Internal Data Analysis and Data Mining

Data Mining

Internal Data Analysis and Data Mining: Unleashing the Power of your own Data

Analysis of Internal Data can give a complete view of customer behaviour with an organisation.

As a first priority we can identify the 10-20% of customers which contribute the 65-90% of profit to an organisation.

It is there for all customers.

It is longitudinal and customer can be analysed over time.

Increasingly accessible through improved and more cost effective information technology

It is a powerful foundation for further primary research.

Deliverables and Outputs from Data Mining & Internal Data Analysis

  • Strategic Analytical Insights about Important Aspects of Existing Customers behaviour
  • Initial Segmentation of Existing Customers based on Behavioural characteristics
  • Identification Opportunities for Value Creation amongst Existing Customers
  • Greater understanding of the value of Internal data and recommendations for improvement and development
  • Customer Data at the Individual Level which can be used to calibrate other customer research studies – eg. Satisfaction studies.
get a true market picture and accurate customer segmentation

But the single most significant benefit of data mining is that management is empowered with MUCH more relevant information for better decision making.

One client saved $14M in modified promotional spending after analysis by our consultants!

Why Use Internal Data?

Customer Data at the Individual Level can be used to calibrate other customer research studies.

Internal analysis puts marketing and customer investments in perspective.

You get a true market picture and accurate customer segmentation

Data Mining feeds CRM strategy

Understanding Customer Information flows, analysis and comparative re- analysis delivers an organisational learning environment with an ever increasing knowledge of customers

Comparability with operational CRM systems. Data Mining and superior internal data analysis delivers the customers intelligence required for effective CRM operational implementation.

Data Mining Key Benefits

Increasingly accessible through improved and more cost effective information technology. Delivers cost effective and immediately actionable data for each customer.

Powerful foundation for further primary research. Understanding internal customer behaviour facilitates more targeted market research based on customers actual behaviour – eg. Lapsed Customer research and cross sell opportunities.

It is there for all customers. Whilst the breadth of data is narrower than traditional market research the data and metrics are there (and actionable) for all customers

It is longitudinal and current and past customer behaviour can be analysed over time. Attrition Acquisition Value Growth and Decline ….. At the individual customer level

Some deliverables

  • Strategic Analytical Insights about Important Aspects of Existing Customers behaviour

  • the concentration of value amongst existing customers...

  • Current Value – how much is a customer worth now.

  • Current Value by Product

  • Past Value – how much were customers worth in the past.

  • Value Volatility

  • Value migration

Launch Engineering's market research specialists have data mined huge databases for a plethora of companies... Banks, utilities, insurance companies B2B and consumer products companies... confidently satisfying the most stringent and meticulous IT controls and concerns.