Customer Analytics aims to increase customer value through improved insight in customer preferences and behavior. This application is an example of how data could be turned into actionable fact-based eye-opening insights. It gives more insights than a descriptive dashboard and enforces understandability between the analytics department and the business, but it could also be used by the business-users independently of the analytics department.
Subdivide customers into discrete customer groups that share similar behavioral or demographic characteristics. Diving into the behaviour of these groups reveals more details on the effectiveness of different marketing actions and allows for targeted marketing.
Determine the cross-sell density of product-group combinations: how often are products sold together? Enables revenue growth due to more relevant marketing actions.
This part contains a demonstration.
Break down the actual gross margin into different drivers, both on the supply chain side and the sales side of profit making, leading to a better understanding of buying patterns, marketing effectiveness and the impact on financial figures.