Digital Customer Analytics

Better understand your customers to engage and deepen the relationship between them and your brand.

In today’s digital world, your teams are challenged to innovate at the core of your customer experience. With each team owning a piece of the puzzle, your business segments must unite customer data (from digital and non-digital channels) and align operations in order to prioritize and act on customer insights in real-time. This process involves identifying and integrating new data sources, conducting advanced analysis, and collaborating across segments of your business to achieve high performance.

IT leaders can begin by establishing a robust and scalable data infrastructure to serve the analytical needs of their teams. Architecting the right solutions can sometimes be difficult, costly, and time-consuming. Challenges, while unique to each organization, usually involve issues related to speed, integration, and reporting.

By 2017, 50% of consumer product investments will be redirected to customer experience innovations.

-“Gartner, Inc.”2015 Marketing Spending Survey

Capabilities & Solutions

Map your customer journeys

Brands who are successful at implementing customer-centric strategies are applying their analytics within the context of the larger customer journey. This means treating every customer interaction as part of a series of touchpoints by which to cultivate a long-standing relationship.  Often this involves journey-mapping to identify which specific pain-points within the customer experience causes customer dropoff. Particularly when customer retention is declining, managing customer interactions as a series of opportunities can be an effective tool for deriving insight that is clear and actionable–providing opportunities for teams to improve in a specific way.

Segment your customers

Offering personalized product and services can be accomplished by first clustering customers into groups based on shared characteristics or behaviors. Once this has been identified, campaigns can be designed to address unique needs by segment while advocating for your product and/or service offering. Key Performance Indicators can be developed for each customer segment based on their individual responses and interactions, and campaign performance can be assessed as a result. By delivering experiences that are timely, informed and attentive, customer loyalty is strengthened.

Attribute campaigns across channels

Until recently, calculating how customer-focused campaigns performed to boost the bottom line was a challenging endeavor. In today’s digital environment, marketing teams are equipped with new data sources and computing power to measure the strength of their brand as it responds to direct marketing efforts. An example of this includes measuring social buzz and conversation around brands based on web data and social media. As a result, resources for digital campaigns can be more precisely allocated to impactful campaigns that generate buzz and grow brand equity.

Create Customer 360º profiles

Understanding customer preferences in detail begins by creating profiles of individuals based on their behaviors, interests, demographic segment, and historical interactions with your brand. Integrating data points from different sources, like web data, transactional data, clickstream data, survey feedback (etc.) is essential to painting customer views that provide insight as to why they make certain purchase decisions, or what about their experiences cause them to stay or leave. Sometimes when customer feedback takes on characteristics of Big Data (social media conversations for example) traditional platforms for data warehousing struggle to support the size, speed, and variety of sources in a timely way. Organizations that make investments in scalable architecture can meet performance needs as the complexity of their organization and teams grows.

Get started with Customer Analytics

Read the Checklist for Customer Experience Management Success

There are so many different ways to analyze customer data. But what kind of analysis is most effective at helping you understand customers better? How are other companies analyzing their customer data to yield the most value? What role can social media and other Big Data play to give you a clearer picture of your customers? We’ve put together a basic checklist to help you begin your journey to analytical maturity.

Learn more

Success Stories

Leveraging Customer Data for Pricing Optimization

A leading automobile insurance provider in California intiated a Big Data project that incorporated enterprise & external unstructured data together to refine its Risk Assessment Modeling & Pricing Engine for premiums. The Big Data architecture that was designed facilitated an average of 800 GB -2.4 TB at a time. Systech’s solution enabled teams to parse and expose over 250 million XML files containing over 250 variables of customer information.  Instead of processing this volume of data within a 1-2 month time window, data could now be processed as it was being captured, giving analysts the flexibility of exploring their data speedily and through self-service.

Integration for Marketing Attribution

At a global investment firm, Systech built a centralized data environment to provide dimensional views of user behaviors across marketing channels, unifying web and financial data for a variable attribution model. As a result, customer experience teams had access to their data in more detail for insight into churn, retention, and loyalty, revealing opportunities for cross-selling & up-selling.

Improving Customer Experience at the Transaction Level

A credit services provider migrated consumer services data onto one platform to enable accessbility of data to multiple teams and establish a “single source of truth”. Thanks to Systech’s implementation, platform performance improved drastically, with test queries inserting 4 billion records within 5 minutes. Execution of batch ETL jobs were reduced from 7 hours to 1 hour, freeing analysts and IT teams to work on analyzing the data in real-time.

Leverage customer data to accelerate your business

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