Chantal Sellier Consulting

Marketing segmentation on a human scale

Published on 15-Jun-2011

Validated on 02 Dec 2013

"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

Customer:
Chantal Sellier Consulting

Industry:
Professional Services

Deployment country:
France

Solution:
BA - Business Analytics, BA - Predictive Analytics, Business-to-Consumer

Overview

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.

Business need:
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.

Solution:
IBM® SPSS® Statistics was selected for its ease of use and resilience, as well as for the company’s reputation and personalized customer support.

Benefits:
IBM SPSS Statistics provides the ability to summarize information, develop customer profiles and track behavioral trends using basic data.

Case Study

To read a French version of this case study, please click here.

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.

About IBM Business Analytics
IBM Business Analytics software delivers actionable insights decision-makers need to achieve better business performance. IBM offers a comprehensive, unified portfolio of business intelligence, predictive and advanced analytics, financial performance and strategy management, governance, risk and compliance and analytic applications.

With IBM software, companies can spot trends, patterns and anomalies, compare “what if” scenarios, predict potential threats and opportunities, identify and manage key business risks and plan, budget and forecast resources. With these deep analytic capabilities our customers around the world can better understand, anticipate and shape business outcomes.

For more information
For further information or to reach a representative please visit ibm.com/analytics.

Products and services used

IBM products and services that were used in this case study.

Software:
SPSS Statistics Standard, SPSS Statistics Base

Legal Information

© Copyright IBM Corporation 2011 IBM Corporation Route 100 Somers, NY 10589 US Government Users Restricted Rights – Use, duplication of disclosure restricted by GSA ADP Schedule Contract with IBM Corp. Produced in the United States of America May 2010 All Rights Reserved IBM, the IBM logo, ibm.com are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at: www.ibm.com/legal/copybusiness.shtml SPSS is a trademark of SPSS, Inc., an IBM Company, registered in many jurisdictions worldwide. Other company, product or service names may be trademarks or service marks of others.