SmartDrill Analytic and Research
Here are some brief examples of our work across several industries.
staff have extensive experience in all types of business research and analysis. For example:
· We assisted a leading direct marketing services firm’s
clients with a variety of research and analytic projects, including positioning and name development
research for a women’s apparel brand; and targeting and credit-risk analysis for a major credit card
· For a national advertising agency,
we helped several of their clients with qualitative and quantitative creative development research, and with
geodemographic and lifestyle segmentation and targeting analysis to support positioning, advertising and media
· We assisted a
manufacturer with sophisticated multivariate options-bundling analyses that reduced bundle complexity
and resulted in significant cost savings without sacrificing customer satisfaction.
· We helped a van-conversion
company with competitive and customer research and analysis to
improve its product offerings and increase customer satisfaction.
Building supply (products and
· For a leading manufacturer of building
supplies, our staff designed and executed spokesperson testing research, advertising communications testing
and brand/advertising tracking research.
· For a major national building supply retailer, we
performed chain-wide store opportunity analyses to support acquisition and divestiture decisions and merchandise
mix planning. Back to Top
leading manufacturer of automobile radar
detectors, we designed and executed a complex analytic project that used syndicated and proprietary data
on user demographics, lifestyle and automobile ownership and usage patterns to improve targeting and positioning
strategies. Back to Top
Consumer packaged goods (food & beverage, health &
· For a well-known manufacturer of
health and beauty
products, we conducted an extensive, integrated analysis of manufacturing, marketing and advertising to help
the client with product-line adjustments, retail product distribution and communications strategy.
· We assisted a
products manufacturer with home-use testing of new breakfast products.
· We helped a
products manufacturer with advertising development and brand/advertising tracking research.
· For a major manufacturer of
beer and cream
ale, we designed and executed advertising development research, communications testing, tracking
research, and competitive taste testing. Back to
Financial Services (banking,
interbank networks, insurance, investment brokerage, investment banking):
Our staff has extensive research and analytic experience in financial services, including banking, investment
brokerage and insurance. We have helped leading firms define and segment their markets, develop cross-sell/up-sell
and new-product strategies, and design outreach programs to target prospects and existing customers. Examples of
our engagements include:
For a major national
bank and home loan company, we built a CHAID segmentation and targeting up-sell model that significantly improved
HELOC sales among current mortgage customers. And after the bank acquired another bank, the same model was
applied to the acquired customer base with equally good results.
For a major regional
bank, we analyzed a large array of consumer product offerings and key characteristics of customer
households, to determine the next product(s) to sell to a given household.
For a securities
brokerage firm, we helped maximize margin by building and comparing customer-targeting models for both
online and traditional off-line trading. This allowed the brokerage to successfully tailor its online strategy to
the appropriate target groups, while also maintaining consistency with the firm's overall business strategy and
positioning. Back to Top
assisted a franchise
architecting/consulting firm with
development and testing of a model to identify franchisee candidates that would have the greatest likelihood of
franchise management success, based on historical data on franchisee characteristics, trade area parameters and
sales performance. Back to Top
Games and toys:
major manufacturer of toys and games, we
conducted multiple play-testing and package-design research projects. Back to Top
leading healthcare companies, we have designed and executed research and analytic projects to help understand,
among employers and plan subscribers/prospects, health plan needs and perceptions. We have helped with not only
targeting, but also product development and outreach/messaging strategy development. Examples of our engagements
· We analyzed medical utilization data for
a major health care
underwriter. The results gave the client a much clearer picture of absolute profit/loss; helped drive
product formulation and margin-based pricing; and provided the client with a forecasting model to assist
underwriters during the contract negotiation process with both existing and prospective customers.
· We developed a complex segmentation
and targeting model for a major nonprofit healthcare insurance
underwriter to optimize the matching of insurance plan types with specific corporate and plan subscriber
profiles to improve both sales and customer satisfaction.
Back to Top
· For a leading manufacturer of
tanks, we assisted with brand image/positioning research, communications testing, and
brand/advertising tracking research.
· We helped a well-known manufacturer
of escalators and
elevators with competitive product research and positioning analysis. Back to Top
High Technology/Information Technology
(hardware and software):
assisted leading hardware and software companies in identifying key B-to-B and B-to-C market opportunities and
developing effective targeting and messaging strategies. We have extensive experience conducting research and
analysis among both consumers and IT professionals. Examples of our engagements include:
· For a major supplier of
hardware/software solutions, we built a sophisticated targeting model to predict not only which
companies would be most likely to buy, but also their likely long-term value after conversion.
· We helped a leading manufacturer
of computers and
peripherals revamp their Web site customer satisfaction measurement system. This included a complete
overhaul of online survey instruments and the application of more sensitive and powerful data analytic techniques.
The result was a threefold increase in survey response rates and much more actionable
information. Back to Top
Internet-based products and
portal and provider of content and services, we developed a predictive prospect conversion model that
sharply reduced customer acquisition costs. We also developed a predictive churn model to facilitate preemptive
outreach, thus reducing attrition of existing customers. Back to Top
· We assisted a
symphony orchestra with donor/subscriber research and analysis to support attendee acquisition,
retention and up-sell programs.
· We conducted extensive image and donor
research and competitive analysis to help a major national charitable
organization improve its fundraising efforts.
· We developed and executed a market
research and analytics project to help a Visiting Nurse Association
better understand the local population's needs and perceptions, thus improving its ability to serve the
community. Back to Top
state-level Department of Public
Health, we conducted research and analysis to understand demographic, social and personality
characteristics of youth who are most at risk to begin smoking cigarettes. Our efforts greatly facilitated
the development of intervention outreach programs and communications messaging. Back to Top
Retailing (bricks-and-mortar, catalog and online):
· Our staff helped
national apparel retailer with consumer research to improve shoe department sales, and also developed
a large tracking study to monitor and evaluate the chain’s brand and advertising performance.
· We designed and executed a large,
complex, chain-wide store performance analysis for a major retail chain drugstore
brand. The analysis help the client understand, among other things, how to adjust merchandise mix and
display parameters in individual stores to maximize traffic and profit in each retail trade area.
· We helped a
supply retailer with market segmentation and channel strategy development, facilitating the successful
expansion from traditional bricks-and-mortar and catalog to online sales, thus maximizing overall
profit and minimizing cross-channel cannibalization. Back to Top
helped a leading social media/marketing
firm develop more efficient and effective research, analytic and reporting systems to evaluate its clients’
social marketing campaign effectiveness. Back to
· We assisted a major supplier
of DSL phone
services with business-to-business and business-to-consumer targeting of loop-qualified prospects, and also
conducted follow-up performance analyses to assist marketing and sales.
· We built a churn model for a
telco to measure likelihood of churn among the current customer base. This model helped to identify those
customers most likely to defect, so that churn prevention outreach efforts could be targeted at
them. Back to Top
Travel, tourism and hospitality services:
· For a passenger rail service, we
conducted image and services-evaluation research and analysis to support marketing and advertising
· We designed and executed multi-regional
segmentation and targeting analyses for a leading car-sharing company, thus
greatly clarifying the characteristics of households most likely to use the service in each major
market. Back to Top
We helped a large
metropolitan natural gas distribution
company with image
research and customer satisfaction research and analysis.
Back to Top