To take your marketing performance to the next level, it's critical to segment your customers by their network value. Classical segmentation is focused on individual attributes like income, education, age and behavior. There is nothing wrong with this approach. However, you miss out on a huge opportunity to accelerate the adoption rate of your offering by not taking the network value customers into account. We all know there are some customers who are more influential than others based on how they are linked to other customers or prospects. With FAS.research's Customer Network Analytics you can activate the viral pressure points in your customer base, increase the adoption rate of your offering and reduce your acquisition cost by systematically identifying these influencers.
Over the last ten years, FAS.research has developed powerful indices that measure the network value of a customer for retention, cross selling and acquisition programs. FAS.research's proprietary survey methodology in combination with special analytical tools help you to identify the 5 percent of customers you should target to trigger snowball effects in your customer base. Our proprietary algorithms not only help you identify your most influential customers, but also those rare influencers who are surrounded by highly receptive prospects.
Our deep understanding of network dynamics in combination with our special customer network analytics help you to take the guess work out of planning viral strategies. With the help of our science-based Customer Virility Scores, we augment the art of word-of-mouth marketing with rigorous science. Our powerful Web 2.0 ready customer metrics will tell you exactly where to start a campaign to reach critical mass in the most cost effective way.
Projects where our Customer Network Analytics were successfully applied:
- Designed a viral customer retention program for a large European cell phone carrier
- Selected people for a pre-launch campaign from a CRM system with 7 million American car owners
- Identified the most viral communities for a political candidate to make appearances
- Helped a large pharmaceutical company to segment doctors who prescribe by influence
- Helped a global PR Agency with media planning
- Helped a global advertising agency pick the most viral customers for focus group interviews
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