AnySite Segmentation for Predictive Analytics
Add a powerful, new dimension to customer profiling
Target your marketing efforts and campaigns to the specific customers who are most likely to buy particular products and patronise certain locations, thereby increasing cost efficiency and market effectiveness.
Add a Powerful, New Dimension to Customer Profiling
The AnySite® Segmentation Plug-in takes predictive analytics to a higher degree of sophistication, allowing you to extract even more value from your business data and on the ground presence. It provides the capability of performing customer profiling and spatial analysis to better understand who your customers are and what their key behavioural preferences may be. By quantifying customers in this manner, AnySite enables organisations to have better knowledge around their customers, store network, community, and to be more efficient in acquisition, retention and service delivery strategies..
The Segmentation Plug-in is an optional add-on module for AnySite® Australia – a leading decision support tool for leaders in retail, real estate, telecommunications, financial services and the public sector.
Beyond Census
Segmentation provides a way to discriminate between customers and communities that may look similar demographically, but behave differently. Demographics alone do not explain lifestyle, purchase behaviours, product preferences or media preferences. Segmentation attempts to answer the Who – What – Where questions related to customers and markets. Who are my best customers? What are the lifestyle, product and preferences of my best customers? Where can I find high concentrations of my best customers?
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Support of a Wide Range of Profiling Methods
The Segmentation plug-in offers users a number of methods to define the customer or market segment make-up. A customer profile can be used if you have access to customer data, like in the case of a bank or retailer with a loyalty card. This can help determine your customer make-up for comparison against a geographic index. Alternatively, if you know less about your customers, the market or trade area profiling is useful to compare potential markets or trade areas to those of your existing markets and locations to better evaluate potential.
Finding Your Most Valuable Customers
The AnySite Segmentation plug-in lets you filter clusters to highlight your best and worst customer segments. You can remove unstable clusters and clusters whose sample size/count is too low. Once you have selected a profile, the Segmentation plug-in supports thematic rendering for these profile results: Estimated Customer Population, Effective Population, Penetration Index, Volume Index and Estimated Demand. If you wish to change the profiles to compare against, you can do so quickly and easily - on the fly.
Results from the Segmentation plug-in are readily available for further analysis within AnySite. For example the profile results can be used to automate the generation of trade areas.
Furthermore, the module’s standard reports can be quickly modified to display information in the format you prefer. Alternatively, you can easily create new reports.
Sister Store Correlation
Sister store correlation functionality enables users to create trade areas around sister stores, append the data they may have for each store (such as store sales, year opened, number of competitors, etc.) and then correlate potential sites against the sister stores (with similar characteristics such as density class, market or maturity).
The ability to correlate or find “analogs” between existing and proposed store trade areas helps to make it easier to identify and predict the sales potential and likely merchandising mix for new locations.
Data Support
In Australia the Segmentation Plug-in currently utilises the CAMEO Australia geo-demographic segmentation system in tandem with specialised capabilities within AnySite to provide users with the ultimate analytical tool for customer, community profiling and market analytics.
CAMEO goes beyond demographics, incorporating consumer lifestyle which provides valuable insight into your customers, communities and markets that can be translated into better site location, community, merchandising and marketing strategies. CAMEO classification system segments billions of consumers in over thirty markets worldwide. Each classification has been built at the lowest geographical level available using national census, geographic registers and other complimentary data to provide systems for profiling, analysis and targeting.
Profile the Globe
Working alongside the CAMEO country classifications, the CAMEO International system helps you take a single global view of your customer base. The CAMEO International system reflects a clustering of the CAMEO data for individual countries, each of which is assigned an International code of 1 to 25 categories based on Affluence and Lifestage.
CAMEO International enables you to profile all your customers with a single classification system, regardless of their nationality. This means that once you profile your customers in the domestic market, it can be used to identify your best prospects in any other country, ultimately helping you to enter new markets and find the most profitable prospects in new places.