Data Analytics
Using customer segmentation and data analysis, we help you to understand what the future looks like; where your business is going and how customer behaviour is influencing its trajectory. Ginger Black positions itself as a partner that not only provides data insights but also collaborates closely with clients to implement strategies that drive tangible business outcomes
Customer Profiling
Our passion is understanding how predictive analytics can enhance customer engagement and drive sales in retail businesses. We go beyond RFM and use over 600 unique ingredients to rank your customers from those with the highest propensity to purchase down to those who are unlikely to engage .
Propensity Modelling is key to ensure your marketing messages reach the right customer in the right way
Attribution
How do you identify if a sale has been driven by a catalogue/store visit or through web browsing or a targeted email? Often more than one marketing activity will have influenced a sale, and it is difficult to ensure that each sale is attributed to the right channel. We work with clients to define business rules and ensure campaign response and ROI can be calculated with more accuracy
Mailing Selections
Implementation of the propensity model is an integral step in ensuring mailing campaigns remain profitable. Your database of customers is constantly changing, but we aim to drive efficiencies and remove wastage by understanding who to mail, with what and when
Data Feeds to Evolve Your Digital Marketing
Feed segmented customer data into digital platforms to:
• Advertise succinct and relevant messages/offers/products
• Run multiple campaigns at one time
• Test paper contacts vs social vs email and variations of
• Improve the results of digital campaigns
Customer Lifetime Value - LTV
Using scenario-based modelling, Ginger Black Lifetime Value reports split out customers across range of different metrics, for example how many new customers recruited via cold data, go on to purchase again within 6 months?
How much do they spend?
Is there a specific product/category that customers are recruited on that then generates a higher LTV than customers recruited with other products?
This then extends out to further customer journey analysis, mapping out the likelihood of customers to purchase one product over another based on their purchase history
New Customer Acquisition
Ensuring maximum growth by understanding what marketing is driving new customer levels, how the marketing might be improved and the affect across other marketing channels/customer journey marketing campaigns.
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We measure acquisition channels to understand what source/channel drives:
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Highest ROI on up-front investment
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Highest repeat purchase rates
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Highest lifetime value
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The effect of product and/or category on LTV
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Seasonal trends
Data cleansing
Data Cleansing is vital for accuracy, compliance, efficiency, customer satisfaction, and security.
Regularly cleaning and validating customer data ensures less waste, reduces costs, enhances marketing efforts, and protects your business from legal and financial risks
