Customer Intelligence Analytics are driving integrated multi-channel retail marketing
The time U.S. consumers spend shopping on the web or via mobile applications
increased nearly 90 percent in the last year. Fueled by steady growth in e-commerce,
mobile applications, social networking sites and new on-line retail models,
today's retail market offers consumers more ways than ever to shop. The
proliferation of retail channels - combined with today's newly
empowered retail shopper - have made it both more important and dramatically
harder for retailers to understand who their customers are and how they interact
with their brands.
To effectively deliver on a cross-channel brand experience and optimize customer
loyalty and satisfaction, retailers need to understand their customers'
behavior throughout the shopping lifecycle - from awareness and browsing
through purchase, receipt and use - and across all channels. By translating
that omni-channel understanding into customer intelligence using customer behavioral
analytics, retailers can create insights to drive customer-based decision making
across their organization. From supply chain and merchandising to marketing
and store operations, these omni-channel customer analytics can help retailers
optimize their value proposition to more perfectly match each customer's
individual needs.
The Customer Intelligence Appliance is a combined solution from IBM Netezza
and Aginity which provides retail marketers with business intelligence and analytic
reports on customer behavior. It combines decades of customer data integration,
segmentation and analytic expertise with the power and simplicity of the industry's
leading analytic appliance. It also spans all of a retailer's channels
and customer touch points in a single integrated analytic reporting environment.
By leveraging pre-developed, proven, industry best-practice solution components
and appliance technology from IBM and Aginity, the Customer Intelligence Appliance
can be deployed in as little as three months. It dramatically accelerates a
retailer's roadmap toward expanded customer understanding and truly customer-driven
business operations and decision making.
The CIA lets retailers gain a holistic view of their customers to answers business
questions such as:
- Customers: Who are my customers and what are the ways
they interact with me?
- Channels: How do my customers behave across a growing number
of channels? Should I track customers at the household, individual, digital
persona or touch-point level?
- Responses: What is the propensity for my customers to respond
across channels and product categories? How can I use that knowledge to interact
real-time?
- Behavioral Segmentation: What are the action-driven behavioral
attributes of my customers that best cluster them into segments? How can I
use that insight to manage my business in an adaptable manner as my customers
evolve?
- Marketing Strategy: What is the effectiveness of my current
marketing strategy? How can I optimize my investment approach?
- Marketing Execution: Who is in the market at a given time,
what are they looking for, what should I communicate with them, and what is
the right positioning strategy for them?
