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Easy Analytics Everywhere

TM

““Mining Value In Marketing Campaign DataMining Value In Marketing Campaign Data””(Domenico Greco – Aster Group President)

©2008 E

xeuras.r.l. –

Confidential and P

roprietary

Powered byPisa, 16th December 2008

2008/12/16 © 2008 ASTER – Confidential and Proprietary Page 2/14

ASTER Group Profile from Dealership to Leadership

Our company’s life time assets – 4 transformation phases

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Matching Business Needs & Customer Value

Sustainability and competiveness continuously driven:

Gap analysis on B.U.: what customers should buy?

Cluster analysis on customer “life time value”: which customer contact, when and how?

The results are merged to determine the operating budgets for One-to-One marketing campaigns, thus optimizing the allocation of resources: time, budget, information, and human resources.

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The Challenge: to exchange experience with analytics

Learning by Doing

> 1.000 Per year

Yearly transactionaldata on over

500M €

Customer Data for 300,000

customers

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Business Analytics Needsthe collaboration with Exeura

1. What’s the value of our MKTG campaign? We need to define an effective concept of value created by MKTG campaign. We need to accurately forecast the results of each campaign;

2. Why MKTG campaigns generate value? We need to discover on a short time the key variables that determine the success of a marketing campaign;

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Business Analytics SolutionMarketing Effectiveness Index

How does a MKTG campaigns create value? What’s the real effectiveness of a MKTG campaign?

Actual value – economic flow produced during the period of time for the evaluation; EI (IE) = effectiveness index

Potential value – prospected economic flow generated after evaluation period. PEI (IEP) = potential effectiveness index

General Effective Index: GEI (IET) = IE * IEP

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Step 1: Campaign Assessment by GEI

GEI distribution

0200400600800

1000120014001600

0 100 200 300 400 500 600

campaign ID

GEI

GEI per type

-

200

400

600

800

1.000

1.200

1.400

1.600

MKTG Auto

MKTG Auto

MKTG Auto

satis

faction

satis

faction

satis

faction

satis

faction

satis

faction

Service

MKTG

Service

MKTG

Service

MKTG

Service

MKTG

Service

MKTG

Service

MKTG

Service

MKTG

Service

MKTG

Service

MKTG

Service

MKTG

Service

MKTG

Service

MKTG

Service

MKTG

type

GE

I

We applied this model to our CRM DB: this was the first time we were able to order our MKTG campaign by effectiveness

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Step 2: Campaign Value Prediction

why MKTG campaigns generate value ?

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Insights in Customer Behaviors

By analyzing the information we learned aspects of our customers

not well known or understood before:

The average life time of the relation with the customer;

The average of KM our customers make in life time relation;

The seasonality and cycles of our customer visits

The purchasing patterns (cars and services)

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Insights in Value Drivers

By Leveraging Multivariate regression model we have discovered:

The customers redemption is different according to the shop and

to the salesman related with the customer;

The automotive brands and models that are likely to produce

positive customer response to a marketing campaign;

The most profitable stages of a customer relationship.

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Integrating Analytics with“Marketing Decision Making”

Customer DB 1

OptimumMarketing Variables2

MKTG Campaign 3

AttendedValue4

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Gap Analysis Customer analysiisBusiness analytiics

MKTG Programs

B.U. A

B.U. B

B.U. C

K.P.I. Value drivers

Our new Business Model poweredby Business Analytics

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About Exeura & Rialto 2008

Exeura is 8 years old spin-off of University of Calabria with offices in Chicago, Milan, Cosenza and soon Frankfurt

Leverages 20+ years of leading edge research and innovation funded by government grants and tested in early market trials

Over 15 market trial applications in the areas of health care, finance, insurance, government and intelligence

Rialto 2008: Easy Analytics Everywhere

Exeura Academic Program provides free access to instructors and researchers as well as highly discounted licenses for UniversityAdministrative Offices