The Organisation

The vision of the client’s organization was to build a brand around self-help and life coaching using the client’s unique blend of therapy which combined yoga with energy healing and other forms of therapy. The organization offered its services either through group sessions or through personalized individual sessions.The one to one coaching sessions allowed for more personalization, freedom, and comfort to discuss more private details, whereas group sessions were focused more on therapies to help with stress reduction, weight loss, and energy cleansing. 

Through the Social Intelligence Stack Solution ™, Redwood would apply multivariate statistics to identify the potential customer segments for the services offered by the client in Bangalore.

DATA SCIENCE & DIGITAL MARKETING OBJECTIVE

1. Build out Digital Assets for the client centered around their vision and services. Assets included a Website, branding on Facebook and Instagram, Google My Business, Linking of Google Analytics to the website and Lead Generation platforms on Facebook and Google Ads

2. Build a Customer Base by identifying the top micro-segments which can get converted into paying customers for the client by carrying out a series of micro-campaigns on Digital platforms. Micro segments to be identified by following the CRISP-DM method for Data Science Modelling.

3. Identify which of the micro-segments identified showed the highest resonance with the brand.  

4. Build out and execute a Contact Strategy model post lead generation to ensure maximum conversions from the identified micro-segment. 

5. Build out automated dashboards which would provide the client with a daily snapshot of activities across the following: Top of the Funnel, Middle of the Funnel and Last of the Funnel

Success Metrics

The Redwood Solution

To begin with, we built a website for the client that reflected their vision and services. The website assimilated elements that were likely to appeal to the target segment/s of the client. In addition the website was linked to Google Analytics and Google My Business. 

As the client had no previous customer data on record, Redwood carried out qualitative research to identify potential customer segments for the client’s brand. The segments were determined using the CRISP-DM methodology for Data Mining as well by incorporating Social Data. To validate the segments and eventually identify the golden segment for the client, each segment was targeted via digital marketing campaigns on Facebook and Instagram.

Once the campaigns started running, an automated Dashboard combining Social Media, Campaign, Marketing and Sales Data was created to help the client track outcomes on a daily basis. 

The Contact Strategy:

While campaigns were being run, Redwood also built out a contact strategy for the client to drive conversion from lead generation to closure. Contact strategy for messaging was also built out for these segments; messages and emails were customized based on the segments that were being targeted.

Impact of Analysis

Based on sharply defined digital marketing campaigns and a well-defined contact strategy, Redwood was successfully able to identify the golden segment for the client, the required no of touchpoints required to convert a lead to a client, and the conversion ratio.

These insights were derived after 2 months of consistent lead generation followed up by rigorous analysis by Redwood’s Data Science team.

Also, the following recommendations were made based on further analysis to increase the conversion rate:

• Increase the working hours of the sales team of the client from 4 hours to 8 hours

• Invest in a CRM system to track the lifecycle of the lead and have better control over the sales teams efforts

• Put out content on Social media that reflects success stories and benefits of the client’s programs

• Lock in customers for a long term through annual packages rather than one time programs 

• Ensure that post-program follow up is done by the client to increase customer retention 

As a strategic partner, Redwood also carried out a detailed SWOT analysis for the client based on qualitative research of the sector and analysis of the client’s Last Mile and Operations processes.