Analytical Services

Task

  • Analytical ROI optimization of measures in the CRM environment
  • Create a transparent, consistent customer image firm-wide
  • Data-based management of the Esprit Friends program

Realization

  • Setup and operation of a data warehouse for Esprit (360° customer tracking)
  • Predictive modeling for analytical campaign planning and optimization
  • Potential studies, forecasting, and ex-ante evaluation of new communication measures and elements
  • Creation of customer profiles and segmentation as a basis for communication measures, such as in the personalization environment
  • Definition and provision of top-level analyses and KPIs for Esprit executive management, such as for regular business reviews
  • Multi-stage success measurement via drawing and control-group evaluation
  • Needs-based performance tracking and reporting, via automated analytical applications, for example

Success

  • Defined operationalizable customer profiles and demand segments for marketing communications
  • Implemented multiple automated analytical applications for different subject areas and operational altitudes
  • Developed analyses for the data grounding of strategic concepts and bases for investment
  • Optimized the campaign budget
  • Sales and activity uplift versus to the program control group

Customer Success

Task

  • Concept development, implementation, operationalization, operation, and ongoing further development/optimization of an international loyalty program
  • Annual outlining of the CRM strategy based on corporate strategy, customer requirements, and market developments (trends, technologies, etc.)
  • Ensuring that the strategic alignment is customer-centric and data-driven

Realization

  • Designing of a consistent end-to-end customer experience
  • Enhancing loyalty program attractiveness
  • Loyalty mechanisms increasing consumer engagement
  • Development of an end-to-end consumer-centric journey
  • (across all touchpoints)
  • Optimization of the consumer experience via end-to-end personalization
  • Introduction of a data insight-to-actions approach for developing data and insight-based concepts and strategies
  • Extensive usage of customer profiles and segmentation across the entire loyalty program to optimize the customer experience and boost the relevant business KPIs
  • Providing support to various areas (including non-marketing units) with data usage and insights
  • Development of a digitalization approach and implementation support
  • On-site support for optimizing the customer experience and building up usage of insights throughout the entire Esprit organization
  • Development and implementation of an omni-channel model
  • Development, implementation, and operation of a partner model that integrates franchises into the loyalty program

Success

  • Fifteen years of steady growth of the loyalty program measured by membership and business KPIs
  • 2017 EDDI Award: received Germany’s top prize recognizing successful dialogue marketing
  • Established a data and insight-based mindset ensuring customer-centric decision-making
  • Optimization of the consumer experience through personalization and loyalty
  • Supported the transition of loyalty program from print-oriented to digital and mobile-oriented

Insights Management

Task

  • Customer-centric and analytical consulting for various departments within the Esprit organization
  • Knowledge transfer throughout the entire Esprit organization
  • Gain insights and derive operational recommendations for business optimization

Realization

  • Setup and operation of a data warehouse for Esprit (360° customer tracking)
  • Predictive modeling for analytical campaign planning and optimization
  • Potential studies, forecasting, and ex-ante evaluation of new communication measures and elements
  • Creation of customer profiles and segmentation as basis for communication measures, such as in the personalization environment
  • Definition and provision of top-level analyses and KPIs for Esprit executive management, such as for regular business reviews
  • Multi-stage success measurement via drawing and control-group evaluation
  • Needs-based performance tracking and reporting, via automated analytical applications, for example

Success

  • Recognition of customer developments, identification of levers for optimization
  • Development of test concepts to optimize marketing communications
  • Development of technical concepts for automated reporting on central business KPIs via exploratory analytics applications
  • Increased sales through personalized communications
  • Optimization of the Net Promoter Score