True personalization can only happen when you understand the motivations and preferences that drive behavior.

Driving Incremental Revenue Through a Focus on the Highest Value Customers

Despite the profusion of digital data on consumers’ behaviors, there is a critical gap between the insights required to personalize loyalty and e-commerce marketing programs and the data currently used to do so.

This gap is created by the fact that the current approaches to personalization rely wholly on observed shopping and transaction data.  Marketers are missing the underlying motivations and preferences that drive shopping behavior or purchase.

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FROM OPTIMIZING

Campaigns and
Transactions

Transaction optimization techniques can erode customer loyalty by:

  • Training customers to buy with discounts
  • Providing irrelevant product recommendations while missing the motivation or intent of the purchase
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TO MAXIMIZE

Relationships and
Lifetime Value

Maximizing customer
relationships builds loyalty by:

  • Managing promotions with
    an eye toward enhancing customer economics
  • Tailoring the product, message and offer based on the motivations and preferences that drive brand choice

Rosemark has created the Quantitative Persona™ Method to decode how motivation & preference drive brand choice, allowing the marketer to enhance personal relevance and thereby effectiveness.

IMPLEMENT

03

  • QP-based Personalized Product & Marketing Programs
  • Test, Measure, and Optimize
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01

DEVELOP

  • Identify High-Value QP Clusters
  • Develop QP Typing Tool and Scoring Algorithm

02

SCORE

  • Capture First Party Data
  • Score and Append QP Cluster Identity to Customer Records

01

DEVELOP

  • Identify High-Value QP Clusters
  • Develop QP Typing Tool and Scoring Algorithm

02

SCORE

  • Capture First Party Data
  • Score and Append QP Cluster Identity to Customer Records

03

IMPLEMENT

  • QP-based Personalized Product & Marketing Programs
  • Test, Measure, and Optimize

The Quantitative Persona Method (QP) is Rosemark’s scalable analytic framework that gives marketers the capability to harness the full power of their assets: data, behavioral predictive models, and orchestration / delivery tools across consumer touchpoints. The QP Method is a standardized toolkit derived from a combination of proprietary consumer research and AI/ML data modeling for each consumer product or service category.

Implementing QP insights into the marketing process and the corresponding QP machine learning based algorithms into the technology stack enables marketers to develop and execute a personalized customer management strategy based on the drivers of brand choice and category usage, which when tuned and optimized through testing over time, drive material improvements in loyalty and thereby Customer Lifetime Value (cLTV).

The QP Method integrates and enhances the most common consumer insight frameworks such as customer journey and predictive behavioral modeling in service to making the marketing treatments more personally relevant.

The following diagram illustrates how combining QP Clusters with customer journey and behavioral models provides more effective personal and relevant marketing treatments.

PERSONALIZATION ENRICHED BY THE QP METHOD

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Unique Targets

J4 x M5 x QP4

Vs.

J4 x M5 x QP1

Same Journey Stage and Behavioral Model but now enhanced with insights on consumer motivation and preference.

The QP method uncovers the drivers of brand choice, deepening personalization and thereby the relationship which leads to increased customer LTV

SUMMARY OF ROSEMARK TEAM’S PRIOR CUSTOMER MANAGEMENT CLIENT WORK AND IMPACT

Vertical

Application

Impact

Consumer Products

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Personalized relationship marketing communication

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Improved Consumer Engagement

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Revenue

+30%-125%

Retail & Apparel

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Merchandising and promotions targeting and program design

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+20% Avg
$/Purchase

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2x Profit

Consumer Technology

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Customer Management strategy and communication

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>50% Performance

Financial Services

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Customer acquisition and expansion marketing

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Increased Wallet-share

>35%

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Reduced

CAC

Learn How the QP Method Identified the Highest Engaged & Highest Value Consumers in the Dining Category

Learn How the QP Method Identified the Highest Engaged & Highest Value Consumers in the Dining Category