Business Challenge
Effective implementation of targeted marketing. The client wanted to improve the effectiveness of its targeted marketing efforts by developing an understanding of the customer segments.
Situation
The client was facing challenges in making the maximum use of sales data and deriving insights on customer profile, in order to develop strategies to improve sales productivity.
Lack of in-depth insights from sales data
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Solution/Approach
Sales data analysis solution to understand customer behavior and trends
We deployed data analytics techniques to conduct in-depth assessment of the sales data and develop customer segmentation by means of products, customers, brands and SKUs. The segmented data was further analyzed to derive insights on sales trends and customer behavior. We also helped the client in developing key performance indicators for effective measurement of sales productivity.
Impact
Improved sales productivity through targeted marketing
Based on the trends at an individual product, customer, brand and SKU levels, the client was able to develop clear understanding of the customer segmentation. Based on this, they improved on the marketing efforts at an individual segment level resulting in better sales productivity.
