Knowing and classifying its customer base today constitutes a competitive advantage for a company. Organisations often have vast product and customer portfolios, but lack in-depth knowledge of the dynamics that lead customers to choose a given product. This is information that would be of strategic importance for all firms.

In offering the opportunity to understand and forecast customer behaviour, the iCLIP customer profiling motor, is an innovative performance management tool. iCLIP is based on genetic algorithms that use successive refinements to select the most appropriate model to represent the scenario. The rules used in the model are based on fuzzy logic which, unlike traditional logic, can accept multiple values defined within two opposing assessments, so offering the possibility to generate accurate models even in the absence of a complete history of the possible occurrences of system events.

iCLIP is applied to customer data as a common motor for data mining, and once a strategic marketing objective has been established can be used to:

  • identify the critical variables in realising a given objective;
  • highlight characteristics, patterns and implicit relations in data;
  • determine the best model to represent the data;
  • monitor indicators providing significant explanatory value even if not among the common KPI.
  • effect accurate forecasts of the behaviour of individual customers.

iCLIP can, therefore, help both to forecast the result of a new product launch, and to identify customers or targets at risk, so facilitating cross or up-selling actions.