Segment membership throughout the year
Posted: Mon Dec 23, 2024 11:11 am
Analysing the journey path between two points in time
Discoverer now allows us to drill down and further analyse the journey between these two points. First, we choose a set of points in time between the start and end points and check which segment each customer is in at each point. From this, we can then describe the journey between these two points. By default, we do not differentiate between journeys that go from segment 1->2 by the time in which they undertake that downgrade movement (the tool does support this!). All these results can then be turned into selections in order to aid further analysis or for direct marketing activities.
In the screenshot below we have cyprus mobile phone numbers used the same two time points as in the first screenshot. We have chosen to check on segment membership at 10 regular intervals during the year. To ensure that the journey identifiers are of sensible length we have used a lettering strategy to represent the segments. This view shows that, of the 622 customers who started and finished the 12 month period in segment A, only 424 of those were in that segment for all 10 intermediate points. The other 198 customers will have moved out of segment A and then back into it by the end of the period (e.g. 65 customers went to segment B and then back to A).
Retentions
Although there are many different figures out there, it is a commonly accepted marketing belief that it costs much more to acquire a new customer than retain an existing one. If we know which customers are our most valuable and also how long they have been in this state then we have an analytical advantage. What are the characteristics of those long term valuable customers compared to the overall population? Or to the newly acquired valuable customers? This knowledge can help in two ways.
Discoverer now allows us to drill down and further analyse the journey between these two points. First, we choose a set of points in time between the start and end points and check which segment each customer is in at each point. From this, we can then describe the journey between these two points. By default, we do not differentiate between journeys that go from segment 1->2 by the time in which they undertake that downgrade movement (the tool does support this!). All these results can then be turned into selections in order to aid further analysis or for direct marketing activities.
In the screenshot below we have cyprus mobile phone numbers used the same two time points as in the first screenshot. We have chosen to check on segment membership at 10 regular intervals during the year. To ensure that the journey identifiers are of sensible length we have used a lettering strategy to represent the segments. This view shows that, of the 622 customers who started and finished the 12 month period in segment A, only 424 of those were in that segment for all 10 intermediate points. The other 198 customers will have moved out of segment A and then back into it by the end of the period (e.g. 65 customers went to segment B and then back to A).
Retentions
Although there are many different figures out there, it is a commonly accepted marketing belief that it costs much more to acquire a new customer than retain an existing one. If we know which customers are our most valuable and also how long they have been in this state then we have an analytical advantage. What are the characteristics of those long term valuable customers compared to the overall population? Or to the newly acquired valuable customers? This knowledge can help in two ways.