Data speaks volumes. And to the rare and valuable trained ears of companies like Indicia who know how to pay attention, it can also speak growth, opportunity and profitability.
The field of fact-based marketing and all its various components is a highly accurate and meticulously researched science requiring both well-honed skills and an ability to see - and foresee - the big picture. It is a science that the experts at Indicia have been mastering for over 15 years.
The core of Indicia's expertise is defined by a symbiotic relationship between data dissection and corporate optimization, market and marketing, and knowledge and growth. Built around that core are four key dimensions encompassing the entire range of Indicia's multifaceted and ultra-specialized services, namely:
• Information gathering: literally thousands of variables, statistics and other key data on the market, the customers, the competition and the various geographical territories are compiled, mined and analyzed, and become a highly reliable and solid foundation on which to develop and implement corporate strategies.
• Descriptive analyses: customer profiling and segmentation, identification of commercial zones, analysis of store performance and potential profitability - a well-researched companion to sound decision making.
• Explanatory analyses: not just an overview, but a detailed assessment of market conditions in a specific area, including key factors that explain a particular store's performance, optimized market penetration and sites with the highest potential for success.
• Predictive analyses: planning the future with much accuracy is a cornerstone of Indicia's success and reputation. Identifying future clients, forecasting the results of an eventual direct marketing initiative, determining who will buy new products in which new stores - Indicia has replaced the crystal ball with solidly backed up, highly reliable and actually verifiable proof.
And while Indicia's success as a master of growth has been proven many times and benefitted many clients over the years, the very nature of fact-based marketing and its data-centric approach makes it difficult to share actual accomplishments and results for our clients without revealing confidential and sensitive information.
Yet even without actual company names or specific details, the following extensive list of areas where we have applied our expertise, and the numerous services we have provided in each case, attest to Indicia's unique adaptability to any field, company, requirement or challenge.
Information gathering
- • Extraction of marketing and statistical information from raw corporate data and loyalty systems databases
- • Consolidation of corporate data
- • Expansion of corporate data using over 3,000 available demographic variables
- • Gathering of data on the competition
- • Creation of a zone of reference (market size)
- • Geopositioning of clients, stores and competitors
Descriptive analyses
- • Customer origin/destination - where do customers come from?
- • Identification of commercial zones - how far are customers willing to travel to shop at a given store?
- • Profiling of commercial zones - who lives in the commercial zones, and what makes these zones different from one another?
- • Segmentation and identification of most profitable clients - who generates the biggest revenues and profits?
- • Customer profiling: lifestyle and life-cycle stage - can explain store performance
- • Impact of competition on sales - can explain store performance
- • Customer targeting - optimization of postal distribution
- • Purchaser profiling/product mix - who buys what
Explanatory analyses
- • Market penetration and coverage - identification of under-penetrated zones
- • Market segmentation - where is the money?
- • Model to justify sales and growth potential - what are the factors that explain store performance?
- • Assessment of performance and site ranking - what are the factors that explain store performance?
- • Customer acquisition - where will future customers come from?
- • Optimization of media coverage - which are the best media to use to reach the targeted population?
- • Site selection - what would be the best site to open a new store?
Predictive analyses
- • Response and profitability model pertaining to direct marketing initiatives - which customers respond favourably to offers?
- • RFM models (Recency Frequency Monetary) - who to contact for the next direct marketing initiative
- • Long term value model - who are the best customers in the long term?
- • Wallet share - how much money do you draw from your customers in relation to their overall budget?
- • Retention/attrition model - which clients will soon no longer purchase merchandise at your stores?
- • Cross-sales analyses - which products could be part of a cross-selling initiative?
- • Optimization of distribution/retail network - where should your new stores be located?
- • Reconfiguration of sales territories - has your sales force been attributed a balanced territory in terms of potential?