Database data mining
Many clients have databases that hold a wealth of information about their customers and their purchasing behaviour. Yet, in many cases, this valuable source of customer intelligence is not fully exploited for the insights it contains, which could have dramatic ramifications for marketing and communications strategy. In these instances, a quick snapshot analysis is conducted to explore and identify the key aspects of customer behaviour and their likely implications for marketing decision making. From this initial exercise, the priorities for further analysis are determined that will provide the necessary detail to exploit any marketing opportunities that have been revealed.
In those cases where the client has a clear wish list of analyses that he/she wants to run, it is a relatively straightforward matter to create the requisite briefs from this list to run the desired analyses.