Lityx ContactOpt

Understanding and Embracing Customer Diversity

Customers and prospects are diverse by nature of being human. This fact is not new to a marketer. But, how can we develop a better understanding of those differences? And more importantly, how do we create leverage from those differences to generate business value? It's complex, but very do-able.

Marketing Elasticity

Just like sensitivity to price, consumers are sensitive to marketing messages and offers. And they are sensitive each in their own way. Diversity strikes again. These elasticities are what drive Lityx ContactOpt, allowing the solution to weed through diversity and focus on value.

Fine-Tuning Your Contact Strategy

The most important aspect of communicating with customers and prospects is to talk to them in a way that is relevant. ContactOpt realizes this, and and looks at "relevance" from two vantage points: relevance to the customer, and relevance to your bottom line.

Good For Us vs Good For Them

There are subtle and very complex tradeoffs between these two concepts of relevance. For example, a large discount coupon may entice Customer A to shop and buy, but to an unprofitable level. Perhaps she is not strongly loyal, but will take a deal when she sees one. On the other hand, Customer B receives only an email about a new or complimentary product. He is strongly loyal and buys the product at full price. Making the offer relevant to A led to an unprofitable result, and therefore not relevant to the company. ContactOpt helps manage these tradeoffs and determine contact strategies that are relevant to both customer and company.

Focus on Data

None of the above can happen without data. How will we know what is relevant if we haven't experimented, collected data, and analyzed the results? Lityx ContactOpt relies heavily on data, including:

• Loyalty
• Demographics
• Spatial and competitive data
• Economics
• Contact and transaction history
• Market tests and research

Lityx can help define and collect the required data for those organizations who are not quite there yet.

Integration With Predictive Models

Optimal contact strategies require strong models. ContactOpt is integrated with the Predictive Modeling Platform to accomplish this. Models are available within ContactOpt for seamlessly integrated modeling and optimization.