MarketGEM

MarketGEM is a combination of database strategy, analytics and market research. It not only delivers the 'who, what and when' but answers the question 'why' customers behave as they do. MarketGEM is a data fusion process that helps organisations:

Know more about their customers, supply chain & prospects Protect against churn Direct product development Improve service Identify opportunities for cross sell and up sell Increase effectiveness of prospecting

Market research is often run in isolation to the rest of the business. Customer anonymity may be a driver, but the results still need to be applied to the business. MarketGEM takes a different approach to traditional market research:

• Your customer data undergoes in-depth analysis
• External qualification and profiling data is applied where appropriate
• Market research is designed to fill in the knowledge gaps

In-depth analysis

The first task is to provide a Business Opportunity Assessment:

• Assimilate business processes and IT systems
• Audit and appraise data e.g.: CRM, Sales and Campaign and Websites
• Build customer segmentation to support customer understanding
• Exploring and analyse all available data, from where ever it was sourced

The initial findings are demonstrated in an interactive group analysis workshop. Jointly with the clients management, the hypotheses are refined to meet their objectives.

Market research

In-depth analysis of client data will reveal 'gaps' in knowledge. The objective of the market research is to reveal the answers and facilitate understanding of the subject areas.

The market research stage includes:

• Selection criteria for contact samples to support each subject area
• Definition of survey questionnaires to understand attitudes and aspirations
• Execution of surveys, compilation and analysis of results

NB. Research is conducted following the codes of the Market Research Society.

Data fusion

The outcome of the market research is fused into the analysis database:

• Key findings extrapolated against appropriate records
• The enriched data is then subject to a second round of analysis; filling in the 'gaps' of knowledge

The enriched findings are demonstrated in an interactive group analysis workshop. Jointly with the clients management, the hypotheses are refined to meet their objectives.

Results

The MarketGEM results help businesses:

• Understand how customers view their organisation, its products and services
• How these views influence purchases; and
• Ultimately how they as a business measure up to those expectations

MarketGEM delivers specific details of opportunities e.g. who to contact and what proposition to present. As a result the business can benefit immediately from the project.

Investment

Each project is a ring-fenced, fixed-price assignment with agreed actionable deliverables. You will know what will be achieved and when you can expect the results. Balancing these with a fixed fee, you can judge project success and potential return on investment.

What next? Would you like to understand:

• How customers view your organisation?
• Where to find new customers?
• What we do well in comparison to our competitors?
• Key differentiators between groups of customers & prospects?
• What our product development plans should be?
• Which markets to develop, which to drop?

If there's a 'Yes', get in contact (details top right of page), we would be delighted to talk to you.

Not ready yet? Perhaps view a client project (any on the right of this page) to find out more about the results and benefits they achieved.