Openers or non-openers? That is the question. One thing is certain: being able to better manage your commercial pressure is an undeniable asset for optimizing your results.   From the consumer’s point of view, commercial pressure corresponds to the pressure felt by the customer due to the multiple solicitations he faces (emails, SMS, advertising banners, retargeting, outgoing calls…). This is expressed by the number of solicitations received by the customer over a given period. The impact of commercial pressure on your campaigns Generally speaking, commercial pressure is negatively connoted because we observe a decrease in the performance of direct marketing campaigns and customer engagement beyond a certain threshold. Customers will tend to get annoyed with too frequent solicitations and potentially unsubscribe. Poorly managing CRM pressure by over-soliciting customers can have catastrophic consequences on the customer file and the company’s commercial performance.In order to optimize the commercial pressure, you may have to implement different analytical tools. 1. Analyse the existing situation to identify the appropriate pressure thresholds In order to optimize commercial pressure management, different types of analysis can be carried out. Firstly, an assessment of your animation plan will allow you to define the commercial pressure threshold that should not be exceeded by segment. This will allow you to adjust your strategy so as not to exceed the level of contact that could have a negative effect on commercial performance. It should be noted that as a general rule, the more committed customers are to a brand, the more likely they are to accept a high level of commercial pressure. 2. Send the right message at the right time with predictive models This first step will provide a general framework for managing marketing pressure within the animation plan. However, if you want to have a more reactive management of marketing pressure, it can be interesting to associate predictive models to make sure you send the right message at the right time. In particular, the implementation of a repellent score will allow to anticipate the non-opening of emails on a given animation sequence. Let’s take the example of a company that would build its animation plan on 6-week sequences. Implementing a repulsor scoring on this type of mechanics would allow to estimate the probability that a customer will not open any of the emails sent during these 6 weeks. As a result, we can exclude customers with a high probability of not opening any emails. Optimized results for performance The benefits of this mechanism are multiple. Firstly, reducing the volume of emails sent to customers with a high probability of not opening will have a mathematical impact: increasing the opening and click rates and therefore the perception of ISPs on the messages sent. Secondly, we will succeed in improving the performance of customers with a high probability of not opening at a given time. Indeed, these non-opening customers often have a strong aversion to direct marketing. Consequently, they tend to be more active when they are not solicited than when they are. Reducing the commercial pressure will thus allow two things: to encourage their natural activity and to make the smallest messages received more attractive because they are less perceived as intrusive messages. How does datacadabra help you manage your commercial pressure?  Within datacadabra, you will find a set of methods allowing you to apprehend this problem. The Follow module will allow you to implement different dashboards to monitor your activity. The Describe module will help you define useful segmentations to build your strategy. Finally, the Segment module will allow you to set up a scoring system and optimize your mailings. Want to know more? Do not hesitate to contact us or to ask for a demo of datacadabra.

The Sales Animation Plan is a strategic document that defines all the animation actions planned over a given period.  The role of the sales animation plan  The sales animation plan will allow you to plan all your marketing and promotional campaigns in advance, including the budget for each of them and the expected results. A sales animation plan is often fluid, as it will have to adapt to the context of the moment and to the results observed. A fundamental point to adapt your animation plan is to have an objective measure of your performance. As a general rule, performance can be measured on two levels.  The 2 levels of performance measurement  1. Macro analysis of the plan as a whole The first level is a macro level, at the level of the plan as a whole. This level of analysis will be based on the establishment of a blank zone, a non-animated population, for a specific period of time, generally the semester or the year. During this period, the blank zone will not receive any solicitations and will thus serve as a benchmark for measuring performance. The level of activity of the animated customers can be compared to the one of the non-animated customers in order to determine different key performance indicators: additional sales, additional margin, and even the ROI of the animation plan when the gains generated are compared to the expenses made to implement this animation plan. 2. Detailed analysis at the operation level  The second level is a detailed level at the operation level. In this context, we will be confronted with different problems. First of all, it is important to know how long to follow the returns. Depending on the sector of activity, the return curves are very different. It is therefore necessary to study them in order to know how long to measure the results. Next, it is necessary to plan a control population for each operation in order to measure the incremental impact of the operation itself. This will make it possible to know if the operation generates additional activity or not. This point depends on another important element: the reallocation of performance. Indeed, when many campaigns are reconciled, the question arises of knowing to which operation to attach the performance. Many techniques exist to manage this allocation: last click, equi-partitioning… The trick is to define the most relevant method. Note that without reallocating the performance, there is a risk that a transaction will be counted several times in the sales figure for customer animation. The complementarity of the different levels of analysis These two levels of analysis will provide a different but complementary reading of the results. The first level of analysis will allow us to understand the contribution of the animation plan to the company’s overall activity and the overall coherence of the system. The second level of analysis will allow us to understand if the animation is coherent in itself, and what are the factors that lead to the success of the communication plan. Thus, it will be possible to identify the types of campaigns to be favored, those to be limited, and even define the campaigns to be stopped. How to treat the subject with datacadabra? Within datacadabra, the Follow module offers, with the Campaign Follow-up, a simple method that allows you to work on the detailed performance of the operations performed. This method natively proposes the calculation of the additional per operation taking into account the reallocation of the performance. This method has its own performance reallocation algorithm which allows to take into account the different messages received by the client over a given period by attributing a different weight to them according to their proximity to the transaction. We thus obtain a rather fine reading of the results obtained. Want to know more? Do not hesitate to contact us or to ask for a demo of datacadabra.