Published on 15-Jun-2011
Validated on 03 Dec 2012
"My decision to opt for IBM SPSS Statistics was driven by a number of criteria... initially by the reputation of the company and its solutions, followed by ease-of-use and resilience, and, lastly, the human scale of the company’s teams: the sales contacts know their customers personally, which is very reassuring for small businesses like mine." - Chantal Sellier, Marketing Consultant
Chantal Sellier Consulting
Business-to-Consumer, Business Intelligence
Marketing consultant Chantal Sellier specializes in customer analysis and segmentation, and could not act effectively on behalf of her customers without powerful data analysis tools. Sellier chose IBM SPSS software to deliver services to her customers on donation collection, superstore retailing, loyalty card data exploitation and remote selling.
A simple, powerful and robust software solution that provides the ability to analyze and segment customer files running to many millions of rows and that is also backed by local support.
IBM® SPSS® Statistics was selected for its ease of use and resilience, as well as for the company’s reputation and personalized customer support.
IBM SPSS Statistics provides the ability to summarize information, develop customer profiles and track behavioral trends using basic data.
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Marketing consultant Chantal Sellier specializes in customer analysis and segmentation, and could not act effectively on behalf of her customers without powerful data analysis tools. “Although a spreadsheet program is good enough for small files, as soon as I need to process files running to many millions of rows, I need the right software.”
Sellier chose IBM SPSS software to deliver services to her customers in donation collection, superstore retailing, loyalty card data exploitation and remote selling.
Processing the exploratory aspects of data
“Since my customers have too little time, and sometimes too little expertise, marketing departments often call me in to process the exploratory aspects of their data,” explains Sellier, who conducts a lot of RFM (Recency, Frequency, Monetary) analyses.
Data volumes can grow very quickly when it comes to analyzing checkout receipts or financial transactions, for example. “I analyze what my customers’ customers are doing on the basis of thousands or millions of raw data items: it’s rather like building a house with millions of bricks,” continues Sellier. IBM SPSS Statistics provides the ability to summarize information, develop customer profiles and track behavioral trends using basic data.
Every company that collects customer information needs predictive analysis as the basis for decision-making
Companies are increasingly aware of the value of customer-related data, but that realization has long been the case among leading distance selling players. “In this industry, customer analysis is a basic
core skill, and one that is essential to the survival of these companies.”
The detailed sales segmentation techniques used by remote sales operators are now rubbing off on other sectors, and none more so than retailing, where increasing numbers of businesses are introducing the customer loyalty programs that generate quantities of data that marketing professionals are so hungry for.
Sooner or later all of this data can be analyzed to guide marketing strategies
“Potentially, every company that collects customer information needs predictive analysis as the basis for decision-making,” confirms Sellier. But there are still new data sources to be exploited, including analyzing the data generated by e-commerce websites. “This area is still relatively backward when it comes to analyzing customers; marketing based on web-generated data seems more difficult to implement and the potential value of customer data is not always appreciated,” she adds. Responding to this demand requires the use of powerful, easy-to-use software solutions. “My decision to opt for IBM SPSS Statistics was driven by a number of criteria... initially by the reputation of the company and its solutions, followed by ease-ofuse and resilience, and, lastly, the human scale of the company’s teams, by which I mean that the sales contacts know their customers personally, which is very reassuring for small businesses like mine,” concludes Sellier.
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Products and services used
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