It doesn’t matter how much data you have; it matters what you do with it. Companies often struggle to make sense and full use of their data, and as a result, resist making strategic decisions. Fulcrum is an established leader in helping companies improve their data assets, transforming data into intelligence about customers and markets, and deploying this intelligence through smart marketing programs.
Many vendors claim to be “analytical,” so it’s tough separating the truth from fiction. But Fulcrum has fifteen years of thought leadership and hundreds of client successes behind us. You can turn to Fulcrum with confidence for advanced solutions that will help your company succeed.
Advanced Behavioral Modeling
Knowing what your customer is likely to do next provides a competitive edge. If we can predict her behavior, we can plan our next interactions so that they’re more meaningful and more profitable.
Customer behavior—purchasing history, interactions with your company, and responses to past marketing—is the most direct expression of your customers’ relationship with your brand. Our advanced analytics convert that behavioral data into rich insights about your customers, providing predictive models that forecast what customers will do in the future and what products or services they are most likely to buy.
Our advanced behavioral models power the successful acquisition, cross-selling, and retention programs we have designed for our clients, and they can power yours too.
Customer Segmentation
Segmentation is one of the most valuable tools in customer management, but too often segmentation schemes become expensive paperweights, rather than strategic tools. Fulcrum has pioneered a range of segmentation and valuation solutions which deliver practical tools that drive genuine improvements across the enterprise.
We infuse every marketing program with a rich understanding of customer segments, not just for better targeting, but to create greater relevance for your customers. And increasingly, segmentation needs to be able to find micro audiences with highly tailored messages and interaction channels, something that we have been doing for many years. Finally, the customer insights captured in segmentation should serve the entire enterprise, from marketing to product development to supply chain.
Market Research
While the transactional data we manage in customer databases is enormously valuable in understanding customer behavior, it doesn’t tell a complete story about your customers. At Fulcrum, we’re always interested in the big picture, and that means the power of our solutions draw from both the intelligence we derive from your customers’ behavior and market research.
At its founding, Fulcrum operated the largest panel of online consumers, and since then we’ve expanded our capability to encompass a wide array of research areas, from customer satisfaction, site usability, product research, to attitudinal segmentation. When we design solutions for our clients, our research is a fully integrated part of engaging customers.
Marketing Mix Optimization
In an era when the number of marketing channels to invest in is increasing with the speed of the Internet, Fulcrum helps you decide which investments are optimal for your brands and for your customers. We can answer questions like, How much of your spending should be going to banner advertising versus direct-to-customer marketing? How can these investments be optimized, so they support each other rather than compete for the same customers?
Part of a successful marketing mix involves careful timing and frequency. Fulcrum’s strong mastery of time-series modeling enables us to provide highly sophisticated marketing programs that foster relevant communications when they are needed in each customer relationship. We even have benchmarking solutions that reveal how to make investments at the local level in order to ensure that your retail or branch network is maximizing its potential within its markets.