Data Modelling

A number of our proprietary data products such as the Cogent Analytics Lifetime Value and Churn models, have been developed in house to address key CRM issues.

The Lifetime Value model enables you to understand how much a typical member or customer is worth over a typical lifetime. And how long that typical lifetime can be expected to last.

It allows the profiling of those customers with the highest Lifetime Value. So that values for customers with client-defined characteristics can be accurately determined.

Simply put, you can get definitive answers to seemingly very difficult questions. For example: What is an airline customer aged 35, male, who lives in France and flies only Short Haul economy worth over a lifetime?

This valuable insight can then drive marketing spend decisions as well as customer communication and acquisition strategies.

Likewise, Churn models can help identify which of your customers are in danger of being lost early on and can enable timely and meaningful action to be taken – see the Data Modelling case study here.