We deliver a range of finely-tuned professional services to empower your teams and business
Book A Demo
Analytics &
Insight
Transform both ad-hoc analysis and long-term trend observations into meaningful visualisations for effective reporting and insight.
Customer
Marketing
We help you to transform your lifecycle marketing, increase engagement and keep your customers for longer.
Data
Activation
Enable powerful audience segmentation and activation and then seamlessly integrate into third-party platforms.
Expert
Consultancy
We are solution architects, developers, analysts and marketeers with decades of industry experience.
Analytics &
Insight
Transform both ad-hoc analysis and long-term trend observations into meaningful visualisations for effective reporting and insight.
Customer
Marketing
We help you to transform your lifecycle marketing, increase engagement and keep your customers for longer.
Data
Activation
Enable powerful audience segmentation and activation and then seamlessly integrate into third-party platforms.
Expert
Consultancy
We are solution architects, developers, analysts and marketeers with decades of industry experience.
With our Rule-Based predictive analytics, we leverage established rules and patterns to forecast future outcomes with precision. Rule-based models play a crucial role in implementing our clients’ strategies by providing frameworks for segmentation, targeting, personalisation and reporting. Whether you’re looking to optimise your CRM, personalise customer experiences, or streamline your operations, our rule-based solutions provide actionable insights tailored to your specific needs.
Customer state segmentation is a rule-based model that categorises customers based on their current state in the customer lifecycle. This segmentation strategy divides customers into different groups according to where they are in their relationship with the brand.
Personas are portraits created to represent different segments of our clients’ target audience. They are developed based on demographic information, behavioural data, and other insights gathered from market research. Each persona typically includes details such as age, gender, occupation, interests, goals, and preferred communication channels. By using personas, we help our clients humanise their target audience, gain a deeper understanding of their needs and motivations, and tailor marketing messages and strategies to resonate with specific customer segments. This rule-based model enables our clients to create more personalised and relevant marketing campaigns, ultimately driving engagement, loyalty, and conversions.
Our team of experts utilises state-of-the-art ML algorithms and machine learning techniques to analyse vast datasets, uncover hidden patterns, and generate accurate predictions. From customer churn prediction to customer lifetime value forecasting, our algorithm-driven solutions empower businesses to stay ahead of the curve and gain a competitive edge in today’s fast-paced market.
Our recommender system is designed to analyse our clients’ customer behaviour and recommend products or content that are likely to be of interest to them. Our system uses techniques such as collaborative filtering, content-based filtering, and product affinity to generate personalised recommendations.
Our predictive analytics ML algorithms use retrospective data and statistical techniques to forecast future trends, behaviours, or outcomes. These models enable our clients to anticipate their customer needs, identify potential opportunities or risks, and make informed decisions to optimise marketing strategies.
Our Clustering ML algorithms are used to segment customers into distinct groups with similar traits or behaviours. By identifying commonalities among customers, XCM’s clients can tailor marketing efforts to specific segments, personalise messaging, and deliver more relevant offers, ultimately driving higher conversion rates and customer satisfaction.
Our MTA attribution algorithm attributes conversions or sales to the various marketing touchpoints that contributed to the customer journey. Our data driven algorithm helps our clients understand the impact of different marketing channels and tactics on customer acquisition and conversion. By accurately assigning credit to each touchpoint, our clients can optimise marketing budgets, allocate resources effectively, and maximise the ROI of their marketing efforts.
Artificial intelligence can encompass a broad range of ML algorithms and techniques that enable machines to perform tasks that typically require human intelligence. We are developing AI-powered tools and ML algorithms for tasks such as AI generated insights and Chat AI for user support. By harnessing the power of AI, our clients can automate processes, gain deeper insights from data, and deliver personalised experiences at scale.
Next best action ML algorithms analyse customer data in real-time to determine the most relevant action or offer to present to a customer at a specific moment in their journey. Our algorithm consider factors such as customer behaviour, preferences, and context to deliver personalised recommendations or interventions that drive desired outcomes. By proactively engaging customers with the next best action, our clients can increase conversions, build loyalty, and optimise customer experience.
Our Match algorithm helps our clients clean, standardise, and deduplicate their data, ensuring accuracy and consistency across all their datasets. By accurately matching customers with relevant products or content, our clients can enhance discoverability, increase engagement, and drive sales.
Our Categorisation ML algorithms automatically classify data into categories based on its features or characteristics. Our Categorisation ML algorithms are used by clients for tasks such as content tagging, sentiment analysis, and product classification. By automating the categorisation process, businesses can streamline content management, improve searchability, and deliver more relevant experiences to our clients’ customers.
Our Seearch and Merchandising ML algorithms optimise product search results and recommendations to enhance a customer’s online shopping experience. Our algorithm considers factors such as search queries, customer preferences, and product availability to deliver relevant and personalised results. By improving search accuracy and merchandising relevance, our clients can increase conversion rates, reduce bounce rates, and drive customer satisfaction.
Our Dynamic Pricing ML algorithms can adjust the price of products or services in real-time based on various factors such as demand, competition, and customer behaviour. Our ML algorithms enable our clients to optimise pricing strategies dynamically to maximise revenue and profitability. By leveraging dynamic pricing, clients can respond to market fluctuations, increase price elasticity, and capitalise on revenue opportunities.
We help to focus on engaging customers at every stage of their journey with you, from initial awareness to post-purchase advocacy. By understanding and leveraging the different phases of the customer lifecycle, you can tailor your marketing efforts to enhance customer experience, increase retention, and drive growth. Our tried and tested approach centres around the following five core pillars:
We help to focus on engaging customers at every stage of their journey with you, from initial awareness to post-purchase advocacy. By understanding and leveraging the different phases of the customer lifecycle, you can tailor your marketing efforts to enhance customer experience, increase retention, and drive growth. Our tried and tested approach centres around the following five core pillars:
Customer
You know what they look like in detail and know how they transact & behave as individuals You know how much it costs to win them and win them back and when they are likely to churn You know where to find the best prospects and where to steer clear You understand their short & long-term value to the business (CPA, LTV etc)
Product
You know what products & categories appeal to which specific individuals You know what they are likely to buy next and when, you are one step ahead You are cross and up-selling effectively and through insight…not gut feel You have reliable and detailed feedback about your products & services and you act upon it
Offer
All your communications are relevant and highly personalised to the needs of the individual You are able to distinguish calls to action and tone of voice needed to service individuals You have found exactly the right positioning and marketing mix for each group of individuals You know exactly which types of incentives to use for which types of customer and when
Channel
You use the most lucrative and effective channels to attract and retain customers You are using a high degree of automated, triggered and dynamic marketing routines All your channels work together in a highly integrated and co-ordinated manner All your channels have been optimised to suit the needs of your customer and Business
Experience
You deliver end-to end and proactive customer service and easily recognise preferences You put the customer in control and make it easy for them to interact and transact You develop and deliver a first-class user experience (UX) and adapt it to your customers needs You are fully focussed on and embrace the concept of Digital Transformation
Reliable & Meaningful Reporting, Analysis & Insight
First class modelling, segmentation & profiling
Enviable levels of data capture and watertight data compliance
An effective and fully optimised CRM technology stack
Our customer marketing services are designed to elevate your brand by fostering deeper connections with your audience. By leveraging targeted strategies, we help you understand your customers’ needs and preferences, enabling personalised communication that drives engagement and loyalty. Our expertise within this field will ensure that your marketing efforts resonate effectively, turning one-time buyers into lifelong advocates. Let us help you transform your customer relationships and achieve sustainable growth.
As customers transition from awareness to consideration, and finally to loyalty, maintaining consistent communication is crucial. Leveraging feedback and analytics allows for ongoing optimisation, ensuring that marketing efforts resonate and evolve. Ultimately, this holistic approach fosters deeper connections, enhances customer satisfaction, and drives long-term loyalty.
As customers transition from awareness to consideration, and finally to loyalty, maintaining consistent communication is crucial. Leveraging feedback and analytics allows for ongoing optimisation, ensuring that marketing efforts resonate and evolve. Ultimately, this holistic approach fosters deeper connections, enhances customer satisfaction, and drives long-term loyalty.
Reach
A
Prospect/
Enquirer
Attract the right individuals.Think sensibly about their long term value
Nurture
B
Single/New
Buyer
Nurture them and gain their confidence. Prove your customer service.
Convert
C
Repeat/Multi
Buyer
Make them want to come back. Be personal and different…stand out!
Engage
D
Loyal Buyer/
VIP
Make a fuss of them, show them they are important. Create niche communications
Love
E
Super
Buyer
Speak to them on an ‘acutely’ individual basis. Pull out all the stops. Dazzle them!
Reignite
F
At Risk
Customer
Refresh their minds. Prompt them with points of difference. Remind them!
Win Back
G
Lapsed
Customer
Recover and strengthen your original promises. Tell them what has changed
Horizon empowers businesses and users to activate their data across marketing and other downstream systems. Through Horizon, users can create bespoke cohorts of customers within its powerful Audience Builder. Directly connected to the data universe integrated into Horizon, users can leverage all data points to create specific customer audiences for activation across marketing channels, analytics, reporting filters and more.
The audience builder is extremely user friendly with its intuitive drag and drop functionality to create either basic, or complex audience selections. All data points can easily be accessed through the structured data organization, meaning adding or combining customer attributes, order attributes, or campaign engagement or history, can be done at ease. Frequently used fields or selection criteria can be also stored so users can easily access these pre-defined statements which helps users save time.
The total number of contacts who meet the criteria within the defined audience can be viewed from within the audience creator and audience manager providing users with a clear understanding of the audience volume. Additional functionality to limit the audience can also be enabled through Horizon’s Audience Builder, which can allow users to run tests across marketing channels so that performance can be understood, before rolling it out to the full volume.
In addition to being able to create bespoke audiences, Horizon enables to ability for these to be automatically refreshed daily, so that new customers who meet the audience criteria can then be activated across channels. For example, new customers who have registered the previous day, added something to their basket, but not purchased, these can be automatically identified and then pushed out into wider channels to drive sales conversion.
All audiences created within Horizon, are accessible through the Audience Manager, which provide details of all audiences that have been created including who created the audience, the volume of customers within the audience, if a limit has been applied and if it’s configured to be auto refreshed.
Through channels integrated into Horizon, data can be activated across 3rd party platforms to enable businesses to target specific audiences with campaign activities or experiences. Integrated channels include: Meta, Google, TikTok etc
We understand the pitfalls, blockers,
and internal barriers because we
have been there!
Whether you’re looking to transform your digital operations, enhance your market presence, or navigate complex technology challenges, our consultancy services are dedicated to driving sustainable growth and ensuring your long-term success.
Contact Us