Marketing / Sales

The main responsibilities of marketing people are increasing the number of customers and augmenting their loyalty by selling them more products and services, which fit their needs.

Analysing the customer behaviour, by clustering  them into homogeneous groups, and immediately identify changes, using for instance Markov chains, can give significant competitive edge. Daisylabs are providing this type of analysis to Italian Banks.

Other methodologies, like Neural Networks and Decision Trees, can be applied to forecast “churning customers” (Customer retention techniques), or to organize targeted campaigns.

Customers should be evaluated  using  Customer Lifetime Value methodologies, which quantify the total profit loss due to lost customers, and gives  an objective support to the decision of investing on them, or letting them go.

Daisylabs people have worked in the Marketing & Sales departments of multinational marked-oriented companies, like Unilever, and have therefore a thought understanding of the relevant problems.