The scientific understanding of how the past behavior of existing customers predicts future purchases is the process of mathematical marketing. Zana utilises its understanding of consumer choice to transform brand promise into winning products and packaging, to increase the success rate of the product launches, we use mathematics. To achieve our aims we need to understand what consumers feel about your brand, and what they think about your image and product. We look at improvements to all your brand’s points of customer contact, to improve customer satisfaction. We will not simply act as a measuring tool, but through our research we will help you to create better products.

Zana works with companies to structure programs precisely, then uses these well-executed marketing programs to drive up both revenue and profits. Precisely targeting the most attractive customer segments, creating the most alluring company image and reinforcing the brand. Zana concentrates its work on brand management, ensuring to pay particular attention to elements such as the impact that resource allocation has on sales and profits, the impact of marketing mix, and competitive positioning.

Mathematical Marketing Elements

This process of scientifically understanding how the past behavior of consumers predicts their future purchases, namely Mathematical Marketing, has six components:

• Behavioral tracking; we interpret collected data from browsing sessions to aid customising advertising to specific visitors
• Predictive analytics; we use predictive modeling and data mining to predict future probabilities and trends of consumers
• Behavioral targeting; we increase the effectiveness of your campaigns through the use of data collected on individual consumers behaviour
• What-if analysis; we determine the effects on outcomes using statistical models and systematic changes in the input
• Testing; we use testing to improve your marketing campaigns results by determining the best target groups and offers
• Results measurement; to be able to modify strategies to achieve maximum sales, it is important in terms of revenue and yield to quantify results, giving maximum ROI

The Zana Mathematical Marketing process begins with definition of essential measurements, to enable us to track the goals for these measurements. Our previously defined mathematical marketing elements of behavioral tracking, predictive analytics, behavioral targeting, risk assessment and testing, are then applied. Our aim is to help you produce more revenue from customers who respond more often, by converting what the mathematics delivered into marketing campaigns.

The marketing world has changed substantially, and new standards are expected. To meet these standards we use Mathematical Marketing partly due to its fundamental role and partly because of its roots in predictive analytics. The focus has moved from product to customer. As a company in this world of new standards, there are strategies that we consider now inefficient such as broadcast advertising, online banner ads and one size fits all campaigns.

Customer Segmentation

We strive to ensure that customers are not continuously bombarded with campaigns or that the same campaigns are sent to every customer, or that substantial accentuation is put on your absolute best customers, you must not go back to them over and over while disregarding numerous other potential customers. To ensure that these errors are not made and that correct customer segmentation is carried out, all customers are marketed to according to their segment characteristics, by carrying out the appropriate analysis.

Metrics

Although sometimes even morally questionable and shadowy, the conspicuous and most regular objective is revenue. We look at specific marketing campaigns, and response rates for those campaigns, and the revenue they generate, thus connecting revenue to marketing more directly.

As an indicator of future customer conduct, customer satisfaction is amazingly untrustworthy, as it is almost totally fixed to the last transaction made by the customer. The fact that people say one thing and do another, is evidenced by a flood of research over decades in many fields. A more trustworthy area from which to construct our objectives is customer loyalty. The probability of a customer making another buy sooner rather than later, and that this probability is a quantifiable amount, is how we define customer loyalty.

To measure the marketing effort there are a few other good measurements or key performance indicators (KPI), notwithstanding revenue and response rate. These are current purchasers, the inactive ratio, active customer growth, multiple products buyers and one-time buyers.

Zana Will Make Mathematical Marketing Work For You

The accountability of your marketing endeavours, will firstly be increased by Mathematical Marketing. It will offer you great assistance with understanding how your marketing activities can be optimised by doing more of what works and less of what doesn’t, and the impact to the bottom line. Mathematical Marketing can aid future development of growth by uncovering valuable consumer insights and customer experiences that can then be transformed into powerful marketing ideas. You will become more creative and your execution will be more efficient, as a result of the increased accountability and results and the uncovered insights that result in changes to your marketing strategy.