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Data mining, segmentation, life styles

Some tools to :

  • Transform the information available into knowledge of the clients
  • Set up communication actions adapted to the consumer universe targeted
  • React quickly in the event of risk on a defined part of the clientele

The approach consists in conducting a behavioural segmentation of the clientele by using all the data the company has at its disposal, on each of its clients..

The key stages

Processing past statistics available about the clients of the company

  • The data comes from all the available sources of the client relationship : transactions, invoicing, information from customer service / complaints, communication channels, responses to marketing actions, socio-demographic information…

Creating an operational segmentation

  • From the behavioural data and the past history of the client, a certain number –usually, 6 to 10- homogeneous segments should appear. These segments cover 100% of the clients of a company.

Recommandation marketing

  • This stage consists in interpreting in a qualitative manner the profiles of the segments of the clientele created. From this interpretation, a summary report with recommendations will be issued.

Proposition to insert indicators into the dash board

  • It’s at this stage, that it will be possible to produce a model of the indicators to be inserted into the dash board and in particular the risks of losing a client.

Kheolia’s competitive edge

A customized support, over time
The principle of Data Mining and client knowledge is to approach the data without a priori, without a standard format, to allow the trends to emerge and create customized models. The different results proposed are the possibilities which are very likely. The results of segmentation can give rise to strategic reorientation on which Kheolia will support you.

For several years now, Kheolia has supported us in gaining a better knowledge of our clients, their profile and their expectations. Kheolia are helping us to make horua.fr develop in such a way that the client is constantly the centre of our priorities. The scope of Kheolia’s skills and its expertise in retailing guarantees a high quality service.


Michel Nehlig
Managing Director, houra.fr

Kheolia has made a commitment to Esomar

Respectful of the ethical code in favour of good practices and consumer protection, Kheolia Institute has joined Esomar, the association for survey professionals which now has a worldwide coverage.


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