This Data’s Got Game

• Behavioral: For example, developing an understanding of why heavy users are loyal helps develop strategies that are more relevant to lapsed or occasional users. Sometimes the reasons for loyalty are surprising, not intuitive.

• Attitudinal: Learning why some customers are brand promoters while others are detractors helps uncover hidden market segments and highlights operational weaknesses that must be fixed before profitable growth can be achieved. Additionally, price sensitivity can vary significantly across customer file segments. Understanding nuanced differences helps to maximize marketing contribution while stimulating demand.