A SlideShare that quickly explains three essential ways marketers can leverage data analytics to make more effective decisions and drive more favourable outcomes.

1. 3 of the best analytics
techniques for
data-savvy marketers
Discover how you can leverage data
analytics to understand your customers
better and drive more favourable outcomes.
apteco.com

2. Imagine you’re
Sherlock Holmes
apteco.com
2
3 of the best analytics techniques for data-savvy marketers

3. As the resident problem-solver,
you’ve been tasked with making
sense of the crime scene.
apteco.com
3
3 of the best analytics techniques for data-savvy marketers

4. That crime scene is the vast landscape
of customer data, and working out what
it all means is not always easy,
apteco.com
4
3 of the best analytics techniques for data-savvy marketers

5. You may already have some clues.
For example, your customer churn rate
is strangely higher than you expected.
apteco.com
5
3 of the best analytics techniques for data-savvy marketers

6. So you ask yourself:
How do you recognise customers
who are most likely to lapse?
apteco.com
6
3 of the best analytics techniques for data-savvy marketers

7. The answer is hidden
in plain sight.
You just need to know how and where to look.
apteco.com
7
3 of the best analytics techniques for data-savvy marketers

8. You need data
analytics tools to
expose any hidden
truths and unravel the
marketing mystery
apteco.com
8
3 of the best analytics techniques for data-savvy marketers

9. Gain an in-depth
understanding of
your customers
apteco.com
9
3 of the best analytics techniques for data-savvy marketers

10. Gain an in-depth
understanding of
your customers
Make more
effective decisions
apteco.com
10
3 of the best analytics techniques for data-savvy marketers

11. Gain an in-depth
understanding of
your customers
Make more
effective decisions
Drive more
favourable outcomes
(higher conversion
rates, engagement,
etc.)
apteco.com
11
3 of the best analytics techniques for data-savvy marketers

12. Here are three techniques
you should know about
– and how to get started.
apteco.com
12
3 of the best analytics techniques for data-savvy marketers

13. Behavioural
modelling
apteco.com
13
3 of the best analytics techniques for data-savvy marketers
apteco.com
13
3 of the best analytics techniques for data-savvy marketers

14. Objective
Better understand the
factors involved in customer
decision-making, so you
can better predict what
they’re most likely to do in
the future.
apteco.com
14
3 of the best analytics techniques for data-savvy marketers

15. Questions you may ask:
What is my customer’s typical journey?
Are my predictions upheld when tested against known behaviours?
How do I reach my customers and prospects?
• How many interactions do they have before they purchase?
• Does it matter how long it has been since their previous
purchase?
• Are there combinations of products customers are more
likely to purchase?
apteco.com
15
3 of the best analytics techniques for data-savvy marketers

16. How to get started:
• Identify behavioural features within your past data. This can be split into
three categories:
1. Summary measures (simple metrics such as average spend and basket
abandonment rate)
2. Dynamic trends (such as a reduction in web visits or an increased
average linger time)
3. Sequence of events (a combination of factors that lead up to a
behavioural outcome)
• Lookout for these patterns in your customers’ current behaviour
• Predict their next steps by assigning a score to people based on what they
are doing now
apteco.com
16
3 of the best analytics techniques for data-savvy marketers

17. Look for a tool that offers:
apteco.com
17
3 of the best analytics techniques for data-savvy marketers

18. The ability to run the
model on multiple
historical dates
for evaluation and
application
Look for a tool that offers:
apteco.com
18
3 of the best analytics techniques for data-savvy marketers

19. The ability to run the
model on multiple
historical dates
for evaluation and
application
Options for fixed
point-in-time
modelling or event-
driven modelling
Look for a tool that offers:
apteco.com
19
3 of the best analytics techniques for data-savvy marketers

20. The ability to run the
model on multiple
historical dates
for evaluation and
application
Options for fixed
point-in-time
modelling or event-
driven modelling
Integration with
programming
languages such as
Python and R for
advanced analysis
techniques
Look for a tool that offers:
apteco.com
20
3 of the best analytics techniques for data-savvy marketers

21. Segmentation
apteco.com
21
3 of the best analytics techniques for data-savvy marketers
apteco.com
21
3 of the best analytics techniques for data-savvy marketers

22. Objective
Make your customer base
easier to manage by placing
customers into meaningful
groups that share common
characteristics.
22 apteco.com
3 of the best analytics techniques for data-savvy marketers

23. Questions you may ask:
How do my customers move within marketing segments over time?
How good is my business at retaining customers?
How can I increase engagement and my campaign response rates?
When are customers most likely to lapse?
apteco.com
23
3 of the best analytics techniques for data-savvy marketers

24. How to get started:
• Build segments that are meaningful to your organisation
using demographic, location, psychographic or behavioural
variables
• Choose to examine your customers based on a fixed point in
time or a reference point that is specific to the individual
• Run and review your segmentation reports
apteco.com
24
3 of the best analytics techniques for data-savvy marketers

25. Look for a tool that offers:
apteco.com
25
3 of the best analytics techniques for data-savvy marketers

26. The ability to
examine customer
segments at a point
in time and how they
evolve over time
Look for a tool that offers:
apteco.com
26
3 of the best analytics techniques for data-savvy marketers

27. The ability to
examine customer
segments at a point
in time and how they
evolve over time
Built-in segmentation
reports such as
migration, journeys,
and retention reports
Look for a tool that offers:
apteco.com
27
3 of the best analytics techniques for data-savvy marketers

28. The ability to
examine customer
segments at a point
in time and how they
evolve over time
Built-in segmentation
reports such as
migration, journeys,
and retention reports
Seamless data
export options for
swift execution in
digital and offline
marketing channels
Look for a tool that offers:
apteco.com
28
3 of the best analytics techniques for data-savvy marketers

29. Best Next
Offer
apteco.com
29
3 of the best analytics techniques for data-savvy marketers
apteco.com
29
3 of the best analytics techniques for data-savvy marketers

30. Objective
Boost conversions and
engagement by customising
your messaging and offer
to include relevant product
recommendations.
You may also like
Heeled boots
£75.00
Blue Skirt
£30.00
Knitted Jumper
Small | Yellow
Added to wishlist
30 apteco.com
3 of the best analytics techniques for data-savvy marketers

31. Questions you may ask:
What products can I cross and
upsell to my existing customers?
How can I identify customers’
wishes before they arise?
apteco.com
31
3 of the best analytics techniques for data-savvy marketers

32. How to get started:
• Access your customer transaction history
• Apply popularity and propensity weightings to determine which
product combinations are most popular, and what tendencies
individual customers demonstrate
• Your data analytics solution will crunch through the data for you,
showing you associations between your products, services and
what is commonly bought together
• Save ‘Best Next Offer’ as a variable for creating audience selections
• Take into account additional aspects such as seasonal effects,
current inventory levels, and profit margin
apteco.com
32
3 of the best analytics techniques for data-savvy marketers

33. Look for a tool that offers:
apteco.com
33
3 of the best analytics techniques for data-savvy marketers

34. Built-in AI, wizards and
machine learning
Look for a tool that offers:
apteco.com
34
3 of the best analytics techniques for data-savvy marketers

35. Built-in AI, wizards and
machine learning
Advanced predictive
modelling techniques
Look for a tool that offers:
apteco.com
35
3 of the best analytics techniques for data-savvy marketers

36. Want to learn more?
Download our free eGuide to get seven bonus
techniques you should have in your toolkit.
Download eGuide