Enterprise Marketing Management Solutions
Business Intelligence
Customized BI, dashboard reporting, data mining and predictive analytics that unlock actionable customer insight-driven strategy solutions
Behaviors
RiverPoint's Business Intelligence solutions deliver aggregated customer data in structured dashboard reporting and drill-down solutions, leveraging industry-leading BI software such as Unica’s Affinium Suite, Cognos ReportNet, Business Objects and Microsoft Analysis Services. These tools enable organizations to monitor business performance and trends, as well as explore customer behavioral and purchase patterns to gain valuable insight to drive marketing and R&D strategy. This process aggregates historical customer data to show how customers behaved in the past, in order to forecast sales trends and predict marketing response in future periods.
Improved Segmentation
RiverPoint uses statistical software to apply sophisticated mathematics to data in order to identify distinct customer segments for profiling and targeting marketing purposes. Customer segmentation involves the clustering of customers into groups of buyers who resemble others in terms of age, gender, past purchase behavior, frequency of purchase, channel preference, spending habits, interests, location and other demographics and attributes. Businesses use both value-based (looking at customers in terms of revenue they generate) and traditional segmentation to effectively target these groups and optimize marketing efforts. RiverPoint works with your marketing department to assemble and integrate customer data, identify appropriate methods of segmentation (often clustering or decision-tree based CART and CHAID), and implement sustainable and actionable customer segmentation solutions.
Predictive Analytics
Predictive analytics applies statistical algorithms to data in order to solve business problems. Predictive analytics is an analyst-guided process that uncovers underlying patterns in data to make forward-looking predictions such as who will buy a product, what channel of marketing presents the highest probability of purchase, expected value of a customer and even optimal product pricing and production. Predictive analytics generate insights that guide a business to a targeted, measurable action. Examples of applications include response modeling, lifetime value of a customer, churn identification and customer win-back campaign modeling.
Build Cross-Sell Recommendations
RiverPoint analyzes customer data in Unica’s Affinium Model to provide a ranking of what each customer is most likely to buy and in what order. This ranking combined with cross-campaign optimization in Affinium Campaign completes the marketing solution that drives profitable cross-sell and up-sell marketing campaigns. This allows businesses to realize the full revenue potential of an existing customer base with optimal product bundling and offer timing.
The cross-sell and up-sell rankings identify channel-specific opportunities to interact with customers through inbound calls, the Web, e-mail and sales force, and applying Affinium NetInsight allows businesses to utilize customer Web behaviors to deliver relevant real-time cross-sell recommendations.
For more information on RiverPoint's Enterprise Marketing Management Solutions, click here.
