Mumbai-based loyalty programme developer Direxions Marketing Solutions’ subsidiary Cartesian Consulting will partner with Dubai-based leading business conglomerate Al Tayer Group for marketing analytics for its retail loyalty program data.
As part of this project, Cartesian will help Al Tayer get insights into their most valuable customers and provide solutions to target them in a better way using base marketing activities on predictive models. The project will also help identifying cross sells, up sell customer activation, profiling of customers and product placement. Cartesian will analyse the Al Tayer Group’s data on the Alterian platform, which promises exceptional speed in data visualization, combined with modeling and campaign management capabilities.
Speaking to Indiaretailing, Sandeep Mittal, business head, Cartesian Consulting, said, “Cartesian is particularly excited to be working on marketing analytics for Al Tayer as it gives us an opportunity to unearth insights into the buying behaviour of the customers interacting with the most premium brands of the world.”
“Our heritage in direct and relationship marketing is a big strength that will allow us to convert statistics into actionable insights for Al Tayer. It is visionary of Al Tayer to initiate such sophisticated data mining for its loyalty program, and a move that will only accelerate the adoption of high return on investment (ROI) marketing strategies that are a necessity in these times,” added Mittal.
For the project, Cartesian will work for two months and is looking forward to a long term engagement with Al Tayer. At present, Cartesian offers services to leading national and international brands across sectors that include telecom, finance and insurance companies in providing them marketing analytics services spanning analysis for segmentation, propensity and response modelling, association and market basket.
–Sarimul Islam Choudhury
