Client Cases Consumer Goods Advancing Marketing Performance through Test & Learn iKnowtion helped this data-rich automotive manufacturer by developing a test and learn strategy that identified new areas for sales volume growth, while learning how to market more strategically to its customer base. Analytics: Customer analysis, offer optimization, forecasting, scenario simulation Consumer Goods Offer Optimization System This consumer goods manufacturer needed a data-driven approach for allocating customer incentives used to meet their sales and other business goals. iKnowtion developed an analytic tool that determines the optimal offer for each customer to maximize results given a set of program constraints. Analytics: Multinomial choice modeling, scenario simulation, forecasting Automotive Services Improving Brand Engagement iKnowtion helped this company improve the performance of their brand engagement marketing programs with the development and successful integration of a suite of marketing analytic tools. The toolset included customer behavioral segmentation and complementary targeting and forecasting models. Analytics: Customer segmentation, predictive modeling, campaign planning and evaluation Insurance Advanced Direct Marketing Testing iKnowtion helped this well-known brand attack its customer acquisition goals by expanding its direct marketing testing procedures, moving it from a standard one-variable-at-a-time approach to a new approach based on experimental test design in which multiple variables were examined simultaneously. Analytics: Customer profiling, experimental test design Financial Services Identifying Customer Future Value iKnowtion helped this financial services firm re-prioritize its investment and service levels to its growing B2B customer base by developing a mechanism to estimate future value to the client of each firm based on firm characteristics and historical performance. Analytics: Customer profiling, regression modeling Financial Services Improving Brand Engagement iKnowtion helped this leading brand understand the channel usage and preferences of its diverse customer base in order to gauge brand affinity and loyalty. The analysis also related engagement to customer value and identified opportunities for relationship development. Analytics: Engagement analysis, customer profiling, segmentation Financial Services Automating Trigger Marketing iKnowtion developed probability choice models to create a mechanism that identified customers who were likely to make a variety of critical financial transactions. This new analytic tool and update process was made available for automated targeting via alternative marketing channels. Analytics: Probability choice modeling, customer profiling Consumer Goods Customer Development and Loyalty iKnowtion assisted this leading brand in creating a customer development plan for its digital camera buyers and members of its online communications program. Our analysis identified the core group of loyals who were responsible for the bulk of attributed sales, and we designed a segmentation scheme to enable differentiated marketing. Analytics: Customer profiling, segmentation, lifecycle analysis U.S. Automotive Automating Marketing Decision Making iKnowtion helped this client improve its call volume forecasting process by building a robust longitudinal dataset of key data elements that was then used to estimate a set of predictive models. The models provided the client with much needed information as to how various independent factors, such as advertising, affect call volume in the short and medium term. Analytics: Forecasting, multiple regression modeling Consumer Lending Online Lead Optimization iKnowtion helped a highly successful dot-com brand leverage its customer information assets to understand the broad range of customers attracted to its product offering, as well as how to evaluate each customer's future value potential. Analytics: Customer analytics, value estimation Consumer Goods Online Marketing Impact on Online and Offline Sales This case describes how iKnowtion helped one manufacturer to understand the online and offline behavior of its customers and other impacts associated with this client’s online marketing efforts. Analytics: Customer analytics, survey research U.S. Automotive Lifecycle Definition, Segmentation and Marketing Optimization Armed with a vehicle owner segmentation and lifecycle framework developed by iKnowtion, this major automotive manufacturer’s marketing team was able to implement a practical and foundational data-driven business approach to customized communication and offers. Company executives value the system most for its forecasting ability and high level of confidence in assessing program performance. Analytics: Lifecycle analysis, behavioral segmentation, modeling Online Brokerage Past and Future Marketing Performance This client wanted to understand the ROI from its marketing investments and, more importantly, how many prospects and customers would be generated from future spending. iKnowtion used marketing mix modeling to help the client understand the drivers of business results and to build a simulation tool for marketing planning. Analytics: Marketing mix modeling, scenario simulation Consumer Goods Media Effectiveness and Strategy Development This unique consumer goods company had a strong and stable multi-media advertising plan until leads and sales started to decline. Using marketing mix modeling, iKnowtion was able to help this company to understand the changing effectiveness of various media and the resulting impact these trends had on the types of customers acquired. Analytics: Customer analytics, marketing mix modeling For more information, call us at 781-494-9989 or email us.

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