Marketing Science


Target customer analysing

Definition : Customer segmentation is the practice of dividing a customer base into groups of individuals that are similar in their purchase behavioural patterns to marketing, such as age, gender, interests, past purchase patterns, and so on.

A Difference with profiling: Segmentation is often used in conjunction with customer profiling, but there are areas of difference. For instance, profiles are not suitable for identifying certain population segments: people with disabilities are usually split between multiple neighbourhood profiles. Likewise, gender segmentation is rarely associated with the neighbourhood. For other factors such as age and ethnicity, composite profiles can only support broad generalities.

Analytics based Customer Targeting

Our Analytics Machine Learning Engine provides the analytical model to identify new sales opportunities at your existing client accounts and your non-customer companies. Sales professionals need to identify new sales prospects, and sales executives need to deploy the sales force against the sales accounts with the best potential for future revenue.

The models estimate the probability of purchase at the product-brand level. They use training examples drawn from historical transactions and extract explanatory features from transactional data joined with company firmographic data. The Market Alignment Program, supports sales-force allocation based on field-validated analytical estimates of future revenue opportunity in each operational market segment.

“Revenue opportunity estimates are generated by defining the high percentile of a conditional distribution of the customer’s past purchase patterns, that is, what we could realistically hope to sell to your customer”

We describe the development of analytical models, by data models, and the Websites used to deliver the overall solution. We conclude with a impact of the business on these initiatives.

Product Propensity Model


Marketing Mix Modeling


Analytics-driven Remarketing