Our Top Blogs on Customer Growth and Engagement Solutions for 2017
Posted by Luke Turnbull
December 20, 2017
I have the honour of curating the last of this year’s topic-specific Top Blog Collections. The blogs in my collection all focus on the customer, as we all should(!).
We’ve also created a top 2017 blog collection on Machine Learning, data science and credit risk solutions and Collections and Recoveries. We’ve veered away from our traditional “Top 10 Blogs” post this year, in order to create these blog collections based on topics that are tailored to our different audiences.
Here are the four blog posts (in order of popularity) that performed the best in 2017 on the topic of Customer Growth and Engagement. Read these posts for a recap of what you need to know when using data to inform your marketing and customer engagement strategy:
Machine learning is revolutionising how companies are capitalising on Big Data to develop their marketing strategies. While the term encompasses a broad spectrum of technologies and approaches, in a marketing context it can be used to improve targeting, response rates, and overall marketing ROI. To get a better idea of machine learning in practice, we have a look at how two of the world’s top retailers are using machine learning to improve marketing ROI.
McDonald’s mastered the upsell with one simple question at the time of purchase: “You want fries with that?”. Today, the generation and tracking of customer data, transaction data and purchase behaviour data are enabling companies to move away from a generic upsell and cross-sell to a personalised one, and machine learning is ensuring data-driven recommendations reach the right customer at the right time.
In this blog post, we look at how companies are using machine learning to personalise their approach and improve upsell and cross-sell effectiveness.
Here's a great visual overview of what you need to get started with a data-driven customer loyalty programme: the questions to ask before getting started and an overview of all the possible data sources to consider.
Effective communication helps us better understand and connect with those around us. It allows us to build trust and respect, and to foster good, long-lasting relationships. Imagine having this ability to connect with every customer (or potential customer) you interact with through communication that addresses their motivators and desires. In this blog post, I take a brief look at ‘customer segmentation’ and how it can foster the type of communication that leads to greater customer retention and conversion rates.
And with that, our series of Top Blogs of 2017 has come to an end. If you are currently looking for a solution to the ongoing challenge of how to identify customers with the best potential for growth, what to offer them and when to do so, read more about Genius. Genius Customer Growth uses Machine Learning to enable you to improve CLV and customer profitability by providing insights to help you understand your customer base.
About the Author, Luke Turnbull
Luke Turnbull was the Head of Customer and Lead Analytics at Principa, until the end of 2017, after which he returned to his home country of New Zealand. He worked in the financial services industry since 1995, during which time he worked in process, strategy and operational design across a range of organisations in New Zealand, the United Kingdom and South Africa. Luke had been with Principa for 9 years and led consulting engagements with Principa’s local retail clients across the customer lifecycle, with a particular focus on customer engagement and lead generation.