To communicate better with their customers, brands need to know their customers better. Segmentation and profiling can give brands powerful insights. Segmentation is the process of dividing a customer base into groups that share certain characteristics. These include a variety of factors such as demographics and geography, and behavioural indicators like spending habits or the propensity to complete certain actions, for example, responding to a text message or purchasing one particular product variant over another.
Propensity modelling can analyse the relationship between the brand and the customer. It helps brands to predict and track what a customer is likely to do and when they’ll do it. These customer data insights help brands match personas with typical behaviours, enabling them to target each customer segment with relevant, personalised marketing communications.
Adobe experience platform
Adobe Experience Platform is the most powerful, flexible, and open system on the market for building and managing complete solutions that drive customer experience. Experience Platform enables organizations to centralize and standardize customer data and content from any system and apply data science and machine learning to dramatically improve the design and delivery of rich, personalized experiences.
SQL & SAS
SQL (Structured Query Language) is a programming language designed for managing data in a relational database. It’s been around since the 1970s and is the most common method of accessing data in databases today. SQL has a variety of functions that allow its users to read, manipulate, and change data. Though SQL is commonly used by engineers in software development, it’s also popular with data analysts for a few reasons:
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- It’s semantically easy to understand and learn.
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- Because it can be used to access large amounts of data directly where it’s stored, analysts don’t have to copy data into other applications.
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- Compared to spreadsheet tools, data analysis done in SQL is easy to audit and replicate.
Combination of Sql and Excel Dashboard are still utilised by number of organizations. Where as sas on other hand is very helpful in creating modelling and segmentations. Our experts are very well trained in utilizing both SAS and SQL to create look a like segments, behavioural segments, demographic segments.
