MArketing Analytics

Aligned Value

Persuasive marketing efforts and lasting relationships are based on aligned values between your company and your customers.

If value earned by your company is high, but value provided to customers is low, you gain short-term profits, but lose customers.

Likewise, if the value earned by the company is low, but the value provided to the customer is high, you gain market share, but at an economic loss.

The optimal mix is to understand what customers perceive as value, differentiate your firm, and earn profit for the value you provide.

Beyond Segmentation

Segmentation attempts to place individuals into a group with others just like them. In practice, marketers find segmentation useful for messaging and content development, but quickly find segmentation limits targeting and deep customer understanding.

This is because traditional segmentation takes a "top-down" approach and ambiguities cause gaps or overlaps in customer segments. When precise targeting is required, no options exist.

Decile's approach begins not at the market or segment level, but at the individual level. With our ability to identify and address individual customers or prospects, customer understanding and engagement increases, efficiencies rise, and campaign results create a virtuous cycle of increasing customer understanding.

We've worked with populations of tens of millions of individuals and identified how each one would likely act. Contact us to see the difference.