• Customer Analytics

Explore the new frontiers of Customer Analysis

Here is a model for analysis and management of corporate value: when Customer Engagement can really make a difference

Brands and Relational Capital

The great economists of today – the likes of Baruch Lev, Robert Kaplan and David Norton – concluded their pioneering research activities by emphasising the fact that financial reports can – at most – represent 30% of a company real value.

In summary, in light of the great changes that followed the digital revolution (and not only), most of a brand value is hidden from a company’s financial statement. Furthermore, the latest evidence in the corporate field speaks of an undisputed relevance of the so-called Relational capital: their own Customers.

The advantages of the new
relational approach

  • Higher financial results

  • Increase in Brand Awareness

  • Greater Customer Loyalty

Customer Engagement

Statistical studies have shown that an increase of a Company’s Relational capital can lead to truly incredible results.

All this is measured very effectively by Customer Engagement. The latter indicates the amount of interaction that customers have with a brand’s online and offline ecosystem.

White Rabbit CDP has developed its own Customer Engagement system called Happy Index. This is a metric capable of measuring the value of interaction between a company and its customers (or potential ones).

Find out more

Customisation of the Happy Index
used for a Customer Base analysis

In addition to the advanced analysis systems mentioned above, it is also possible to perform further Customer Base and Relational capital analyses following other static, quantitative or financial metrics, such as, for example:

  • of the CLV: Customer Lifetime Value;
  • of the CAC: Costo di Acquisizione;
  • of the LTV: Lifetime Value;
  • and many other customizable metrics.
  • Number of customers;
  • Number of Prospects;
  • Number of Open and Closed Negotiations;
  • Customers’ Life Cycle funnel (prospects, new, recurring, inactive)
  • Reactivity to specific operations and marketing activities;
  • to specific communication Classes;
  • calculated reactivity on Hourly average;
  • reactivity to Mail Marketing in general;

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