Leading US-based online networking company wanted to understand the behavior of their customers.

• This project took 3 months for completion with the majority of time being spent on data collection
• The team included members from the market research & analytics departments of AbsolutData
• The team worked closely with the client to understand requirements and improve action ability of analysis
• Important usage behavioral data was gathered from clients’ data warehouse
• AbsolutData designed & executed an online survey to gather other relevant data.
• Customers were analyzed by their levels of commitment towards their portal as well as segmented on their intrinsic behavior variables.
• Key drivers which would help pushing customers to deeper levels of commitment were identified.A two-step cluster analysis was done to segment the customer-base. Further sub-segmentation & detailed profiling was done to help “put a face” on each segment.

• A base-line understanding of the customers, their usage drives & patterns was established
• The client has revamped their entire marketing strategy & organizational structure based on this analysis