| |
Adventity’s array of Asset Marketing solutions enables clients for making key strategic
decision such as customer acquisition, customer origination and customer value optimization
with greater ease and confidence. Various solutions are classified in three categories
-
Segmentation
Focused Marketing
Campaign Optimization
Segmentation
Segmentation is the process of identifying the right fragment of potential
customers based on common characteristics like demographics, life-style, income-level etc.
Multiple Benefits of Segmentation include Aid to understanding the portfolio, Design
marketing strategies, Design product / service offerings for the customer, Run focused
campaigns, Locate opportunity areas etc.
Focused Marketing
- Companies’ end-to-end Target Marketing Solutions
- Cross Sell Response Models, Optimal pricing, Customer Value Management, Campaign
Management
- Cross Sell Model | Phase I
- Asset-to-Liabilities X-Sell - E.g. Personal Loan, Two-Wheeler Loan, Overdraft
- Asset-to-Asset X-Sell - E.g. Top-Up, PL- to – HL Customers
- Cross Sell Model | Phase II
- Quantification of potential asset value of X-Sell
Campaign Optimization
- Enables business decisions around factors for campaign success
- Pricing, Product Offering, Promotion Channel
- Helps set criteria for right pricing
- Achieve Profitability
- Ensure customer buys the product at the offered price
- Support product positioning
- Facilitates Optimal Pricing Strategy
- Elasticity of Demand = Elasticity of Supply
- At low pricing, the response is high but overall profitability is low because of
thin margins, whereas, at high pricing also one would not get high profitability
because of low response volume.
- In order to maximize overall campaign profitability one has to strike a balance
between Pricing & Response
|
