Questions & Answers
Who is GMC Analytics?
GMC Analytics is a joint venture between ISG, a leading social research company in Switzerland and GMC Technology – the standard in personalized communication.
ISG is providing cutting edge analytics for social profiling and evaluation of customers’ preferences.
GMC provides the technology to manage multilevel, multi-media marketing campaigns to the customers according their preferences and their social profile.
Analytics enables enterprises to increase level of their customer communication from a uni-directional monologue to a multilevel dialogue.
Why do we need social profiling?
To raise our customer’s emotional belonging and to increase customer’s loyalty.
Customers want to be understood. If we do not understand our customers – they will not engage. Customers who feel that they are understood show increased loyalty, are more likely to make positive referrals and are a great sources for product feedback (R&D).
Why do I need GMC Analytics, I already have analytics?
Demographics are a very coarse-grained way to segment your client base. Also historical transaction leaves the marketers with many blind spots. Historical based demographics is by nature backward looking and tries to predict future behavior, reliable predictive modeling requires sizable data and takes time to distill patterns and there are lagging indicators.
With demographics you will always see only a part of the customer and not necessarily the part you need to see to increase the individuals value to your company. If you know all the food he bought in your store, you will know what he did not buy from you store, however you will not know what products that the customer bought somewhere else.
GMC analytics removes the assumptive part and generates real feedback by asking the customer and engaging the customer in a multichannel, multilevel conversation.
What are GMC Analytics products and services?
GMC Analytics provides the marketing unit with a cockpit to visualize the findings as well as a multilevel and multichannel survey engine in an engaging infotainment environment.
The heart of the system is a highly sophisticated social research questionnaire that allows insight in the individual preferences, buying motivators, his loyalty and his interests. This is data that, so far, was hard to evaluate for a large customer base, but is crucial for effective marketing campaigns.
Additionally it gives the marketing executive an integrated marketing campaign tool to apply the findings in a very pragmatic and actionable approach.
What does it cost?
There is a software license fee and a result-based fee for the accumulated datasets.
When is it available?
The tool is available in Q1 2010. The program and the software will be adapted based on your current situation.
Is there any integration with financial systems and CRMs complex?
Yes – We use GMC’s proven technology to integrate existing in- and output-channels. The product makes it easy to address all communication channels with one tool (mail, mobile, paper).
What is the business value?
Increased client Loyalty, increased revenue per customer and a higher campaign performance. In pilots we have seen a massive increase of the campaign-effectiveness leading to a solid increase in revenue. The costs were covered within weeks and a quick ROI could be generated.
What is the USP of GMC Analytics?
GMC Analytic’s cooperation with a leading social research institute provide our clients with a much deeper look into the preferences, the needs and motivators of their customer portfolio then it was ever been able to evaluate on a big scale.
This social media solution enables our clients to establish a multichannel, multilevel conversation with the customer. In doing so we know the customers preferences by asking – not by assuming or potentially misleading analysis of buying patterns.
This leads finally into improved loyalty, increased revenue and profit per customer.
How do you attract people to fill out the survey?
GMC Analytics uses the power of the new social media to attract customers to our survey. In an infotainment environment we establish an ongoing conversation with the customers.