customised analytics

In addition to its geodemographic solutions, rda also provides a comprehensive range of customised analytics services...

analytical mapping, data mining, customer base segmentation, predictive modelling, customer profitability models, customised geospatial analytics.

analytical mapping

rda supplies analytical maps based on a variety of data sources including client databases, census variables, geodemographic products including geoSmart, geoProphet, geoTribes and customised modelled geospatial data. Maps can be supplied as large format paper maps (A1 & A0 sizes), graphic files or PowerPoint slide sets.

data mining

rda conducts data mining studies on behalf of its clients. These range from exploratory studies to highly specific predictive modeling and segmentation projects. Our data mining toolbox includes the SAS system, specialist data mining tools and our own proprietary Logistic Data Mining system.

Logistic Data Mining (LDM) is used for profiling relationships between measures in complex data sets such as usage & attitude surveys and transactions data.

LDM is supplied as a highly convenient bureau service and produces readily interpreted reports suitable for use by client management teams.

LDM operates as an analytical (rather than predictive) system and tests & reports all valid associations between a variable of interest (called the target variable) and an array of possible explanatory variables. Hence it is an excellent screening tool for selecting variables for use in predictive models and discovering ‘hidden’ relationships.

LDM uses statistical definitions & tests from logistic regression incorporating tried and true association measures like odds ratios & chi-square tests. (Back to top).

customer base segmentation

rda creates innovative behavioural segmentation schemes by applying cluster analysis to transaction & other customer behaviour data. We also construct hybrid segmentation schemes by using cluster analysis to combine behavioural data with other customer information such as, economic value, responsiveness & demographics.

Deployment is an integral part of our segmentation model development process. After initial deployment, our models can be re-applied to customer databases at future time periods to determine behavioural shifts for individual customers & structural trends within the overall customer database. Our customer base segmentation schemes yield unique customer insights by identifying customer segments or behavioural modes which are distinctive, actionable and relevant to our clients’ strategies. (Back to top).

predictive modelling

In predictive modeling of customer behaviour, we use techniques such as geodemographic profiling and regression analysis to determine the relationships between customer behaviour and driver variables. Models are typically constructed to predict cross-purchase, new customer acquisition, churn or high customer value. (Back to top).

customer profitability models

Our customer profitability models apply activity-based costing parameters or other standard costs to customer-level behavioural data. This enables scoring of customer databases with estimates of customer-level profitability measures such as marketing margin, net profit or net present value. (Back to top).

customised geospatial analytics

rda has extensive experience in conducting customised geospatial analytics studies including enhanced database preparation, retail network performance modeling and gap analyses. rda also has extensive experience in the development of letterbox distribution plans.

Some example of enhanced database measures are…

We can supply the results of our geospatial analytics studies as databases, analyses, data packs or turn-key network analysis & planning systems. (Back to top).

For information on how RDA's customised analytics services can be used to enhance customer targeting in your business call us on (02) 9927 0500 or contact us through our webform.