Analysis, grouping and profiling of customers into value-based segments inform loyalty, lifecycle and targeted marketing strategies
Spirit of Tasmania required the help of Ellipsis to develop personas based on segmentation and demographic insights, to enable more customer-centric marketing.
The project also included reviewing the existing loyalty program, and recommending a new program design supported by robust financial analysis.
The Ellipsis team conducted a value-based segmentation to identify the most valuable customers, how much revenue they generate and their behaviours.
This was evaluated together with a qualitative segmentation which provided insight into the demographic profiles of customers, and was enriched with diverse staff interviews to gain a wider perspective on customer attributes and interactions.
Ellipsis also assessed the current loyalty program using our proprietary Return on Loyalty® methodology, providing a robust perspective on financial performance.
The quantitative and qualitative customer insights, together with the Return on Loyalty® evaluation, were used to develop a new program structure.
Spirit of Tasmania were able to implement many of Ellipsis’ recommendations to enhance the overall customer experience.
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