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Business Intelligence for Direct Marketing

Dimodelo Solutions has built a Business Intelligence solutions for a direct marketing organisation (i.e. A lottery). Direct marketing is becoming increasing competitive with more complex and varied interactions with potential clients and customers. What has worked in the past, may not work in the future and marketers are turning to more sophisticated data mining and machine learning techniques to maintain and increase profitability.

We can help you:

  • Use the underlying information captured in a Direct Marketing BI application to use machine learning/data mining to predict customer propensity to buy, lapse, attrite, become an automatic buyer etc.
  • Use this intelligence to better target marketing campaigns and increase profitability for the lottery.
  • Improve the productivity of staff required to produce reports and analysis of performance. Free them to spend more time analysing and using information and less time producing it. Automate the production of daily reports of performance analysis and trends.
  • Discover and report historical trends on Customer numbers in various statuses (Current, Lapsed, Attrited etc.) and the movement of customers through these statuses. Analyse customer behaviour based on RFM status, demographics, responses, marketing campaigns, Origin lottery, origin marketing campaign etc. Use machine learning to understand what drives customers through each status.
  • Analyse and report on Sales by Lottery, Marketing campaign, Customer Type, RFM and Status, Customer demographics, Origins, Agent, Response type and Number etc.
  • Analyse and Report on marketing efforts by Campaign, Customer Type, RFM and Status, Customer demographics, Origins, Agent, Response type and Number etc.
  • Telemarketing
    • Understand how your telemarketing team is performing against targets and benchmarks on key measures like sales, penetration rates, conversion rates etc. Breakdown that performance by agent, lottery, marketing campaigns, client type and demographics, client FRM status, and Origin etc. Report on whole of organisation, team and individual performance.
    • Provide daily feedback to agents through a personalized dashboard, allowing them to understand and adjust their performance on key efficiency measures that affect organisational objectives.
  • Provide Board reports on key performance indicators related to lottery profitability and the drivers of profitability. Report on the financial and operational health of each lottery.
  • Report profitability of each lottery. Breakdown revenue by marketing campaign etc. Understand costs at a marketing campaign level as well overall indirect costs at a lottery level.

Understand prize breakdown of each lottery and compare that to profitability and other measures of lottery performance.

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