Retail Analytics — Customer Profile Analysis


Exhibit 29.3   Profile (skew) analysis of "affluent" customers at different branch offices of a bank.

Profile analysis reveals an outlet’s customer profile in terms of customer segment or demographic groups. It can be conducted for a store, or any cluster of stores.

The analysis basically reveals the demographic makeup of the customers at an outlet. For example, the skew analysis shown in Exhibit 29.3 depicts the profile of private banking customers at three branch offices. In addition, profile analysis provides an understanding of the importance of each group in terms of transaction volume and value.

Previous     Next

Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.







Online Apps to train Category Managers

Online Apps to train Category Managers


The Plannogrammer is an experiential learning facility for category managers, trade marketers, and retailers in consumer markets. Ideally suited for hybrid learning programmes, Plannogrammer imparts hands-on training in the planning and evaluation of promotions and merchandising.

It supports a collection of simulation and analysis platforms such as Promotions and Space Planner for optimizing space and promotions, Plannogram for populating shelves and merchandising, a Due To Analysis dashboard that decomposes brand sales into the factors driving sales, and a Promotion Evaluator to evaluate the volume, value and profit impact of promotion plans.