Advanced Analytics

Powering the entire customer lifecycle

DEPLOYING ADVANCED ANALYTICS TO DRIVE COMMERCIAL GROWTH

Turning customer data into real understanding and responding to it strategically presents challenges for many businesses of all sizes across all verticals. Challenges such as limited resource, knowing where to prioritise that resource to focus on the most commercially effective initiatives, getting bogged down in data manipulation and an inability for small internal teams to be experts in all tools, methodologies or languages are just a few of the challenges faced.

This is where hurlot can help. We have a network of expertise across all platforms, languages, tools and methodologies, from journey analytics to attribution, from Google Analytics to Adobe Analytics, from SAS to 'R' to Python and much more. This means we work with our clients to:

Provide guidance on best practice
Provide analytics implementation capabilities including business requirement, tracking specification, tagging, testing etc.
Provide additional resource to meet core business challenges
Develop an organisation wide data & analytics strategy

However where our work makes the biggest commercial difference is when using our advanced analytics capabilities to power all stages of the customer journey:

Media Science: Attribution modelling; identifying how marketing channels are driving commercial objectives.
Conversion Science: Conversion optimisation in e-commerce / digital and conversion optimisation in store via category / range analytics and customer modelling.
Value Science: Based on work by Fadar, our approach to customer lifetime value analysis is focussed on combining a traditional LTV model with propensity modelling to predict expected future lifetime value.
Journey Science: We provide multi-channel / omni-channel customer journey analytics (digital, bricks and mortar and across both, where possible)
Loyalty Science: Identifying who your most loyal customers area and what drives their behaviours, so that you can drive those behaviours in other customers and acquire similar customers.

ADVANCED ANALYTICS SERVICES

Digital & Customer Journey Analytics

Understanding what is happening across your digital properties and across the customer journey to identify how performance can be improved. Includes; requirements gathering, tracking specification, tool configuration, dashboarding, insights & more.

Media Spend Optimisation

Identifying which media channels contribute to sales and optimising your media budget to maximise ROI. Find more customers and reach them cost effectively.

Descriptive Analytics

Diagnose and describe what is happening and why. Then use that insight to optimise commercial outcomes.

Predictive Analytics

Predict what your customers will do, what they will buy, when they will leave and what will make them engage.

Expected Customer Lifetime Value

We identify the current lifetime value of your customers and then predict expected future lifetime value, enabling experiences to be developed to make your most potentially valuable customers your most loyal.

Micro Segmentation

Create small meaningful groups of your customers to fully understand how your customers behave, enabling customer engagement strategies that maximise commercial upside.

OUR APPROACH TO EXPECTED CUSTOMER LIFETIME VALUE

EXAMPLES OF OUR IMPACT

+ 95%

Category Growth Through Smarter Pricing:

Doubled category sales and units by identifying price sensitive customer and products important to them.

< 3 weeks

Calculating Lifetime Value:

Delivered an end to end customer CLV (Customer Lifetime Value) model within 3 weeks for a Premier League Football Club.

~60%

Improved price perception:

Made a 60% correction to a retailers 'Key value items' which enabled them to invest correctly in items important to price sensitive customers, resulting in a NOK63m sales improvement.