EXE CU TIVE E D G E
Answering questions
such as whom to target,
what to offer and
when to offer bring
a paradigm shift in
garnering customer
interest and loyalty.
customer targeting models. In most organizations,
such initiatives if implemented have the potential to
lay the foundation for similar opportunities with other
business functions such as planning, store operations and category management. When an organization reaches such a stage of maturity, that’s when
true “return on data” (ROD) is possible.
2. The three Ws …whom, what, when. Traditionally, marketers have used a uni-dimensional approach to target customers. However, results show
that these can be sub-optimal and might have an
adverse effect on customer loyalty and brand image.
Answering questions such as whom to target, what
to offer and when to offer bring a paradigm shift in
garnering customer interest and loyalty. These help
rank customers on their propensity to re-purchase,
and lead to preferential treatment of the right customers with the right product portfolio or allow marketers to understand when to offer disco V