Analytics

The customer data collected through point-of-sale systems, store credit and loyalty card programs and other transactional databases provide a deep well of information that can be used to improve your marketing programs. Lacking customer data to begin with? We'll manage the collection of customer data right at the point of sale, and get your database up and running.

By relating the various sources of data to one another and to postal geography, we're able to provide actionable information that can be used to better target, execute and measure your marketing programs. Your information can also be related to market data such as consumer spending potential (CSP). By doing so, you can establish market share within each postal area by comparing your actual sales revenues to CSP, as well as aid in real estate site selection, and even drive your inventory decisions.

Geosales Analysis

The first step in the process is to determine customer penetration according to the amount of their purchases at your stores. This is done at the FSALDU level of postal geography, which works out to about 10 to 40 households. Each of these areas is ranked, based on penetration, and then sorted into one of four segments called quartiles which represent 25% of total sales. Displayed visually on a trade area map, you can clearly see that a small pool of customers (shown here in red) represent a large percentage of your sales.

Most importantly, though, the information can be used to drive decisions. For example, the trade area analysis map can be combined with a map of your current flyer distribution. As you can see in this example, a lot of resources are going into advertising to areas which are under-represented in your sales, and there are several areas of high sales penetration that are going uncovered. On the basis of this analysis, we help you to plan future flyer distributions.

Other uses for the analysis include targeting other media including ROP and magazine advertising, outdoor advertising, and direct mail and catalogues.

Customer Profiling

Our geodemographics expertise allows us to finely target customer groups within your clientele. This allows us to create highly effective media plans and enables you to customize everything from the message to the product mix offered. Finer customization and relevant communications means more satisfied, and loyal, customers, which in turn generates greatly improved ROI.

Analytics uses the most up-to-date and extensive surveys of North American consumers to identify 216 specific lifestyle groups and sub-groups called "consumer clusters." These are essential to refine your product mix and deliver the right message.

Consumer clusters — people with similar demographic attributes and consumption behaviours — tend live in small and well defined groupings of households. We call this the 'birds of a feather' factor, which allows us to finely target media distribution by geography, right down to the zip code level, so that you're reaching the most profitable, most loyal, and most desirable customer groups.