Multichannel Marketing

Marketing Analytics

The more you understand about your customers and prospects, the more effectively you can plan your marketing efforts. LENSER's Marketing Analytics utilize proven methodology which has been refined through dozens of client engagements to help you gain maximum advantage from each and every data point in your customer and transactional files. With this information, multichannel marketers can plan, measure and improve customer-centric initiatives that can reduce marketing expense and maximize ROI.

Read more about LENSER's suite of data analytic tools, including:

ZIP Code Analysis
The old adage "birds of a feature flock together" explains why ZIP Code Analysis is so useful in circulation planning. People with similar buying habits tend to live (or work) near each other. Thus, by identifying your best-performing ZIPs and mailing more to those ZIPs while reducing mailings to poor-performing ZIPs, a marketer can increase sales without spending more on marketing. LENSER offers ZIP models in a variety of formats to fit our clients' needs. We can also help you expand your universe by identifying the ZIPs where your best customers live and then finding other ZIPs with similar demographics.

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Housefile Segmentation Analysis
The more you know about your housefile of customers and prospects, the more efficiently and effectively you can market to them. Yet most marketers lack the predictive tools to make maximum use of their housefile data. LENSER can help. We will analyze the key transactional factors of your data and define the metrics needed for meaningful segmentation. We can then make recommendations as to how to leverage each segment of the housefile to maximize its value.

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Shipping and Handling Analysis
Shipping and handling shouldn't be an afterthought. Shipping costs have a clear effect on the bottom line since they cover the real operational expense of getting product from your warehouse to the customer. And the way shipping charges are calculated and presented to the customer can enhance, or degrade, their relationship with you. Through long experience with dozens of clients, LENSER has developed a methodology to analyze the appropriateness of your shipping charge model while providing "what if" projections for increase or decrease in profitability at various price levels as presented to the customer.

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Customer Lifetime Value Study and Analysis
Lifetime Value refers to the total profit (or loss) to be expected through the entire duration of a customer's relationship with you. There will typically be a breakeven point, a period of consistent results, and then a point at which the value of a customer to you begins to decline. LENSER's study will help you define the lifetime value of your customers in various audience segments so you can:

  • Determine the appropriate initial contribution to acquire a customer
  • Understand the true lifetime value of these customers
  • Determine your potential future profits from existing customers
  • Determine the true cost of maintaining a customer
  • Make adjustments to certain processes to reduce costs
  • Adjust your marketing campaigns to target prospects with the same profile as your most profitable customers.

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Trade Area Analysis
Two retailers in the same shopping center may have very different trade areas. That's because people will travel from greater distances to purchase certain goods and services than others. The challenge for marketers is to understand their trade areas so they can maximize the impact of their marketing efforts.  LENSER's Trade Area Analysis will:

  • Perform a market penetration study using the current direct marketing database to gain an understanding of where a high concentration of customers reside.
  • Examine alternative locations within logistical practicality of current growing facilities based on market penetration and potential future customer base within the trade area.
  • Create a three-year store pro-forma comparative chart for the potential locations allowing for rough assessment of the expected profit from each operation.
  • Review the potential effects of a new store on current catalog and Internet business.

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Five Year Financial Study
Using major categories in the current chart of financial accounts, LENSER can develop a five-year budget that reflects projected sales, cost of goods, advertising, operational expense, and profits over the long term.  We will also project required capital to support the growth plan.  To determine the rate of growth, we will analyze five years of circulation roll-ups and sales projections for each mailing throughout five years will be created.  This model will allow for varying input of advertising cost based on future assumptions of efficiency.  The net result is that a marketer can intelligently plot a growth strategy which discounts seasonal fluctuations while fully recognizing the long term effect of each customer contact.

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For more information on LENSER Marketing Analytics, please call Todd Miller at (415) 446-2505. Or email todd.miller at lenser.com.