Why Perform Customer Analytics?

The 80:20 rule is more than a common concept. It is formally known as the Pareto principle. The Pareto principle states that roughly 80 percent of the effects come from 20 percent of the causes. In sales, we translate that to 80 percent of our revenue comes from 20 percent of our customers. Analyzing the 20 percent then becomes a very important thing. With online marketing and the Web, we tend to focus on buying behaviors or information search patterns. Too often those of us working with the Internet and IP technology forget there are real-world analytics performed every second of every day. This was brought to my attention with a resounding blast yesterday.

Normally, I leave work a bit early to avoid the full effects of rush hour. When I arrive home, I go to my home office and complete my day. Yesterday, I arrived home and on my office desk was a note to call my credit card company because of unusual charge patterns. To be clear, I carry little cash. I charge nearly everything and we pay it off at the end of the month. This results in charges of both small and staggering amounts all over the country and sometimes internationally, therefore never has a call from my credit card provider been on target for fraud, until yesterday. The amount was an underwhelming $1.20. There was an attempt to use the card at a beverage machine in Houston. The problem this particular thief encountered was he/she was using a card that expired Dec. 31, 2011. Whoops! Clearly, a financial institution needs to monitor financial transactions to minimize loss. However, in this case it also gives the customer, me, additional confidence to maintain my business with this particular provider.

OK, back to the 80:20 rule. If you have a data mining system that can analyze your customer’s purchasing patterns, then perhaps you can target your marketing efforts to push those particular products or services that attract the 20 percent of users who generate the 80 percent of revenue. Furthermore, you are able to avoid spending your time with the 20 percent of your customers that generate 80 percent of complaints, or the 80 percent of products that comprise only 20 percent of sales. While I cannot be specific about the actual algorithm employed by the Broadvox NOC to monitor for fraud, it can be noted that it too has a relationship with the 80:20 rule.

The Pareto principle can be applied to many situations and can lead to structural changes in how a business operates, hires or creates new products. However, analytics, whether addressing the physical or virtual world, should be used as a data source not as a decision tool. I do not use the 80:20 rule when I receive a customer complaint. If a call gets to me, it is to be handled. I do not base my involvement upon the size of the account. Yet, I fully realize that any business has to manage its customer service by addressing the needs of the 20 percent that generate the most profits first or with more personalize attention if merited.

Data mining and analytical tools should be used to assist in determining what actions are best for the business. This can result in establishing new processes and eliminating others, marketing programs that generate a dynamic sales increase while requiring minimal investment, or improving the loyalty of key customers while maintaining the business of the rest. We perform customer analytics to identify our top 20 percent (Platinum), middle 60 percent (Gold) and bottom 20 percent (Copper) customers. Consequently, we can establish priorities for every action of our business based upon where our customers place.

More on this next week. Enjoy the weekend and I promise another new recipe on Monday!

David Byrd is vice president of marketing and sales for Broadvox , and is responsible for marketing and channel sales programs to SMBs, enterprises and carriers as well as defining the product offering. Prior to joining Broadvox, David was the vice president of Channels and Alliances for Eftia and Telcordia. As director of eBusiness Development with i2 Technologies, he developed major partnerships with many of the leaders in Internet eCommerce and supply chain management. As CEO of Planet Hollywood Online he was a pioneer in using early Internet technologies to build a branded entertainment and eCommerce website company partnered with Planet Hollywood. Having over 20 years of telecom sales and marketing experience, he has held executive positions with Hewlett-Packard, Sprint and Ericsson.