Too common is the company that takes the easy way out when it comes to marketing; many an executive considers job well done when a focus group is conducted, a product launched, then a television commercial put into rotation.
 

Such a classic approach to marketing leaves way too much on the table in terms of revenue, failing to capitalize on a great deal of potential lying within the existing and potential customer base; significant additional revenues can be realized via utilization of targeted acquisition, cross & up-sell, basket-size expansion, share-of-wallet capture, or retention efforts.
 
With our marketing-related service offerings, we help companies capture maximum value from their customers. At its core is our commitment to helping companies make a radical leap across the chasm, driving a shift from above-the-line marketing to below-the-line marketing, from gut-feel based decision making to data-driven decision making.
Customer Specific Cross-Sell & Up-Sell Planning (Next Best Activity)
A solution that allows for one-to-one sales strategies to be designed, optimizing sales practices to ensure the right customer is targeted with the right offer at the right time.
Real-Time Sales & Churn Action Modeling
A model that allows for actions to be taken on an hourly, rather than monthly (as is the case with most data mining models) basis around driving up sales as well as preventing customer churn.
Potential Predictor (Share-of-Wallet Estimation)
A solution that allows companies to understand on a customer-by-customer level the revenues they are giving to competitors or to substitute products, to then allow for extremely targeted marketing to drive up revenues.
Accelerated Churn Prediction
A comprehensive bundle of industry-specific churn prediction solutions that collectively ensure companies are maximizing their likelihood of predicting and thus driving down customer-level churn.
Actionable Behavioral Micro-Segmentation
A novel method of segmenting customers on a behavioral micro-level, going far beyond classic macro customer segmentation, allowing for tactical actions to be taken on the customer base to drive results around a variety of objectives.
Customer Relational Analysis (Social Ripple Analysis)
A groundbreaking analytical solution that identifies the relationships between consumers, allowing for various marketing actions to be taken around driving up acquisition, driving up cross and up-sales effort success rates, and driving down customer churn.
Conducting Cards-Related Consumer Segmentation

For a leading Central Asian bank, we conducted a comprehensive cards-based consumer segmentation effort, in order for the company to bolster its performance in this area where it lags in its market.

Designing a Shopper Segmentation Model

For one of Turkey's largest e-commerce retailers, we conducted the company's first ever customer segmentation effort, both on a macro and micro scale. The segmentation is being used to drive extensive changes within the company around its marketing efforts.

Designing a Driver Lifetime Value Model

For one of Turkey's largest automobile companies, we designed a lifetime value model, which estimated the potential lying over the coming years with existing customers in terms of revenue that can be expected; this allowed the company to then pursue those customers where potential value was significant.

Designing a Service-Related Churn Prediction Model

For one of Turkey's largest automobile companies, we designed a churn prediction model that predicted the likelihood of existing customers not bringing in their cars for service - this in turn was used by dealers to proactively pursue those customers who were expected to not come in for service visits.

Developing a Sales Lead Generation Program

For one of Turkey's largest automobile companies, we designed a proactive sales lead generation program that focused on driving dealers to pursue existing customers with repeat car sales, based on the next car they would likely to be purchase, ensuring dealers were interjecting at the right time with customers before their repurchase cycle commenced.

Designing a Cards Cross-Sales Propensity Model

For one of Eastern Europe's largest banks, we designed a credit card cross-sales propensity model, which identified the likelihood of existing banking customers accepting credit card offers; the model allowed the bank to conducted very targeted marketing practices, rather than trying to sell to the entire mass of customers.

Enabling Campaign Management Practices

For one of Turkey's largest public banks, we designed the credit card unit's campaign management operations, with a particular focus on enabling below-the-line marketing activities. Focus areas included process design, organizational design, roles and responsibilities design, etc.

Designing a Merchant POS Churn Prediction Model

For one of Turkey's largest private banks, we designed a merchant POS churn prediction model, as well as conducted a merchant POS segmentation, with micro segment definition as well as the design of segment-specific strategies for more effectively managing the bank's more than 300,000 merchant clients.

Guiding Customer Value Management Practices

For one of the MENA region's largest quadruple players, we have been supporting on an on-going basis the customer value management efforts of the company, by conducting ad-hoc analysis, identifying opportunities and threats, enhancing models, etc.

Designing Comprehensive Set of Marketing Analytical Models

For one the MENA region's largest quadruple players, we designed over 50 various marketing analytics models, building up the company's customer value management operations in the process, enabling below-the-line marketing activities to take place for the first time - models include customer segmentation, customer retention, social network analysis, next best activity, demand stimulation, roamer segmentation, competitor segmentation, etc.

Designing a Cards Churn Prediction Model

For one of the EMEA region's most recognized and lauded banks, we designed the company's cards churn prediction model, as well as relevant strategies and tactics for driving down attrition rates.

Conducting Payment and Profitability-Related Consumer Segmentation

For one of the largest financial services providers in Central and Eastern Europe, we conducted a customer segmentation effort around its cardholder base, complemented with a profitability analysis to determine ideal consumer behaviors around cards and payments; this was complemented with a strategic design of tactics for migrating consumer segments to make payments in optimal manners.

Conducting Cards-Related Consumer Segmentation

For a leading Central Asian bank, we conducted a comprehensive cards-based consumer segmentation effort; the company was thanks to this effort able to identify the gaps and lack of offerings for various critical consumer segments, which in turn led to the design and launch of new products and services.

Designing a New Credit Card Offering

For a leading Central Asian bank, we designed a new credit card offering, aligned with the bank's consumer base, tapping into unrealized potential and consumer segments, complementing existing card offerings.

Enhancing Proactive Card Sales Performance

For a leading Central Asian bank, we designed a credit card propensity model, which allowed the company to determine which customers to focus its sales-related efforts on, based on the potential to accept an offer, as well as potential future value.

Uplifting Credit Card Sales Performance

For the largest bank in a Central Asian country, we designed a model that allowed the company to determine which of its customers to target with credit card-related offers, based on propensity to accept offers as well as financial potential.

Designing a Discriminatory Pricing Practice

For one of Turkey's largest e-commerce companies, we designed a discriminatory pricing model, allowing for customized below-the line one-to-one pricing to be utilized in ensuring revenues were being maximized.

Designing a Multi-Channel Commercial Strategy Roadmap

For one of Turkey's largest e-commerce companies, we designed a commercial strategy roadmap for helping the company capitalize on opportunities in the marketplace, taking the company beyond its virtual presence to drive revenues in alternative channels as well.

Evaluating the Feasibility Around the Launching of a Loyalty Program

For one of Central Asia's largest mobile operators, we conducted a detailed workshop around loyalty programs, helping the company assess and make a decision around the need for the launch of a full-scale loyalty program - the decision was made in the session to delay the launch.

Enabling Churn Reduction & Sales Uplift Efforts

For one of the largest incumbent operators in the MENA region that was facing significant revenue pressure, we designed cross-sales, up-sales, and retention models. All models are currently being actively used by the company to proactively and reactively drive revenue growth and retention.

Targeted Roamer Marketing – Maximizing Inbound Roamer Revenues
While inbound roaming is a lucrative business for operators in specific countries, too common is the company relying on old-school practices to market it, focusing only on mass outreach and non-customized value propositions. Operators wanting to retain and grow roaming revenues need to start tapping into targeted marketing practices before their competitors do…
Loyalty Programs Gone Right – Constructing the Utopian Loyalty Program
As a follow-up to a prior article around loyalty programs gone wrong, herein we define what a utopian loyalty program would like (one which not only satisfies members, but more importantly, has a positive impact on the bottom-line), while highlighting some best-in-class programs that have got it somewhat right…
SNA’s Failures Revealed – Getting it Right With Social Ripple Analysis
If you are using one of the market leader Social Network Analysis (SNA) tools, it is very likely that you are not seeing the forest for the trees. While SNA is an effective tool for identifying subscribers who are social leaders and followers, using it for churn prediction and propensity modeling can be dead wrong. As Forte, we recommend all operators take a leap towards using Social Ripple Analysis (SRA)…
Maximizing ROI Through Customer-Level Discriminatory Pricing
While campaigns are a must for companies in B2C sectors seeking to drive up revenues, they also have an adverse affect on the bottom line, in that they partially cannibalize already guaranteed revenues (thus driving down profit margins). Price Sensitivity Analysis (PSA) is a sure-fire way to minimalize this loss…
Social Media Strategies – Twitter Follower Relationship Management
With a significant percentage of B2C companies well established at this point on Twitter, it’s due time they take steps to better understand and take actions around their followers – Follower Relationship Management (FRM) is a method for doing so…
Grading Performance – The Automotive Industry BI Maturity Map
Automotive companies are increasingly placing emphasis on becoming customer centric, investing significant time and resources towards this endeavor. The effective utilization of business intelligence (BI) in any CRM enhancement effort is a must, necessitating that automotive companies assess where they are, as well as plan where they want to be, around this field…
Visitor Relationship Management – Optimizing the Online Lifecycle
As companies become more proactive and effective in targeting across traditional direct channels, it’s time to start focusing on customizing interactions online, seeking to gain a better understanding of each website visitor and making the most out of each visit. Website Visitor Relationship Management (VRM) follows the path of CRM, mimicking the use of similar analytical models and lifecycle management principles…
How Much is Too Much? Getting it Right With One-to-One Communications
Overwhelmed by how often companies you have a relationship with get in touch with you? You’re not alone – companies have lost all control around how frequently they are communicating with their customers. It’s due time they take a look at their communications practices and make amends…
Product Network Analysis – The Next Big Thing in Retail Data Mining
One of the biggest challenges retailers have is the depth of data available for decision making, especially if they don’t have a loyalty program. Though limited, are retailers nonetheless maximizing use of their existing data today? The answer is no. Product Network Analysis opens a new range of insights which can maximize return on category investments...
Effective Channel Management Strategies – Segmenting the Channels
Channel analytics, the often neglected sibling of customer analytics, presents significant opportunities for companies seeking to better their channel-related performance, especially those in industries with large distribution networks (such as financial institutions, telecoms operators, retailers, automotive distributors, etc.)…
Bridging the Chasm – The Collaboration of Consumer & Business Marketing
Rare is the company that within has its consumer & business units working hand in hand to improve the bottom line of the company. Bundling across business units is one area which holds significant potential for those companies that can pull it off…
Real-Time Customer Value Management – Sales and Churn Triggers
Traditional monthly churn prediction or sales potential models help companies identify only some of the opportunities they can take action on to grow and retain their customer base; real-time sales and churn triggers help identify the rest…
SMEs and Churn – 15 Key Factors Driving Them Away From Operators
At the heart of any mobile operator’s marketing department efforts is the goal of driving down churn. A segment that is relatively ignored by telecoms – small to medium enterprises (SMEs) – have their own unique set of reasons for churning, reasons which need to be explored then addressed with the right solutions. In this article, we highlight the key 15 factors which drive SMEs to churn…
Moving Beyond One-to-One Marketing - Getting Personal with Enterprise Customers
For years, telecom operators have been adapting the “one-to-one” customer treatment concept and applying it to their enterprise customers, essentially seeking to treat each enterprise client differently. Though this treatment method is effective with consumers, it’s not the right way to manage an enterprise client – it’s time for operators to treat the same customer differently! ...
Designing Best-in-Class Loyalty Programs – Getting the Benefits Right
Possibly the most important aspect of a loyalty program is its benefits. Be it lack of vision, lack of creativity, or plain old laziness, many companies take the easy way out and offer cookie-cutter benefits through their loyalty programs. The ones that are best-in-class don’t, offering benefits that not only succeed in satisfying the customer, but in changing the company’s bottom line…
Customer Analytics Gone Wrong – Ten Common Mistakes To Avoid When Designing Customer Analytics Models
The potential that customer analytics models hold within them are extensive for the companies that choose to utilize them to better their marketing and sales activities. But even best-in-class companies get it wrong sometimes by making mistakes in how they design their models, and in how they utilize them once they have been designed. Herein we present ten mistakes to avoid in designing customer analytics models…
Five New Opportunities in Credit Card Analytics
By now, many leading banks and credit card providers have already invested in basic credit card analytics, such as value, behavior and needs/lifestyle segmentation, churn prediction, and credit risk analysis. Is this the end of road for customer insights in the field? Hardly so - this article summarizes five relatively niche ways of using credit card data, allowing banks and credit card providers to take things one step further towards separating themselves from their competitors by getting even more value out of the rich POS data at hand…
Campaign Sensitivity Analysis – Preventing Competitors From Stealing Your Customers
A simple yet effective manner in which to use analytics to prevent competitors from poaching customers in the telecommunications sector, campaign sensitivity analysis is sure to become a common practice in the field of business intelligence / data mining over the coming years…
Handset Purchasing Customer Experience – Optimizing the Retail Sales Cycle
While many telecom operators undergo customer experience transformation engagements, many fail to take into particular focus one specific part of the customer experience – the handset sales cycle. Not only is this area a particularly lucrative one for telecoms, but it also is one that allows for stronger bonding with the customer…
Channel Migration Strategies – Matching Customers to the Optimum Channels
As the number of channels which a company can service its customers through has proliferated over the years and will likely continue to, strategies need to be developed that turn into actions aimed at shifting certain customers to certain channels, in order to best optimize the cost of servicing customers vs. the level of service they receive through different channels…
‘Context Mining’ To Go Beyond Customer Needs in Telecommunications
As telecom product and service offerings are increasingly becoming commoditized, telecom companies need to offer their subscriber bases more than just communications solutions. This homogenization of offerings necessitates telecoms to differentiate themselves, which can be done through understanding the lifestyles of their subscribers and adapting offerings to cater to these lifestyles – which brings us to the fairly new concept of ‘Context ...
Utilizing Analytics to Customize & Optimize Retail Networks
Location, location and what was the third? Although location is known to be the key ingredient for success in retail, it is not the only criteria in driving sales. Often, the wrong combination of employees, lack of local marketing and various other factors can diminish returns on investment in a premium location…
Uplifting ARPU By Designing Customer-Specific Handset Strategies
While mobile operators spend a great deal of effort and energy in trying to boost ARPU through various marketing initiatives, few have customer-level handset strategies in place, strategies which allow for ARPU-boosting actions to be taken on a customer-by-customer, handset-by-handset basis…
Stopping Churn in Its Tracks – Proactive Retention Strategies for Mobile Operators
While almost every mobile operator has a reactive retention strategy in place for preventing subscriber churn, few have developed proactive retention strategies for doing so, failing to benefit from this practice proven to stem the tide of customer loss…
One Size Does Not Fit All – Customizing Retail Chain Sales Points
One of the factors that has helped make the retail chain concept so successful globally is that customers are ensured a similar level of service, access to similar products, and a standardized level of quality, regardless of which of the retail chain sales points they visit. Customization provides an opportunity to make this concept even more successful...
Loyalty Programs Gone Wrong – Ten Common Mistakes to Avoid
While it’s not rocket science, designing an effective loyalty program is much harder than it appears. Even the most lauded companies have deficiencies in their programs, deficiencies which can make or break it…
Radically Proactive Marketing – The New Name of the Game
The old rules of the game - Advertising, shelf space, retail presence. The new rules of the game - Predictive models, one-to-one offers, outbound campaigns. 65% of product launches fail. That’s means that the millions of hours and millions of dollars in resources invested into developing two out of every three products is a complete waste...
Crisis Management in Reverse - Capitalizing on Shocks to the System
In every sector all over the world, companies fail, collapses that are sometimes triggered by seismic events. Such moments present significant opportunities (or threats, if not seized) for the company that is prepared to capitalize on them. Crisis in the business world can take many shapes and forms...
Know Each Customer’s Share-of-Wallet? Understanding Every Customer’s True Potential
Regardless of sector, companies across the board struggle to understand the true existing potential of each of their customers. Such an understanding is the first step towards capturing more share-of-wallet of existing customers. In its most basic form, there are two general ways companies in most sectors can grow their revenues – by either selling more to their existing customers, or by acquiring new customers (taking aside such other bottom-line impacting actions like increasing retention or reducing operating costs)...
Business Intelligence 2.0 – The Hidden Treasures in Cell Tower Data
A new and unconventional means for learning about one’s customers, cell towers capture unique information that can be used in groundbreaking manners by any mobile operator to better serve, market, and sell to its customer base...
Unique Acquisition Methods - Below the Line Customer Referral Programs
While customer referral programs are abound, few are conducted below the line, aimed at one single individual, a strategy that can uplift acquisition rates significantly vs. traditional referral programs. Referral programs are nothing new...
Retail Loyalty Programs – Tapping Into Their Hidden Benefits
From supermarkets to electronics stores, gas stations to coffee shops, loyalty programs are abound in the retail sector, and flourishing more than ever. But it’s the rare retailer that has truly tapped into the value lying within the program’s customer-related data…
Improving Processes in the Service Sector – Going Beyond Efficiency and Quality Uplift
Traditionally, efforts around improving processes in the service sector have had at their core the end goal of reducing operational expenses while maintaining or improving service quality, focused on driving efficiency in certain day to day business activities...
Outlier Analytics – Learning From Those on the Fringe
While most companies focus their business intelligence efforts on the masses, those few examining outliers (consumers who don’t exhibit expected behavior) are finding hidden gems of information they are using to develop new offerings…
The Under-Tapped Banking Consumer Segments of the World – SMEs
The third and final in a series of articles aimed at identifying strategies that banks should follow for tapping into the potential value certain consumer segments hold for them…
Why Recreate the Wheel? Using Best Practices in the Workplace
Many a company aspiring to be a trendsetter or market leader like an Apple or a McDonalds doesn’t have to be as innovative as them to succeed in their respective sectors / countries – they just need to learn (and borrow liberally) from the best…
The Under-Tapped Banking Consumer Segments of the World – Ladies
The second in a series of articles aimed at identifying strategies that banks should follow for tapping into the potential value certain consumer segments hold for them…
The Under-Tapped Banking Consumer Segments of the World – The Youth
The first in a series of articles aimed at identifying strategies that banks should follow for tapping into the potential value certain consumer segments hold for them…
Maximizing Campaign Conversion Rates Using Analytics
Finding the next best offer for customers is only the tip of the iceberg when it comes to maximizing ROI from campaigns. Companies need to look into using the right channel, the right tone of communications, and even the right time to contact customers to achieve this ultimate objective...
Small Business Loyalty Programs - Giving Back to the Oft-Ignored SME Segment
For too long, the SME segment has been underserved, with companies doing little to cater to the needs of this extremely important and valuable group of customers. Some companies have begun to take heed, launching loyalty programs customized for this segment across numerous different sectors…
Text Mining - Going Way Beyond Just Listening to the Voice of the Customer
How about making use of the 80% of customer data you have on hand but haven’t tapped into yet? And how about if that data can help you reduce churn by 50%? Text mining is one of the latest trends in data mining today, with many companies already benefiting significantly from their efforts around this practice...
Wondering What Lies Ahead? The Power of Predictive Modeling
From telecoms to finance, e-commerce to government, predictive models are being utilized across various sectors to tackle all kinds of business problems. Companies that have yet to benefit from this practice need to examine the ways in which they can do so...
Enabling Cross-Selling Across Group Companies By Centralizing Data
How about making an extra $500 million in two years time with what you already have? Central data hubs and data marts have generated significant benefits for group companies that have utilized them. More and more group companies in the Middle East are taking heed and are launching similar initiatives to reap the benefits...
'Occasional' Customer Segmentation - Uncovering Hidden Truths About Customers
As traditional customer segmentation has become blasé, with occasion segmentation the hot trend, it’s a hybrid model of the two - 'occasional' customer segmentation – that companies seeking to “be there” for their customers need to examine...
Bundling 2.0 - Bundling Within and Across Sectors
Traditional bundling is a nice start for companies seeking to drive acquisition, generate cross-sales, and increase product & service uptake / upsell, but it’s only a start – bundling within and across sectors is the wave of the future.
The Social Media Buzz – What’s It All About?
The proliferation of online communities in the form of social media is one of the most noticeable trends on the web over the past several years. Not only has it redefined what the internet means in terms of its value offering, but has also become an indispensible element of a given person’s daily activities...
Segments of the Middle East – Small and Medium Enterprises
The last in a series around the most common and important market segments observed in the Middle East and strategies & tactics to acquire and serve them effectively…
Beyond the Customer Lifecycle – Catering to Customers When They’ll Most Appreciate It
While many a company takes into consideration the customer lifecycle when designing their customer experience strategies, few consider that they need to cater to the needs of customers during transitional lifestage moments or spontaneous events...
Consumer Segments of the Middle East – The Youth
The third in a series around the most common and important market segments observed in the Middle East and strategies & tactics to acquire and serve them effectively…
Consumer Segments of the Middle East – Leisure and Business Visitors
The second in a series around the most common and important market segments observed in the Middle East and strategies / tactics to acquire and serve them effectively…
Consumer Segments of the Middle East - The Expat Community
Market segmentation is a relatively common practice, executed over and over by most leading companies around the world, conducted in order to understand the needs of different segments and target them effectively...
Eyes Wide Open - Competitor Intelligence Practices
According to a study by the Society of Competitive Intelligence Professionals, about 90% of the Fortune 500 companies in the US are conducting competitive intelligence activities...
Finding Tomorrow's Valuable Customers Today
The oft-neglected customer who represents little value today could be an important asset for your company tomorrow – the trick lies in identifying them. Companies in the telecommunications and banking sectors that have begun managing customers based on their value have taken that first important step in effectively dedicating their resources proportionately, providing a higher level of service to more valuable customers...
Reselling in Line With the Technology Adoption Curve
Sales and Marketing functions in technology-based product / service companies need to understand their customer base as related to the technology adoption curve and strategically plan their reselling activities around the concept. For every new product that comes out that can be considered ground-breaking or trend-setting, there is a pace at which customers acquire the given product...
Bundling Your Way to Success
Working hand-in–hand, Sales and Marketing teams of companies can generate significant cross-sales / up-selling by bundling products / services together...
Turning Your Customers (and Non-Sales Employees) into a Sales Force
In a day and age when acquiring a customer is getting more and more difficult due to increased competition and slashed sales budgets, customer referral programs can be utilized to generate significant sales growth in a very practical and effective manner...
Quintupling Your Churn Prediction Performance
As real business cases demonstrate, the performance of predictive data mining models drastically improve when information about historical customer behavior and real-time interactions are put together. Companies with traditional churn prediction models should realize the opportunities they are missing…
10 Tips for Establishing a Successful Test & Learn Environment in the Retail Industry
Decisions about discount rates, product bundles, offers, changes in the store design, process changes and various other investments are part of daily challenges retailers face with every day. For most companies, unfortunately, the “gut feel” is the main driver for many of these. While the value of experience and expert opinion is unquestionable, sentences starting with the phrase “I think…
Leveraging Internal Data to Target Competitor Customers
Many companies already own the right data for targeted acquisition from their competitors, yet most aren’t aware of it. Is your company one of them? What you think you don’t know but actually likely do regarding your competitors’ customers represents a huge untapped potential that could create substantial impact to your company’s bottom-line...
The Single Easiest Way to Grow – Winning Back Lost Customers
Companies often fail to tap into and benefit from the data they possess. Possibly the single most ignored information pool is that about a company’s ex-customers. Such data, if used properly, could lead to the acquisition of a significant number of customers and the generation of significant revenues...
Effective Loyalty Programs - Keeping Costs Under Control
The third in a series around features of successful loyalty programs that have helped certain companies stand out from the rest, with program offerings that are recognized as best-in-class...
Effective Loyalty Programs - Recognizing & Rewarding Most Valuable Customers
The second in a series around features of successful loyalty programs that have helped certain companies stand out from the rest, with program offerings that are recognized as best-in-class...
Customer Retention During the Downturn
In light of the deepening economic crisis and its effect on churn behavior, retail banks need to revisit their retention strategies and revise their tactics so they reflect the new reality in the marketplace...
Effective Loyalty Programs - Changing Channel Usage Behavior
The first in a series around features of successful loyalty programs that have helped certain companies stand out from the rest, with program offerings that are recognized as best-in-class...
Your Customers Are Changing, Are You Following?
The economic downturn is having a substantial impact on the needs, preferences and behavior of customers. Companies need to tap into their customer intelligence to ensure they adapt as well to these changing conditions...
Are You Wasting Your Online Sales Potential?
eCommerce businesses and online sales channels of traditional retailers are on the rise, with a growth rate almost 6 times higher than overall retail industry, according to NFR and Forrester reports. Despite such fast growth rate and considerable investments, there still exist vast untapped opportunities in online stores across...