This is about Cequity, who we are?

1. BE ENRICHEDBE ENRICHED
Hansa Cequity is a part of the RK Swamy Hansa Group.
The R K SWAMY HANSA Group is a leading multi-disciplined,
multi-location, marketing communication and services
group based in India and the USA.
From traditional advertising, media, interactive, activation,
outdoor, medical, research, consulting and content the
Group has been in existence for over 40 years, and is today
working with leading Indian and multinational companies.
www.hansacequity.com

2. Data
Customer
Experience
Analytics
Marketing
Strategy
From an era of agriculture where power existed within small communities of
people who lived and worked together, we moved into the industrial age. Here
centrally controlled global corporations seized power with their scale, financial
muscle and innovative mass marketing strategies to build and sustain
market-driven economies.
We now live in a world where data is the new oil. Technology is creating
information powerhouses, where consumers and businesses are seamlessly
connected, and where anyone with a device has the power to connect and
be heard.
At Hansa Cequity we bring hands-on business experience to help companies
reach out to every one of their customers. Individually, intelligently, optimally.
To enable this we have brought together people with diverse skills. Our data
integration specialists have the tools to work with big data; building
proprietary data cleansing algorithms, data transformation methodologies and
vertical-specific data models. Our analysts help build dashboards to provide
on-demand analytics to help our clients make intelligent decisions. And our
digital marketing and campaign specialists create and deliver innovative ideas
that can be measured.

3. Five Pillarsof Hansa Cequity’s Business
Data
Management
Platform
Customer
Insights and
Analytics
Platform
Hansa Cequity manages a
variety of data from different
sources for our clients.Our
data marts store millions of
unique customer profiles.
Data specialists at Cequity
have built both server and
cloud based platforms to
clean,refresh,catalogue,
enrich,maintain and manage
rich customer databases.
Our Customer Information
Grid offers value-adds like
PIN codes,geo tags,ethnicity
tags,home and job mover
data,social media overlays
and more.
Hansa Cequity has built its
reputation as being a
one-of-a-kind data-driven
marketing knowledge and
insights company.Our expertise
lies in understanding behavior
and uncovering usage and
buying patterns of people using
data.
We offer a range of services to
companies including marketing
analytics,loyalty analytics,
churn analytics, campaign
analytics,customer lifetime
value analysis,life-stage
segmentation,lead scoring,
social media analytics,content
analytics and more.
Campaign
Management
Platform
Hansa Cequity delivers
hundreds of customised
campaigns everyday. Our
campaigns are served via SMS,
email,phone,direct mail,the
web,on-ground and across
social media platforms.
Creative technologists at
Hansa Cequity are able to look
at data in real-time and
deliver campaigns that are
relevant and targeted to
micro-segments of client
databases.
We design experiments and
test multiple campaigns that
can be measured,tweaked
and scaled to get better
returns on marketing
investments.
Marketing
Optimisation
Platform
Should certain customers get
one product offer through a
call center? Should others get
a different product offer
through e-mail,or perhaps
mobile,such that overall
sales/profit is maximized?
Hansa Cequity’s Marketing
Optimisation Platform answers
vexing marketing questions
using past and real-time data
intelligence to help companies
optimise marketing spends.
Digital
Experience
Platform
Hansa Cequity delivers
intelligent digital
experiences for people on
digital and social media
channels by leveraging the
power of data and analytics.
We build experiences in the
form of apps,websites and
mobile properties.
By analysing and
understanding what works
in the digital and social
space,we create relevant
content.
We listen in on
conversations using our
online listening platform.
We even create and deliver
eCreative in the form of
email,apps,static and
moving content for brands.

4. What is Customer Equity?
Marketing Activity Brand Equity Customer Equity
Product and service quality
Advertising
Promotion
Segmentation
Channels of distribution
Customer service
Create strong customer preference
Create brand image and position
Deplete brand equality
Customer characteristics and benefit
segmentation
Multistage distribution system
Enhance brand image
Create high customer retention rates
Create customer affinity
Acquire products to see to the
installed customer base
Behaviourial segmentation
Direct distribution to customer
Create customer affinity
Brand Equity Vs Customer Equity
Source: Customer Equity: Building and Managing Relationships as Valuable Assets. Robert C. Blattberg,
Gary Getz, Jacquelyn S. Thomas | Harvard Business School Press
These are times of momentous change. People, empowered with real-time
technologies are changing the way they search for, identify and engage with
products, services and companies.
For companies too, the availability of tools to manage information and data,
new technology and communication platforms, means that they are able to
understand people and respond to their needs in real-time.
Writing in their seminal book - Customer Equity: Building and Managing
Relationships as Valuable Assets, Robert C. Blattberg, Gary Getz and Jacquelyn
S. Thomas argue that customer equity management is now possible because
of intersecting advances in four areas:
Affordable information technology
Low-cost communications
Sophisticated statistical modeling
Flexible fulfillment
Information-based targeted marketing is becoming more efficient and
effective than blanketed mass marketing.
As a result, mass marketing strategies that achieve targeted profits by
counting on more-profitable customers to subsidise less profitable ones will
fail as the more attractive customers are stolen away by competitors' targeted
acquisition efforts.
As customers gain near-perfect information on their alternatives, switching
barriers are dropping dramatically.
Companies that use the deluge of available data on customer purchase
behavior are acquiring new customers, retaining existing customers, and
cross-selling more effectively than those who do not. They can link their
insights with cost data to do so efficiently as well.
Companies can no longer depend on orderly vertical channel systems to
control customers' buying behaviors.
Companies that understand the asset value of each customer, and tailor their
marketing efforts (and their costs) to acquire and sustain the highest-value
assets, will trump less-focused mass marketers.

5. Customer
Planning and Strategy
Data Management -
Building and Maintainence
Analytics and Insights
Campaign Management -
Planning and Management
Customer Relationship
Centres
Social Media
Creative and
Content Marketing
Automotive
Consumerdurables
Banking
Direct-to-home
FMCG
Insurance
Mutualfund
NBFC
NGO
Publishing
Retail-grocery
Retail-fashion
Travel
Services
Our
services.
Across
verticals.