XX is a leading home shopping brand, which provides the high-quality and carefully-selected family life products, such as daily necessities, home appliances, digital electronics, beauty and skin care, apparel, nutrition & health care, cultural gifts, and etc.
With multiple channels of service system- TV, network, telephone, XX Company could meet the shopping needs of consumers. With the development of multimedia commerce, more and more customers could accept the new shopping methods. XX Company is faced with bigger market and more challenges. It becomes the urgent issues to be resolve by XX Company about how to increase the market share, maintain the profitability, and take advantage of the complementary effect between multiple channels.
1、Take advantage of the proactive marketing advantages and capabilities of the Call-Out Center.
2、Improve the marketing accuracy under the existing configurations.
3、Improve the product arrangement better.
4、Seize the dynamics of customers proactively.
The company selects IBM SPSS Modeler as the tool for precision marketing project. After completely learning the marketing model and development direction of XX’s Call-Out, it adds five major models to the existing business model to achieve precision marketing, including: potential customer rating model, customer segmentation model, product recommendation model, sales volume prediction model and customer churn model.
To use the results of model analysis in a fast, more convenient and efficient way, the above model is directly connected with the XX Company's new generation of callback system. The model imports the analysis results in the business system based on a daily/weekly/monthly or real-time basis, so as to maximize its guidance effect.