Customer Data Analysis turns data into actionable intelligence
Generations of marketers have had to rely on their “marketing instincts” and received wisdom to guess what customers want and could only guess at which marketing initiatives represented the best ROI. Customer data analysis is turning the old marketing world on its head. Now that most customer interactions can be tracked, attributed and measured, companies with the right data, tools and analytical frameworks have a huge competitive advantage. Intgral customer data analysis services help customers understand customer needs and behaviors, while also providing visibility on the effectiveness of your sales, marketing, and communications investments.
CLIENTONOMY – understand the anatomy of your client
Intgral’s CLIENTONOMY process is a detailed diagnostic of the general health-level of your customer base. The analysis includes elements like activity levels, renewals, retention, loyalty and engagement. The objective of the CLIENTONOMY process is to provide your organization with an in-depth snapshot of customer behavior and allow you to take action quickly to bolster weaknesses, capitalize on opportunities and overall drive sales.
Provide granular and detailed visibility on customer behavior to allow the development of evidence-based sales and marketing strategies.
Aggregate all of your organization's customer data into an analytical framework and focus the research effort on identifying the specific areas of weakness or opportunity to focus on.
Generate a short-list of priority issues that can be addressed to boost profits, reduce attrition and improve communications and engagement.
BEHAVIONOMY – Creating bullet-proof customer segmentation
Intgral’s BEHAVIONOMY customer segmentation process is part science and part marketing art - but mostly science. Using advanced mathematical modeling and industry-specific customer knowledge Intgral’s team will help you develop a series of customer personas that model and predict the behavior of your most important customer groups. Understanding these personas is the fundamental building block your organization will use to develop effective new sales and marketing strategies and tactics.
Effective segmentation relies not just on customer data but also on a fine-tuned understanding of market dynamics and competitive forces within an industry.
Select the perfect mix of pertinent variables and apply mathematical techniques to help build out an optimized set of descriptive and highly-useable customer segments.
The result of this process, client personas, is one of the most effective sales and marketing tools any organization can possess. These personas help marketers gain real insight into who the organization’s clients are and what makes them tick.
Predictive modeling - knowing what customers will do before they know themselves.
With all your customer data mobilized and your customer personas locked-in it’s possible to move on to predictive modeling. The insights developed through predictive modeling can provide a roadmap for your sales and marketing strategies.
How do you understand the behavior of customer groups? For example those who abandon your product or service and adopt a competitor’s offering?
By selecting the right tools and statistical frameworks as well as validation methodologies, Intgral can create models that will be effective at explaining past customer behavior and predicting new customer behavior.
Predictive modelling, while not a crystal ball, provides a cutting-edge tool for identifying emerging risks and opportunities as well as evaluating the effectiveness of any planned response.
What our customers say about us
Ivanhoé Cambridge, a global real estate industry leader, invests in high-quality properties and real estate companies in select cities around the world. It does so prudently, with a long-term view to generate optimal, risk-adjusted returns.
“ I love working with the team at Intgral. I’ve been working with them for more than 10 years now, and their expertise in finding actionable intelligence through customer data analysis has reliably helped us achieve sales growth. In some of the projects we’ve worked on together that growth has been up to 20%. I want to say thank you to the Integral team for being trusted and valued partners. ”
Marcil is a Quebec-based construction supply and hardware chain with 15 locations and more than 1000 employees. With over 100 years in the business, Marcil’s how-how makes it a favoured partner for contractors and construction companies.
“ We have a 20-year history of working with Intgral to bolster our brands’ identities and to help them evolve and grow. We’ve worked together on brands such as Reno-Depot, Casinos du Quebec and most recently at Marcil. Intgral’s expertise and flexibility allowed us to adapt their offering to vastly different business realities. They also helped us understand the golden rule of retail - not all customers are created equal. The trick is identifying the most valuable ones. ”
Immunotec is a publicly traded company providing research-based nutritional and wellness products that improve quality of life and performance.
“ Intgral’s ability to relate data with behaviors is remarkable and the information provided has created a platform to improve sales and marketing strategies, knowing with confidence where gaps existed. We’ve worked with them twice and gotten full-value for our investment each time. ”
La Coop fédérée represents more than 90,000 members grouped into nearly 70 cooperatives with operations located across Quebec, New Brunswick, Ontario, Alberta, Manitoba, and Saskatchewan. 12,000 people are employed at La Coop which has annual revenues of $6.3 billion.
“ Intgral had the knowledge to take our data analytics program up to the next level. Their analytical frameworks and industry knowledge helped us spot important patterns in the data and target valuable new customer segments. Intgral helped us gain a much better understanding of who are clients are and what is important to them. ”
RMT or le Réseau de Transport Metropolitaine (formerly AMT) is Montreal’s mass transit authority - operating, bus, train, subway, and adapted transport networks across the 82 municipalities of the Montreal Urban Community.
“ Recently, the RMT took a strategic decision to become a customer-centric organization. Intgral was there for us with vision, expertise and the technology know-how to help. The Intgral team worked hard to de-mystify the technology, help us define functional objectives, streamline our customer communications and make sure we were getting the maximum impact out of our communications investments. ”
With more than 20 clinics in Quebec and Ontario, Epiderma is one of Canada’s largest medical aesthetic care providers.
“ Integral’s intelligence, expertise, and understanding of our challenges is unequalled in our experience. Their client-centric approach and ability to develop truly customized customer analysis solutions sets them apart. The Intgral team’s rigorousness, transparency and reliability made them the ideal choice to support us in implementing our CRM system. ”
Intgral on customer analysis
- 26 Sep
Rethinking the customer journey
By Jean-Marc Gravel
This interested in article from Harvard Business Review examines the importance of rethinking the customer journey. Whether for B2B or B2C, your organization can gain an important competitive advantage by leveraging the customer information you already gather and then creating relevant and customized interactions at every touchpoint along the customer journey.Learn more
- 26 Sep
Better customer service through analytics
By Jean-Marc Gravel
As soon as consumers hit your site, they are broadcasting important signals about their desires, their preferences, and their personas. Maybe this visitor is already a client. Maybe they’ve almost bought but abandoned the process.Learn more
- 26 Sep
Join us October 3rd at Données et intelligence marketing
By Frédéric Beetz
Join us October 3rd at the Westin in Montreal for an interactive session with Intgral president Jean-Marc Gravel. The session is presented as part of the 4th annual Données et intelligence marketing organized by Les affaires.Learn more
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