A recent article in MediaPost stated: The most successful brands will use this data-driven marketing approach to better understand customers and uncover what drives, inspires, motivates and engages them.

May we suggest that instead of trying to uncover all of that, you focus on the one single thing that will drive sales? Love.

If you are the CMO of a medium-to-large organization which deals with hundreds of thousands of transactions in several retail locations, perhaps the data you should be looking at is not what your customers want... but what they LOVE and are willing to spend money on.

So we agree with the same MediaPost article when it says: Shifting consumer expectations have changed the fundamental elements of the modern CMO role to be one that fuses traditional marketing areas — creativity, branding, strategy, etc. — with growing amounts of data.

CEO Analytics combines advanced mathematics and predictive models to unearth what your customers love and are eager to spend money on. Give us a call for a no-pressure, no-hard-sell conversation on how we can make your life easier and your business richer. Email us at info@ceo-bi-analytics.com

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From May 1977 to May 1986 America had a weekly date with The Love Boat. Captain Stubing and his crew certainly knew what their passengers loved. And so do we.

If there is one industry where knowing what your customers love vs. what they merely want is important, it is the cruise line industry.

To begin with... you only get one vacation per year. So you spend all your money --and available time-- in that single vacation. If you don't absolutely love it... no way you are going to repeat it next year!

Second, when it comes to massive cruising, there is a perception among people who've taken 2+ cruises that apart from "some details here some details there" most giant cruise lines are interchangeable. So there is the very real danger of creating a commodity from what is an expensive decision. So, yes, most cruise passengers are repeat passengers but not necessarily with the same cruise line.

Finding what your best passengers love about your ships is not only crucial, it is a very cost-effective competitive advantage.

So here’s our challenge: if you are a cruise line, call us for a no-pressure, no-hard sell conversation. We’d love to show you how love will make a difference. Drop us an email at info@ceo-bi-analytics.com

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Normally, we have the highest respect for McKinsey. We are avid readers of their newsletters, quarterly summaries and everything else they fling our way.

But one thing we did not see in this article is "Make the passenger love you".

We often joke that airlines are the one business where customers hate you and you still make money. However, what would happen if a major airlines ever tried to make passengers love them? Can an airline even be loved?

A passenger with a positive emotional connection with the airline will tend to use it more, be happier, not cause any trouble, refer it to friends... everything that will make the airline more profitable. Who knows, even comedians would stop making cliché airline jokes!

So here’s our challenge: CEO Analytics unearths what your customers really love and are eager to pay money for. If you are an airline, call us for a no-hard sell, no-pressure conversation. We’d love to tackle this one and, who knows, maybe you’ll be the first airline these days to be truly loved.

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So… quick quiz:

1. What do you think women 35-44 with kids under 18 at home consider more important when it comes to fast food? “Fast Service” or “Inexpensive Food”?  The answer will surprise you: Speed over Price by 194%.

2. What do you think men 45-54 with NO kids under 18 at home consider more important? “Parking” or “Fast Service”? Again, the answer might surprise you: Parking over Speed by 60%.

And, if you are used to the typical surveys which ask respondents to rank factors from 1 to 5, you are probably used to seeing most of the answers fall between 3.6 and 4.2, meaning a maximum range of 16%.

At CEO Analytics we unearth the assertive percentages that allow you to make intelligent and informed decisions. Or, as we like to say: we unearth what your customers love (and are willing to pay for) so why settle merely for what they want?

Women with kids under 18 at home:

What women love…
For younger women with kids under 18 at home (35-44), tasty food is more important than anything, but “Convenient Location” is 267% more important than “Inexpensive food”.

​For older (45-54) women with kids under 18 at home, tasty food remains important, but “fast service” edges out “Convenient Location” by 17% and “Inexpensive Food” by 86%.

And how to get them to love you back.
Younger women (35-44) absolutely value a good “BOGO” over everything else. Which stands to reason; they are probably visiting with their kids.

​Older women (45-54) would rather have a smaller discount today over the same discount next week (by almost 20%) and definitely over a free item (by 318%) and even a BOGO (by 49%).

Men with NO kids under 18 at home

What men love…
Younger men (35-44) with no kids at home can’t prioritize: Inexpensive Food and Parking both are important but win over “Convenient Location” by 22% and definitely over “Tasty Food” by 62%.

​Older men (45-54) value “tasty food” a bit more, but still consider “Inexpensive Food” and “Parking” the two most important factors.

And how to get them to love you back.
Younger men (35-44) with no kids at home would rather have a free item over even a discount (by 13%) and definitely won’t plan ahead. A “small discount today” wins over a “large discount next week” by 77%.

​Older (45-54) men definitely want their small discount today over a larger discount next week (by 276%) or even a more generic discount (by 72%)

And how to get them to love you back.
Younger men (35-44) with no kids at home would rather have a free item over even a discount (by 13%) and definitely won’t plan ahead. A “small discount today” wins over a “large discount next week” by 77%.

​Older (45-54) men definitely want their small discount today over a larger discount next week (by 276%) or even a more generic discount (by 72%)

Moving forward

Do you know what YOUR customers love? Because at CEO Analytics our promise is simple:

• We increase customer retention
• We decrease customer acquisition costs
• We generate incremental sales
• We increase your revenues by 3% to 7%

And we do all of that in a totally cost-efficient way with a fantastic ROI.

Got 20 minutes? Let’s talk about improving your business. No hard sell, no pressure. Send us an email at info@ceo-bi-analytics.com

A study from MIT Sloan Management Review and Think with Google finds that, in many companies, decisions are still being made more on the basis of intuition than data.

The survey – conducted among more than 3,200 senior executives around the world, roughly half of whom are marketing executives – found that 38% describe their organization as intuitive in its decision-making, compared to 27% who describe it as data-driven. (The remaining 35% say their organizations are equally data-driven and intuitive.)
When your customer base is made up of hundreds of thousands of transactions spread over a dozen or more retail points, intuition is not your friend. It is downright dangerous.

However, read the study and one thing that becomes clear is that, for many companies, just finding their way through all the different KPIs might be overpowering. After all, complex KPIs require complex tracking of results and analysis to see if those KPIs really do drive the business.

Can we suggest a simpler more direct KPI? Love. At CEO Analytics we unearth what your customers really love, and are eager to pay money for. Call us for a demo or even for a very unpressured, no-hard-sell conversation. When it comes to decision-making, love is the answer.

Send us an email at info@ceo-bi-analytics.com

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Yet across industries, they found that only 5% of retail and CPG enterprises qualify as data-driven, half of the survey average (10%).

This stands in opposition to stated goals. The retail industry had the highest number (89%) that placed great importance on getting better insights into customer needs and expectations. Faster decision-making was also a priority (79%) as well as improving process and cost efficiency (68%).

What is holding retailers back? The biggest challenge cited was human in nature;

1. 44% said they lacked the digital and data analytic skills
   
2. 33% cited internal resistance to change
   
3. 29% blamed legacy processes
   

CEO Analytics can help you overcome all three obstacles:

1. We bring 60+ years of combined experience in data analytics, customer insights and digital skills. We will fill your skill-set gap quickly and effectively.
   
2. Our processes are low-touch, non-invasive, non-disruptive… we do not add work or stress to you or your staff.
   
3. And while we bring advanced techniques and new technologies, we have a combine 60 years of experience selling teams on how to integrate new and legacy ways.
   

CEO Analytics will unearth what your customers really love… and are eager to spend their money in. We will increase your retention, generate incremental sales and increase your revenues from 3% to 7%. Email us at info@ceo-bi-analytics or go to our site: www.ceo-bi-analytics.com

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