Who?

The profile of the customer

Communications planning starts with developing in-depth knowledge of the most strategic consumer prospects: Who are the consumers with the greatest conversion potential, based on current disposition toward the brand and alignment with brand attributes and equities? The answer is made up of a rich description, or biography, of prospects’ characteristics, lifestyles, values behaviors and differentiating qualities.

Customer Relationship Value (CRV) Segmentation – a true measure of value

The CRV framework, unique to Targetbase, is used for defining, evaluating, building, and monitoring brand strength by focusing on the relationship between the brand and its customers. It allows brands to strategically assess and manage their universe of consumers—in an objective manner—based upon the value derived from the relationship by both parties.

The CRV framework helps to guide strategy development and CRM/communication executions by examining the dynamics of the relationship.

For example, customers who are of low revenue/margin value but provide a high share of requirements to the brand may be targeted for business-building programs. On the other hand, customers who of high revenue/margin value to the brand but provide a lower share of requirement to the brand may be targeted for brand-building programs.

Prospect Identification and Profiling – the basis of a communications strategy

This discipline involves the classification of your customers and prospects into groups that share similar characteristics, making them eligible for the same type of communication strategy.

Targetbase uses primary and syndicated market research, along with any transaction data available, to identify a brand’s “best prospects” for new and existing products and services. This profile is then modeled within compiled list sources to create targeted direct and e-mail lists, and modeled to print and television data sources to maximize total targeted reach and conversion.

ROI Opportunity Assessment – evaluating your brand’s real potential

The ROI Opportunity Appraisal seeks to define the business case for your CRM strategies. It does so through an in-depth examination of your business or brand’s unique consumer dynamics, as viewed through sales, target audience, penetration, or other measures.

Using measures of return on investment (ROI) as the criteria for success, this appraisal provides you with an understanding of the relationship between consumer dynamics and brand financials, and how that relationship impacts the viability of CRM-oriented marketing as a strategy for growing the business.