CRM qualification and strategy

Customer knowledge and segmentation improve the quality and relevance of activations, whether for acquisition, cross-sell, up-sell, retention, or re-purchase strategies.

Our teams composed of Data Analysts and Data Scientists help to build advanced segmentations in your tools, according to deterministic methods (RFM-type lifetime value models) or based on algorithms (clustering, churn risk, etc.), for segmented approach determination and activation via marketing platforms. 

The collection of proprietary data freely provided by leads and customers, also known as zero-party data, has become key in the current context. 

We help you design and deploy advanced collection strategies:

• Development of proprietary data collection strategies
• Enrichment via open data and data brokers 
• Content versus data: improvement of the experience (content, price, exclusivity, etc.), content strategy justifying the exchange of data 
• Preference management: creation of preference centres adapted to your business, your targets and your constraints

CRM is more than just the email channel. With the multiplication of channels — from chatbot to customer service through conversational levers and email & SMS communication — being able to activate the most relevant one for the right person is the key to deliver the most seamless experience. These changes strongly impact the MarTech architecture but also corporate organization, as silos need to be brought down.

We support you in defining your omnichannel - or rather omnilever - strategy: from the formalization of objectives and measurement tools to the support of the transformation of your organization, through the definition of your MarTech architecture.

Want to plan the evolution of your MarTech stack? We help you understand and anticipate market, technological, regulatory or usage changes and define the best roadmap to make your ecosystem evolve:

• Inventory of use cases and their application to your context, as well as their benefits and implementation complexity
• Taking into account your organisational constraints
• Analysis of existing technical architectures
• Co-construction of a target vision at 2/4 years and a roadmap to achieve it, covering organizational aspects, platforms and training.