MARKETING MODELLING AND OPTIMISATION

Anticipating the behaviour of your customers can be a short-cut to more sales or can help rescue customers thinking of leaving. Behavioural and predictive modelling can help identify customers likely to engage with services or products and those at risk of leaving. These models analyse factors such as demographics, purchase history, engagement metrics, customer satisfaction, and service issues to predict the likelihood of a desired outcome. 

Using advanced techniques, including our proprietary tool, Archetype, we help businesses implement targeted interventions like personalised marketing campaigns, loyalty programs, and proactive customer support. This reduces churn, increases customer lifetime value, and fosters brand loyalty. 

Schedule a call to see how Jaywing’s models can drive better business outcomes. 

In today's competitive landscape, reaching your customers with engaging, timely, and relevant content is crucial. Whether through email, direct mail, digital marketing, customer service, collections, or tailored website content, our proposition places customer data at the core of your targeting and segmentation. This ensures that your communication is as effective as the message itself. 

Optimisation and personalisation empower organisations to make the most profitable decisions at the customer, segment, or product level, considering business requirements, regulatory rules, and data limitations. Working with Jaywing to solve optimisation problems can address a wide range of business challenges, ensuring that each decision leads to the best possible outcome. Examples include: 

• Loan Pricing: Determine the APR for risk bands/segments to maximize overall profit while ensuring at least 50% of loans are written at the headline rate. 
  
  
• Outbound Email Campaigns: Select the best product to promote based on customer data and profitability metrics to maximize profitability or volume objectives. 
  
  
• Broker Insurance Pricing: Balance customer retention with profitability by setting optimal sales commissions, complying with FCA rules, and meeting sales targets. 
  
  
• Product Pricing: Set prices that maximize income based on profit margins, sale elasticities, supply constraints, and business targets. 

Marketing Mix Modelling (MMM) allows you to identify the drivers of sales, both internal and external, and adjust your marketing plan to account for these factors. While our Attribution service provides insights into the value of individual marketing actions from a bottom-up perspective, MMM offers a top-down approach. It examines macro-level external impacts, such as competitor activity, seasonality, weather, and economic forecasts, to understand how these factors influence sales activity, alongside your regular marketing. 

By leveraging a MMM, businesses can gain a comprehensive understanding of how marketing, internal, and external variables affect their performance. This holistic view enables more informed decision-making and strategic planning.  

Collaborate with us to harness the power of econometrics and optimise your marketing strategies to respond effectively to external influences, driving sustainable growth and competitive advantage.

Learn more about our approach to MMM and if Jaywing is the right agency for you.