Segmentation

Our models help clients define refined targeting profiles. We start with typical segment performance indicators for the sector:​

• Segment size​
• Average profitability
• ​Propensity to churn​
• Net promoter score (NPS)
• ​Average tenure

Further micro-segmentation into smaller and homogenous sub-segments facilitates:​

• Customer engagement​
• Purpose (TV, VoD, recording, etc.)
• Day of the week​
• Time of day​
• Channel (movies, sports, kids, news, etc.)
• Number of products​

Leverage data insights at this micro-level with precise messaging and offers:​

• Tailor packages to specific segments
• ​Identify triggers indicating risk or opportunity
• ​Improve customer response to promotional offers
• ​Increase number of new customers per month
• ​Increase retention and reduce churn

Solution Capabilities​

• Identify common traits in behavioral activities, attitudes and loyalty to enable specific targeting​
• Group customers into subsets so marketing and product bundling is deployed at a personalized level for maximum impact
• Identify target segments for automated campaigns such as upselling or cross-selling, or campaigns to reduce churn probability