Business Situation:

The client, a South-east Asia based oil and gas Retailer encountered a significant increase in customer churn at their gas filling stations despite

having a tried and tested loyalty program in place. This resulted in a 4.6 % drop in sales during Q2 2012. The business wanted to monitor and

control Customer churn at regular intervals.

The Task:

To develop and implement a program that monitors Customer engagement levels and attrition risk, measure business impact from Customer

churn, and develop actionable strategies to manage Customer Attrition.

Analytical Framework:

High value customers that left the business impacted sales significantly. Segments were developed to slot each high-value Customer on the

basis of recent purchase patterns. Movement of Customers across segments and over time was used to identify the level of ‘engagement’ the

Customer had with the Business. Segment-specific offers and campaigns were implemented to manage customer attrition. Results from the

campaigns were used to continuously refine targeting and messaging.

The Result:

• Based on the analysis, the Business was able to identify high value Customers at risk of attrition. Suitable Retention programs were

designed and implemented for these Customers.

• Business was able to more efficiently utilize its Retention budget as targeted customers consisted of only 15% of the overall customer base

• Sales in Q4 2012 were up by an average of 2.1 % as compared to the previous two quarters.

Analytics in ActionProactively Retaining your most Valuable Customers

Client: A Leading Petroleum Retailer

10%

39%21%

32%39%

24%30%

6%

# of customers Revenue contribution

0%

25%

50%

75%

100%

High Medium-High Medium-Low Low

YOUR PARTNER FOR

DATA ANALYTICS SERVICES

MANAGEMENT TEAMGLOBAL EXPERIENCE.

PROVEN RESULTS.

Roy K. CherianCEORoy has over 20 years of rich experience in marketing, advertising and mediain organizations like Nestle India, United Breweries, FCB and FeedbackVentures. He holds an MBA from IIM Ahmedabad.

Anunay Gupta, PhDCOO & Head of AnalyticsAnunay has over 15 years of experience, with a significant portion focusedon Analytics in Consumer Finance. In his last assignment at Citigroup, he wasresponsible for all Decision Management functions for the US Cardsportfolio of Citigroup, covering approx $150B in assets. Anunay holds anMBA in Finance from NYU Stern School of Business.

Buck ChintamaniEVP, Strategic Initiatives & Business DevelopmentBuck has extensive experience working with global clients across sectors.He was an early employee at Infosys, a founding team member at supply-chain software startup - Yantra, and part of the management team at RFIDsector startup - Reva. Most recently, he was the Vice-President for ServicePartner Strategy and Programs at product lifecycle management softwarecompany, PTC. Buck has an MBA from IIM Ahmedabad.

Kakul PaulBusiness Head, CPGKakul has over 6 years of experience within the CPG industry. She waspreviously part of the Analytics practice as WNS, leading analytic initiativesfor top Fortune 50 clients globally. She has extensive experience in whatdrives Consumer purchase behavior, market mix modeling, pricing &promotion analytics, etc. Kakul has an MBA from IIM Ahmedabad.

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MARKETELLIGENT, INC.80 Broad Street, 5th Floor, New York, NY 10004

1.212.837.7827 (o) 1.208.439.5551 (fax) info@marketelligent.com

CONTACT www.marketelligent.com

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