of the database. | 24.66% |
| We identified and corrected 18.76% of the records that were duplicated, resulting in a waste of 4.55% of the marketing budget, as well as significant brand damage for our client. | 18.76% |
Get to know us:
Because we believe in the democratization of knowledge and access to marketing solutions,
we solve the business intelligence needs of all types of companies, regardless of their size, through
the correct management of data, the use of marketing analytics and geomarketing.
geomarketing. We are your strategic ally specialized in business intelligence tailored to your needs.
your needs. We are GBA Smart Marketing®.
HIGHLIGHT: We were born in 2015 with the idea of revolutionizing the marketing world through Marketing as a Service
through Marketing as a Service (MaaS).
To start enjoying the fourth industrial revolution in a second, you only need to
contact us through our website www.gbalatam.com.
Our way of working is very simple, first we understand your strategic objectives to know why you do what you do.
to know why you do what you do. Then we analyze, together with your team, what inputs we have (people, data, tools, etc.).
(people, data, tools, etc.) and we discuss how you do it and how you consider appropriate to do it. Finally, we
We propose you how to solve it by integrating what you already have and what GBA Smart Marketing® offers. Once we are in
in tune… we start solving it!
Do you dare to take the next step?
Solution: Increase customer awareness
Potential industries of application: Real Estate, Retail, Telecommunications, Consumer, Mass
Mass Market
Related services: Attribute Set, Geocoding, Lookalike Audiences, Exploratory Data Analysis, Prospecting
Exploratory data analysis, Prospecting analysis, Coverage analysis, Competitive analysis.
The client:
An economic group whose most important businesses include real estate and the construction of shopping centers.
construction of shopping centers.
The problem:
Our client presented us with a rather depressed geographic area of a major city with serious problems of mobility, security
city with serious problems of mobility, security and public space, where he wanted to build a shopping center.
mall. In order to carry out his plans, he needed to know what was the right offer for the different categories of products and services at different times of the year.
categories of products and services at different points in time from 2018 to 2030. The complexity
The complexity lay in the fact that, due to the infrastructure works of the regional government and the P.O.T (Plan de Ordenamiento
the area would go from being the last in terms of potential consumption to becoming one of the most iconic and emblematic places in the city.
iconic and emblematic places of the city in the next 20 years. In addition to being the most interesting from the point of view of consumption potential.
consumption potential point of view.
Some of the questions our client wanted us to help them answer were:
how many stores should be opened, what categories, what brands, how would we demonstrate to these brands the evolution of the area so that they would be interested in the area?
How would we demonstrate to those brands the evolution of the area so that they would be interested in the mall? How many potential customers would we have for each and every store?
How would we be impacted by the current shopping centers in the city? How would we transform the area?
How would the commercial areas surrounding the mall be transformed? Among many others.
GBA Smart Solution
Marketing®: Multivariate Study
In order to respond to this imposing business challenge, we considered that the solution was to get to know the
the consumer in the area at different moments in time and from different dimensions of information.
the main macroeconomic data for the area, the city and the region for the years 2020, 2025 and 2030.
2020, 2025 and 2030. We then conducted different sociodemographic analyses to understand how the population and its age composition and
population and its age and gender composition over time.
over time. We also analyzed the consumption behavior of each and every one of the categories and compared it with the supply and demand.
categories and compared it with the commercial offer of the city.
We incorporated public transportation and its evolution into the analysis, as well as the current and future coverage of the road infrastructure
and future coverage of road infrastructure, extensions and public transport stations, as well as pedestrian and vehicular traffic in the city.
pedestrian and vehicular traffic in the city and three nearby municipalities from where more than 600,000 people arrive daily for different reasons (work, study, school, etc.).
600,000 people daily for different reasons (work, students, etc.).
With these inputs we were able to construct isochrons at different times of the day for the years mentioned above, which allowed us to understand the
This allowed us to understand the changes in the service area of the future shopping center. We also considered of great value to characterize the
We also considered of great value to characterize the floating population arriving to the city for tourism and labor reasons, not only from the nearby
not only from nearby municipalities, but also from other cities in the country and even from other countries.
We also incorporated business information to see the impact of business populations on current and future consumption in the area.
Finally, using the GBA Smart Marketing® Smart Analytics suite of solutions, we segmented the population into eight groups, each of them made up of four sub-segments,
we segmented the population into eight groups, each of them made up of four sub-segments. Based on this knowledge, we determined the ideal offer by categories, each one with up to three brand options that matched the consumption habits of each group.
| The result: |
|---|
| With the segmentation of GBA Smart Marketing® consumers, our client established a synthetic reading key of sociodemographic and behavioral profiles of households, income, and consumption categories. |
| The analysis of the service area, competitors, and POIs (Points of interest) allowed us to identify which categories had higher demand and which did not. |
| The changes in the service area, based on the evolution of the road infrastructure and security conditions, allowed us to assess the size of the target population at each point in time. |
Get to know us:
Because we believe in the democratization of knowledge and access to marketing solutions, we solve the business intelligence needs of all types of companies, regardless of their size, through the correct management of data, the use of marketing analytics and geomarketing. We are your strategic ally specialized in business intelligence tailored to your needs. We are GBA Smart Marketing®.
HIGHLIGHT: We were born in 2015 with the idea of revolutionizing the marketing world through Marketing as a Service (MaaS).
To start enjoying the fourth industrial revolution in a second, just contact us through our website www.gbalatam.com.
Our way of working is very simple, first we understand your strategic objectives to know why you do what you do. Then we analyze, together with your team, what inputs we have (people, data, tools, etc.) and we discuss how you do it and how you consider appropriate to do it. Finally, we propose you how to solve it by integrating what you already have and what GBA Smart Marketing® offers. Once we are in tune… we start solving it!
Do you dare to take the next step?
Solution: Increase CLV (Customer Lifetime Valeu)
Potential industries of application: Financial, Microfinance, Retail
Related services: CLV model, RFM analysis, Revenue estimator, Response analysis, Campaign analysis, Coverage analysis, Profiling.
Client:
A well-known retail company with large surfaces within which it markets all kinds of products, from textiles to home and household appliances, among others. With presence in different countries in Latin America.
The problem:
Within a sample of 10% of the consumer portfolio selected by our client, four types of consumers were identified: 1. Those who were inactive for more than six months; 2. Those who presented a very sporadic and low ticket transactional behavior, with purchases between three and six months; 3. A third group with high transactional behavior from the point of view of ticket value and with purchases between one and three months; 4. the highest value group, which included customers with at least one purchase per month in the last six months with medium and high ticket values.
The business challenge posed by the client was to conduct campaigns through three channels (cell phone, email and physical mail) that would increase the transaction value, recency and frequency of transactions in each of the groups.
GBA Smart Marketing® Solution: Campaign Optimization, RFM Analysis, CLTV Model, Revenue Estimator, Coverage Analysis, Multichannel.
Initially, we gathered all the transactional information of the four groups of customers for the last 24 months, understanding their consumption categories, points of sale where they made purchases, payment method and, of course, the details of the products purchased.
We performed analyses that allowed us to understand the correlation of the points of sale with the places where the consumers lived, we analyzed the correlation between the campaigns to which these consumers were exposed during this period of time and their actual purchases for each of the categories and PLU’s. We also studied the correlation between the campaigns to which these consumers were exposed during this period of time and their actual purchases for each of the categories and PLU’s. Likewise, we studied the response and defined the «Best Time to Contact» for each one in order to differentiate the results from the contactability and response of the campaigns, and from the actual conversion of the purchases actually obtained.
With the Attribute Set of GBA Smart Marketing®, and information from our client, we built a CLV model that contributed, among other things, to the prioritization of each of the consumers according to their segment, the budget that was worth investing in each of them, identifying those consumers with high potential and optimizing the budget by calculating the ROI of each of the campaigns we managed (the same that were analyzed from four dimensions: Point of Sale, Product Category, RFM and Consumer Segment).
The integral solution also incorporated Social & Mobile Data of the target we were aiming at, allowing us to group them in a wide range of very precise data that allowed us to subsegment all consumers by their tastes in more than 300 categories, student and work profiles and geolocations.
| The result |
|---|
| We built a solution that allowed having, in one place, the complete and necessary information to plan a successful campaign. |
| We enabled the measurement of the ROI of each campaign just hours after its execution. |
| We optimized the communication budget by generating fewer contacts with higher effectiveness. |
| We increased the recency globally in all four groups by 8.76%. |
| The frequency increased, on average for the four groups, by 0.65 monthly transactions per consumer. |
| The average ticket of the four groups increased by 11.54%. |
| The ROI of the solution, at the end of the project, was 21.98% higher than the client's historical ROI. |
Get to know us:
Because we believe in the democratization of knowledge and access to marketing solutions, we solve the business intelligence needs of all types of companies, regardless of their size, through the correct management of data, the use of marketing analytics and geomarketing. We are your strategic ally specialized in business intelligence tailored to your needs. We are GBA Smart Marketing®.
HIGHLIGHT: We were born in 2015 with the idea of revolutionizing the marketing world through Marketing as a Service (MaaS).
To start enjoying the fourth industrial revolution in a second, just contact us through our website www.gbalatam.com.
Our way of working is very simple, first we understand your strategic objectives to know why you do what you do. Then we analyze, together with your team, what inputs we have (people, data, tools, etc.) and we discuss how you do it and how you consider appropriate to do it. Finally, we propose you how to solve it by integrating what you already have and what GBA Smart Marketing® offers. Once we are in tune… we start solving it!
Do you dare to take the next step?
Solution: Geointelligence Study
Potential application industries: Retail, Marketing Agencies, Insurance.
Related services: Geocoding, Site Location, Site Selection, Coverage Analysis, Competitive Analysis, Prospecting Analysis, Segmentation, RFM, Cluster Analysis.
Our client:
Founded in 1962, our client is the leading independent distributor of automotive and heavy duty parts. It has more than 1,500 employees and is the second largest company in its field in terms of turnover in Colombia. The group is also present in other Latin American countries through its subsidiaries. Parallel to its distribution activities, it is the number one in automotive repair through its brands, as well as independent repair brands for cargo vehicles and with its mechanical workshops and cargo distributors.
The problem:
With more than 500 points of sale and 1,700 mechanics, the group, eager to expand and optimize its networks, launched a call for tenders in 2015 for various Geomarketing studies in order to establish a proximity balance of its subsidiaries, as well as the implementation of its CTA’s (Automotive Technical Center) in Colombia.
First of all, the client wanted to evaluate the density of the national coverage of its subsidiaries and then, in a second stage, to define and determine the areas not covered or white zones. We also had to identify the priority zones for deployment in order to enable an operation consisting of determining a group of people to be constituted from users or prospects, which would be defined according to specific criteria. The selection criteria could be a type of segmentation, purchasing behavior, socio-demographic criteria, etc.
In addition, within the framework of this project, these studies, together with their results, had to be delivered quickly so that the group could implement the recommendations as of the last quarter of the year.
GBA Smart Marketing® Solution: Geomarketing Study
In order to meet the proposed objectives, we carried out two studies: the first one dealt with the subsidiaries, in which a precise analysis of the territory had to be made. The second, carried out only for the CTA’s (Automotive Technical Center), was to map them while highlighting both their positive and negative aspects from the transactional, customer service and CTA area points of view, among others.
These two studies established, for each of the subsidiaries, a theoretical network that optimized the coverage of the country and included a list of prospects that could potentially be gathered by the group’s different subsidiaries.
With the short deadlines set by the group, the results were to be known by the end of September in order to deploy the commercial strategy and the subsidiaries for the last quarter of the year.
| The result |
|---|
| We suggested the opening of 64 new CTAs (Call-to-Actions), as well as the relocation of 41 existing CTAs. |
| We increased the hiring of advertising billboards by more than 20% for the corresponding ones affected by the project, serving as promotion for the new CTAs. |
| We suggested modifying the service offering for 61 CTAs based on target characterization, as well as expanding customer service areas in 23 CTAs. |
| We detailed all the areas of opportunity and saturation nationwide, thanks to precise cartography not only of our client's CTAs but also of their closest competitor. |
Get to know us:
Because we believe in the democratization of knowledge and access to marketing solutions, we solve the business intelligence needs of all types of companies, regardless of their size, through the correct management of data, the use of marketing analytics and geomarketing. We are your strategic ally specialized in business intelligence tailored to your needs. We are GBA Smart Marketing®.
HIGHLIGHT: We were born in 2015 with the idea of revolutionizing the marketing world through Marketing as a Service (MaaS).
To start enjoying the fourth industrial revolution in a second, just contact us through our website www.gbalatam.com.
Our way of working is very simple, first we understand your strategic objectives to know why you do what you do. Then we analyze, together with your team, what inputs we have (people, data, tools, etc.) and we discuss how you do it and how you consider appropriate to do it. Finally, we propose you how to solve it by integrating what you already have and what GBA Smart Marketing® offers. Once we are in tune… we start solving it!
Do you dare to take the next step?
Solution: Data Management
Potential application industries: Banking, Retail, Microfinance.
Related services: clean data, propensity modeling, GDPR, response analytics.
Client:
One of the most important companies in the Banking & Retail segment in Latin America, has a broad positioning in at least three countries in the region.
The problem:
During the last 10 years our client has been one of the largest credit card placers through retail in Latin America thanks to the fact that it has a network of points of sale that allows it to increase, in a sustained manner, capillarity in the areas where it has a presence.
Although this situation was very profitable, its initial success made it difficult for it to find new clients through conventional strategies. In addition, the constant changes in
In addition, constant changes in personal data protection legislation in the countries he wanted to focus on made it more complex to contact potential customers.
Its own sales channels, and those of third parties, were faced with a smaller and smaller database of prospects to manage. In some cases, they had even contacted the same person more than three times in the last 12 months, which was highly risky for the brand’s reputation.
It was necessary, then, to contact about five million people in the next 24 months. All of them rated positively from a «credit risk» point of view, but not all of them necessarily wanted one more credit card in their portfolio.
An additional barrier was not having up-to-date contact data and GDPR (data protection law permissions).
GBA Smart Marketing® solution:
We built, for our client, a DATAMART specifically to solve their contactability business challenge in which we integrated all possible sources of data capture (online/offline). We then structured, debugged and eliminated duplicates of this data, thus understanding which prospects we had updated contact data and permissions, where this data came from, where we could capture it if it did not exist and through which channel was more appropriate to communicate with each customer.
Once we concluded this stage, we carried out different analytical exercises, among which Cluster Analysis, propensity modeling, demographic segmentation and housefile model for current users stood out. The use of artificial intelligence reduced the execution times of the campaigns and the subsequent recalibration of the analytical tools.
The result of these analytical and data exercises was the detailed definition of 16 segments, within which we included six sub-segments described with about six main and discriminating attributes through «Customer Profile».
All this taking into account the physical points of sale, since they represented, for our client, its most important sales channel and the best place to carry out the early activation of the product once accepted by the consumer.
Finally, with these inputs, and a rigorous exercise where we diagnosed, among others, the potential for contactability, the permissions of personal data protection law and a segmented channel strategy, we designed and planned three campaigns with the following objectives:
| Objectives: |
|---|
| Capture data protection law permissions and update contact information through different channels, but only for consumers with a propensity to accept the "medium" and "medium-high" products (while also meeting the credit risk area criteria). |
| Increase contactability and multichannel capabilities for those prospects for whom we already had GDPR permissions and who should receive an offer for a line of credit and special interest rate, as they had two, three, and four credit cards with other financial institutions. |
| Increase the number of clients with a medium-high and high-high propensity to accept the product, with the difference that we used four communication channels, of which only one was the traditional Contact Center where a highly personalized speech was implemented regarding the line of credit, interest rate, and promotions for activating the interest categories. |
| The result: | Percentages |
|---|---|
| We increased contactability by email by 7.01%, by mobile phone by 4.12%, and by physical address by 11.23%. | 7.01% |
| We found 91,332 duplicate prospects in whom around 4.1% of the budget was being invested. | 4.1% |
| We determined that 33.11% of the prospects database had inconsistencies, outdated information, and irrelevant recorded data. | 33.11% |
| We increased the number of prospects accepting the product by 12.1%, 8.7%, and 9.3% in the last three periods. | 12.1% |
| We increased the use of the card leveraging the methodology known as "harvest analysis" for the last three periods. | 3.1%, 4.2%, 6.3% |
| We increased early activation for the last three periods by 2.7%, 4.2%, and 6.3%, respectively. | 2.7%, 4.2%, 6.3% |
Get to know us:
Because we believe in the democratization of knowledge and access to marketing solutions, we solve the business intelligence needs of all types of companies, regardless of their size, through the correct management of data, the use of marketing analytics and geomarketing. We are your strategic ally specialized in business intelligence tailored to your needs. We are GBA Smart Marketing®.
HIGHLIGHT: We were born in 2015 with the idea of revolutionizing the marketing world through Marketing as a Service (MaaS).
To start enjoying the fourth industrial revolution in a second, just contact us through our website www.gbalatam.com.
Our way of working is very simple, first we understand your strategic objectives to know why you do what you do. Then we analyze, together with your team, what inputs we have (people, data, tools, etc.) and we discuss how you do it and how you consider appropriate to do it. Finally, we propose you how to solve it by integrating what you already have and what GBA Smart Marketing® offers. Once we are in tune… we start solving it!
Do you dare to take the next step?
Solution: Acquire New Customers / Lookalike Audiences / Profile Cloning
Potential application industries: All
Related Services: Geocoding, Clean Data, Attribute Set, Multichannel, GDPR, Digital & Social Data, RFM Analysis, Logistic Regression Modeling, Sociodemographic and Geographic Segmentation.
Client:
An entity with presence in different countries in the region that offers to the market normal medicine plans (EPS) and medicine plans with premium service (PREPAGADA). The target group and with which the LOOKALIKE AUDIENCES solution was developed corresponds to the second one (Prepaid Medicine).
The problem:
Our client has a traditional commercial model, in which the dependence on the commercial teams is high since the way to link new affiliates to their prepaid medicine plans (PARETTO plans between USD$ 80 /MONTH AND USD$ 400/MONTH) is done, mainly, through referrals that come from the same companies where the current affiliates work today.
Contact center campaigns were eliminated from the commercial plan as they were not 100% compliant with the personal data protection policy.
Generating leads through our client’s digital assets, which averaged 240 leads per month, was a very costly management and with not very good results, since the lead to customer conversion rate was below 1.03%.
Our client’s request was to generate super-qualified leads, which could be managed within the legal framework of personal data protection in each country, assign them automatically to the sales team and analyze, month by month, the quality of the leads and their conversion to customers.
GBA Smart Marketing® Solution: LOOKALIKE AUDIENCES
This solution is ideal for situations where our clients do not have campaign returns, as it allows the development of response models to identify prospects with a profile that more closely resembles the audience of interest.
In this case, we develop logistic regression models using the R language. Logistic regression is one of the most well-known and widely used techniques for modeling a categorical response variable as a function of continuous or categorical predictor variables. It is part of the generalized linear models introduced by (McCullagh & Nelder, 1989) and is applied in fields as diverse as epidemiology, ecology and sociology or in the banking and insurance sectors.
We started working with the historical information (last 24 months) of our client in terms of leads, withdrawals, managed in campaigns with positive response (new leads) and managed in campaigns with negative response (qualified leads that did not end up closing sales). We also used the GBA Smart Marketing® Attribute Set, campaign response analysis, contactability and multichannel analysis, as well as a review of the quantity and quality of personal data permissions we had.
With this information we conducted an exploratory data analysis that allowed us to advance in the construction of the response models, which allowed us to identify the profiles with the highest and most positive response.
At the same time, with the personal information, we carried out a CLEAN DATA process that considerably reduced the volume of the database because we found people who repeated themselves several times, erroneous or outdated contact data and even non-existent e-mail addresses, to mention a few cases.
We analyzed each of the campaigns of the last 24 months from two dimensions: the capacity and channels through which we were able to manage each record, and the reading of that message in that time and channel.
We performed an attribute enrichment, mainly digital, to the mentioned profiles. This allowed us to plan a strategy with different campaigns, messages, channels and moments in time for each of the identified profiles.
With the positive and negative results of the campaigns, as well as the identification of the profiles of interest and those that were not of interest due to their low probability of positive response, we performed a geospatial analysis that allowed us to «rank» the sales territories predefined by our client from the one with the highest potential to the one with the lowest potential.
| Result |
|---|
| The conversion of leads from digital assets to customers increased from 1.03% to 7.28%. |
| We managed to identify 6 well-defined characteristics of individuals who, despite becoming customers, later disassociated from the entity due to exogenous reasons. |
| We identified 9 different profiles of potential customers with a likelihood of accepting enrollment in one of the prepaid medical plans, all with medium, medium-high, and high probabilities. |
| We suggested redirecting our client's current channel investment, resulting in a 12.33% increase in message effectiveness and readability. |
| By improving the quality of management data, we reduced the number of interactions across three channels, achieving significant cost savings and protecting the brand's reputation. |
| We identified that at least 19.22% of the overall database did not have proper data protection permissions. |
| We found that we couldn't talk about multichannel or omnichannel since out of the 72.11% of records in the databases, only one physical address and one mobile phone number were available. |
| We balanced the 32 commercial territories, providing the sales team with new sales areas with similar potential. |
Get to know us:
Because we believe in the democratization of knowledge and access to marketing solutions, we solve the business intelligence needs of all types of companies, regardless of their size, through the correct management of data, the use of marketing analytics and geomarketing. We are your strategic ally specialized in business intelligence tailored to your needs. We are GBA Smart Marketing®.
HIGHLIGHT: We were born in 2015 with the idea of revolutionizing the marketing world through Marketing as a Service (MaaS).
To start enjoying the fourth industrial revolution in a second, just contact us through our website www.gbalatam.com.
Our way of working is very simple, first we understand your strategic objectives to know why you do what you do. Then we analyze, together with your team, what inputs we have (people, data, tools, etc.) and we discuss how you do it and how you consider appropriate to do it. Finally, we propose you how to solve it by integrating what you already have and what GBA Smart Marketing® offers. Once we are in tune… we start solving it!
Do you dare to take the next step?
Solution: Contact Channel Optimization.
Potential application industries: All
Related services: clean data, GDPR, response analytics, campaign analytics, contactability diagnostics.
Client:
A major microfinance institution, with more than 500,000 current customers, manages nearly 300,000 prospects monthly with the objective of placing free investment credit and working capital products.
The problem:
Our client, on a monthly basis and based on its own rules corresponding to credit risk, as well as those of the regulator, analyzes millions of people to identify close to 300,000 potential borrowers of credit products (free investment and working capital). Each of them meets the criteria of payment capacity and credit risk score, among others. These potential borrowers are managed by its sales team at the national level in all commercial territories.
Our client presented us with two business challenges: the first was to contact more than 29.33% of these 300,000 people, since the remaining 70.66% could not be contacted; the second consisted of converting this 29.33% to more than 17% by placing one or more of their credit products.
GBA Smart Marketing® Solution: Social & Mobile Customer Profiling
GBA Smart Marketing®’s Marketing Analytics & Smart Contact team defined two simultaneous work plans: the first one consisted in analyzing how to increase contactability in the 70% that today could not be reached. The second was to understand how to increase customer conversion to more than 17% since, according to these figures, about 83% of those contacted did not take the product even though, apparently, they qualified.
For the first challenge (increasing contactability) we carried out a CLEAN DATA work by GBA Smart Marketing® analyzing 100% of the population evaluated by the client in the last six months. This database changed from month to month and, although it pre-selected 300,000 prospects on average, they were not the same individuals. By integrating these databases, we concluded that we were talking about nearly 500,000 unique potential customers, on which we normalized, complemented and geocoded their updated physical address, successfully processing 72.81%.
With this geocoded information, and integrating information from the GBA Smart Marketing® Attribute Set, we grouped these 500,000 individuals in at least 7 segments and 21 sub-segments, which allowed us to know them in an integral way. With this input we planned a differentiated contact strategy for each group, achieving two major advances: the first is that we began to capture information from super-qualified leads in our client’s digital assets, which corresponded to the interest groups when designing appropriate campaigns, and, on the other hand, we went from managing no longer 29.33% but 72.81% of those pre-selected.
Once we were able to contact them based on an updated physical address, in the commercial interview we used Smart Contact technology by GBA Smart Marketing® in order to receive the updated data protection permissions, cell phones, and current e-mails of these potential clients.
Although we had made significant progress, we still had to solve a more important challenge, which was wearing out the brand, the channel and the sales team, and saturating pre-qualified prospects with the same offer to which they had already responded negatively at least a couple of times.
With historical information on the results of the campaigns to those effectively contacted in the last twelve months, and incorporating to the analysis the segments built in the first challenge and the construction of a propensity score that took about three months to develop (record time), we were able to group the potential customers into 14 groups, integrating the score score and the attributes of the predefined segments (group number one being the one with the lowest propensity with the lowest Lift to accept the product and group number 14 the one with the highest propensity to accept the product and the highest Lift, almost four times higher than the average of 100% of the analyzed population).
Finally, with the previous inputs and a rigorous exercise, we diagnosed contactability potential and permissions corresponding to the Personal Data Protection Law, and executed the campaigns only in the best 6 groups with the highest Lift of the 14 defined.
| Result |
|---|
| We increased email contactability to 29.33% and physical address contactability to 32.71%. |
| We increased the number of contact details per person from 0.74 to 2.11. |
| We reduced the commercial cost of managing 29.33% of the potential customer base to 16.22% by managing only six groups that met the placement target. |
| For individuals for whom it was possible to calculate the propensity score and place them in one of the 14 segments, we were able to increase placements from 17% to 42%, improving commercial effectiveness by over 247%. |
Get to know us:
Because we believe in the democratization of knowledge and access to marketing solutions, we solve the business intelligence needs of all types of companies, regardless of their size, through the correct management of data, the use of marketing analytics and geomarketing. We are your strategic ally specialized in business intelligence tailored to your needs. We are GBA Smart Marketing®.
HIGHLIGHT: We were born in 2015 with the idea of revolutionizing the marketing world through Marketing as a Service (MaaS).
To start enjoying the fourth industrial revolution in a second, just contact us through our website www.gbalatam.com.
Our way of working is very simple, first we understand your strategic objectives to know why you do what you do. Then we analyze, together with your team, what inputs we have (people, data, tools, etc.) and we discuss how you do it and how you consider appropriate to do it. Finally, we propose you how to solve it by integrating what you already have and what GBA Smart Marketing® offers. Once we are in tune… we start solving it!
Do you dare to take the next step?