Driving Campaign Profitability using Analytics

Author: Chirag Soni

From time to time enterprises run various marketing campaigns. The objective of marketing campaign could vary. Some of the campaigns are targeted customers to bring in additional revenue from the existing customers.

Campaign Analytics involves various types of analytics to drive marketing effectiveness and customer experience.
For example, a bank design and execute campaigns for increasing their customer base, cross selling their products or increase the loyalty of their existing customers.

Some of the commonly used offer constructs are
• Cash rewards for enrolling into new services
• Reward or loyalty points for spending above a limit or increasing their balances

Credit Card segments and expected goal for each of the segments are illustrated below.
Credit Card Campaigns v2

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