Marketing Analytics

ROI: return of $1.2M per annum (26X ROI) for a group of 40 brand, marketing & product managers.

Using AI to provide marketers with faster, more meaningful insights to support marketing strategy and help them reach target customers. Anna allowed marketing teams to obtain a personalised understanding of their current & target customers, with the ability to profile, deep diving across various areas - such as demographics, product behaviours/sales, channel preferences and loyalty.

Problems we were tasked to solve and audience

Helping marketers within financial services organisations:

  • 1.Enable marketers to more accurately understand their current & prospective consumers, learn how they behave based on actual consumption, more effectively communicate with them, and strengthen their brand loyalty.
  • 2.Identify high-value customer profiles to enable marketers to connect with the customers that best meet their campaign objectives.
  • 3.Helps quantify the impact that marketing initiatives have had on driving in-store and online sales.
  • Frequently used terms:

  • Customer acquisition
  • Customer profiling / targeting / segmentation
  • Brand loyalty
  • Purchasing Behaviour
  • Customer retention
  • CRM
  • Customer lifetime value
  • Audience

  • Brand managers / Brand management teams
  • Product managers / Product management & marketing teams
  • CRM / Customer acquisition / loyalty / retention / promotional teams
  • Data

  • 2 years of data, each row representing a customer snapshot (at a point in time) or transaction (by date)
  • Ability to profile by demographics (e.g. age, gender, household, postcode), tenure (new/lapsed customer flag), purchasing behaviour (e.g. product / brand mix, transaction amount/quantity) & custom segments.
  • Result delivered (sample questions)

    Sample Questions

  • 1.NEW CUSTOMERS ACQUISITION - “Anna, how many new customers do we have and which channels are driving the most new customers?”
  • 2.CUSTOMER GROWTH - “Anna, show me which customer segments have grown (or declined) over time”
  • 3.SHIFT TO DIGITAL - “Anna, which customers are increasing in digital adoption?”
  • 4.GROWTH - “What are our best and worst growing products & which customer profiles are buying these?”
  • Summary of value

    ROI

    Marketing, product & brand managers must build business cases to justify the cost & direction for new product or communication decisions. Before Anna, the process of gathering the required data and insights was estimated to take an average of 5 business days (40 hours) to build an accurate understanding of customer profiles & behaviours per each business case - with business cases often built of quarterly, 6 monthly or annual planning cycles.

    After the implementation of Anna - this was reduced to 2 hours - saving 38 hours per business case (approximately 1 week per business case). Across a team of 40 product & brand managers, this equated to a time-saving worth over $1.2M per annum (26X ROI) for a group of 40 managers in the pilot group building a quarterly business case, each additional business cases saving even more cost & time!

    Summary of value

  • CUSTOMER ACQUISITION - Teams can come up with a highly relevant strategy to attract new customers by identifying via new or existing purchase behaviour, product preferences, segment movement, etc.
  • NEW PRODUCTS / CAMPAIGNS - Teams can identify the latest trends by analysing customers reactions to different products or campaigns, by customer groups/segments
  • PERSONALISED TARGETING - Teams can run highly relevant member/customer targeting campaigns due to detailed customer behaviours identified proactively
  • Screenshots

    Pro-active insights

    Tasks such as creating your own reports or dashboards require the knowledge of where to navigate through your data for insights, but this has been proven difficult and time consuming.

    Using the power of AI, Hyper Anna executes millions of hypotheses to discover complex patterns in datasets. The most practical and relevant insights are then pro-actively delivered to your inbox. In contrast to large teams of analysts finding answers from data, Hyper Anna will single- handily do it in a matter of hours.

    In this example below, Hyper Anna automatically suggests a marketing manager to look at brands or categories that are under- or over-performing significantly, and importantly, the factors that contributed to this.


    Ask anything

    Getting insights from data is now as simple as asking a question.

  • Surpass the “create vs. consume” dichotomy of reports and dashboards by giving all users access to a self serve platform
  • Govern your data centrally but democratise access to all
  • In this example below, a marketing manager has asked Anna to analyse revenue by customer age segments.


    Hear it from our customers