Marketing Analytics

Marketing organizations are gradually becoming more data-driven and moving towards analytics-led decision making. The ability to report the past, analyze the present and to predict or influence the future is critical for today’s marketers. This ability is based on data driven analytical insights.

Marketing analytics comprises measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends.

Marketing analytics also helps to identify target customers and accordingly design the right marketing programs for the right customer segments, enhance customer engagement and experience, which increases customer retention, maximizes customer lifecycle value, and helps gain customer loyalty.

WNS has more than a decade of experience in creating effective marketing analytics strategies across a broad range of vertical markets and functions. Our clients partner with us to optimize their customer experience across major channels with the goal of increasing customer wallet share, retention, and loyalty and life time value.

A leading car rental company generates 23% incremental sales through retention marketing campaign

Case:

WNS developed and deployed retention and acquisition marketing campaigns, which helped generate incremental sa..

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A leading US bank improves retention rate of its mortgage customers by 18%

Case:

WNS’ regression model helped the client generate incremental revenue of USD 1 million, save USD 200,000 in mai..

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Vacation timeshare company reduces customer attrition rate by 10%

Case:

WNS’ analytics enabled the client to analyze customer behavior and predict whether a member would leave or sta..

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The WNS Advantage

Our customer-centric approach, deep domain expertise, global delivery network and strong focus on operational excellence combined with innovative analytics solutions, proprietary framework and product help our clients on their path to outperformance.

Close to 15 years of extensive experience in creating effective customer analytics strategies across broad range of vertical markets and functions
More than 500 analytics resources supporting 50+ clients across geographies
WNS Analytics Decision Engine (WADE)^SM – a proprietary predictive analytics solution framework to inspire and enable an organization to scale the analytical maturity curve
Dedicated Centers of Excellence for campaign management and loyalty analytics
Proprietary Customer Engagement Management tool for selecting the best possible communication channel based on parameters like turn-around time, cost to serve, frequency of contact, and pre-defined rules by user
Best-of-breed modeling techniques – Predictive Statistical Techniques, Parametric and Non-parametric
Cutting-edge decision analytics and data mining tools – SAS, SQL, Business Objects, Unica, Cognos, Teradata, R, Python, MATLAB

" We chose WNS because of their deep understanding of the travel industry, strong customer care capabilities, insightful customer analytics, and their global delivery footprint. "

Steve Sickle

Senior Vice President for Distribution and Relationship Marketing at IHG

A ‘Major Player’ in the IDC MarketScape: Worldwide Business Analytics BPO Services Report 2014

Solutions

Customer Acquisition Analytics

Our Customer Acquisition Analytics solution helps clients identify potential customers who are most likely to buy their product or service, or are most likely to react to their campaigns, promotion and communication, through segmentation, clustering and predictive analytics techniques. Our solution transforms data into actionable insights and enables our clients to make faster, accurate decisions around customer acquisition, which improves profitability, reduces costs and increases bottom-line growth.

Identify new and profitable customers
Increase customer base
Improve profitability, reduce cost and increase bottom-line growth

Retention Analytics

Our retention analytics solution enables clients to identify the factors, which are most likely to drive customer engagement with a particular product or service, and in retaining existing profitable and loyal customers through targeted personalized offerings.

Cross-sell and Up-sell Analytics

We enable our clients to obtain deeper insights about their customer’s expectations and make intelligent recommendations by integrating data (structured / unstructured) such as customer data, contact center data and external data. Our analytics-driven customer strategy solution helps our clients map the right products and services to existing customer segments, which are most likely to respond to cross-sell / up-sell propositions by deploying predictive analytics techniques.

Our analytically driven, end-to-end targeting framework for cross-sell and up-sell analytics is shown below:

Marketing-Analytics

Customer Lifetime Value Analytics

Our approach to customer lifetime value (CLV) analytics follows best-practices learnt from our experience of working with multiple clients across various geographies. We have proven expertise in analytics application and predictive models to profile customer data and to provide actionable information that enables our clients to design strategies for their customers. Our CLV analytics solution helps our clients formulate sales and marketing strategies by forecasting the expected revenue from new customers, identifying high value customer segments, and identifying customers who can become profitable. It also helps to identify customers who would be receptive to cross-selling and up-selling complementary products.

Loyalty Analytics / Campaign Analytics

Our approach to loyalty analytics combines extensive database mining with superior analytic techniques, which enables our clients to identify the factors that are driving conversion and loyalty so that they can prioritize marketing and sales investments.

The key components of the loyalty management services include:

Campaign calendaring
Campaign strategy proposition
Customer analytics to suit campaign strategy and design
Campaign feasibility analysis
Campaign development
Campaign rollout
Campaign measurement and analysis
Campaign history and customer data management

DEEP DIVE

Sales Analytics

By leveraging our sales analytics solutions, our clients are able to reduce uncertainties in their business, which enables stronger decision-making. We bring to the table our experience in structured methods of forecasting based on statistical principles. Our sales analytics solutions comprise:

Market Entry / Potential Planning

Sales Potential Estimation
Market Segmentation
Purchase Driver Analysis

Prospecting / Acquisition

Look-Alike Modeling
Lead Generation
Prospect Dashboards
Contact Database Management

Predictive Analytics

Sales Forecasting
Channel Mix Optimization
Next Purchase Propensity
Re-activation Potential

Sales Force Management

Sales Forecasting
Territory Planning
Sales Cost Optimization
Pay for Performance (Sales Incentive Planning)

WNS Direct Channel Shift Solution

WNS’ Direct Channel Shift is an outcome-based solution that enables hotels to cost-effectively chart out and execute their direct channel shift strategy. It leverages our domain-focused intellectual property, deep market understanding, and technology and analytics prowess to boost revenues and margins.

DEEP DIVE

Case Study A Top Global Hotel Chain Identifies Distinct Guest Segments with Actionable Analytics

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Articles Five Simple Steps to Survive in the Digital World

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