What: Customer Behaviour Segmentation
Who: UK Travel Firm
Client wanted to gain an insight into the booking behaviour, travel preferences & channel usage of their customer & prospect base across their brands, in order to develop a more relevant strategic and tactical approach to meeting the needs of their base.
Redsella automatically identified the different types of behaviour profile, how they were distributed across the base and, crucially, how they were changing, using a combination of AI (Neural network) and classical statistical techniques.
The results revealed where the opportunities and threats were for the business, as well as providing insight into how best to address both. Tools were provided to allow the client to label their base with segment membership and to expand & analyse any aspect of a segment’s profile, in order to tailor marketing strategy, product offering & resource allocation to maximise performance.
What: Pricing Optimisation System
Who: UK Insurance Firm
Client wanted to fine tune their pricing process to balance growth with providing value for money for their customer base.
Redsella created sales forecasting models driven by market conditions, marketing activity and product options including price. These were embedded within a sales simulation & AI optimisation framework in order to automatically identify the best pricing strategy to use in order to achieve the required goals whilst maximising performance.
The system was piloted on a subset of products to demonstrate its performance levels. It was then scaled up to operational levels during a phased deployment, generating over 5% uplift in revenue and much larger increases in profit levels, whilst actually reducing the majority of price points under its control.
What: Marketing Optimisation System
In todays multi-channel world there is a universal need to identify the optimal marketing channel mix, marketing strategy & contact plan in order to ensure a co-ordinated, omni-channel approach which optimises the use of limited resources & maximises returns without adversely impacting customer sentiment.
Redsella consultants have created a number of award winning solutions in this space, from automatic optimisation of budget spend by channel to full blown automated marketing planning which allows for channel saturation, adstock, halo and cannibalisation effects, to maximise returns whilst meeting all constraints and targets imposed by the business.
Performance levels achieved include increases in ROI of over 130%, sales of over 100% & profit levels of over 80%, in markets as diverse as FMCG to insurance.
What: PPC Portfolio Optimisation
Who: Educational Course Provider
PPC is an effective part of any marketing strategy these days, but its highly competitive nature means it needs close management to be effective, plus the rules underpinning which ads get shown are far from clear and in constant flux.
Redsella have created a PPC portfolio optimisation system to address these issues. This automatically builds AI models using your latest portfolio performance data and then optimises the bidding strategy, in terms of match type, bid parameters, keyword selection, budget allocation and so forth, in order to maximise performance.
In live trials on a portfolio already being managed by one of the leading PPC management tools on the market, Redsella’s system generated over 15% more conversions whilst reducing CPA by 30%.
“We cannot recommend them highly enough … the ROI is almost incalculable … they are now trusted advisers to our company”
“The Redsella team were quick to understand our needs, flexible to change and easy to work with, providing invaluable guidance and support where needed. The insights they have generated into our customer & prospect base and how it is changing have been invaluable in helping to determine our commercial strategy, all within the timescales and budget promised”.
“We use Redsella to deliver strategic insight projects. Whatever the challenge we ask them to look at, they always deliver robust and well considered solutions to time and to budget.”
“We engage with Redsella because of the breadth and depth of their understanding on how data and decision science methods can be deployed to improve process accuracy and efficiency, across a wide spectrum of business problems. They deliver innovative solutions, to time and budget … whilst ensuring projects generate real-world benefits for the business.”
“We have been hugely impressed by Redsella. An astounding team. We will be working with them again!”
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