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Our client's credit card marketing team has used the expertise of one of our
consultants on various marketing campaigns.The objective of these campaigns was to increase
up-selling, cross-selling, to increase spend, and to launch new products.
The expertise that our consultant contributed to the campaigns,
was in providing expertise in profiling anlytics which our client used to identify suitable
customer groups for market segmentation. Our consultant also analysed previous customer behaviour
in order to be able to classify customers into behavioural groups. This enabled our client to send
different messages and propositions to be sent to different behavioural groups of customers.
For example, some customers are motivated by reward schemes, such as Fly-Buys or Air
Points while others are motivated by lower interest rates, card fees and
additional benefits like free travel insurance.
By analysing the behaviour of individual customers,
our consultant was able to assign the customer to a behavioural group, and thus enable our client
to send the right offers to the right groups. This increased the effectiveness of the campaigns dramatically.
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