Never before have companies had such powerful technologies for interacting directly with customers, collecting and mining information about them, and tailoring their offerings accordingly. And never before have customers expected to interact so deeply with companies, and each other, to shape the products and services they use.*

Due to empowered customers and digital technologies, organisations can now interact directly with individual customers. Therefore, organisations must radically reorganise around the customer, with the intent of using information and interactions to maximise the customer lifetime value.

Do you want to engage and grow your customer value?

Through SEMA’s Information Hub, we can help you identify your unique segments, understand their differences and what makes them unique, what their interests, needs and channel preferences are, and talk to them uniquely.

The more you know about your customers, the more accurately conversations can be targeted to address their specific needs. To do this, marketing needs to liaise with IT and understand the insights in the data to leverage the unique way in which customers interact and engage with you. Increasing the sophistication of data usage enables predictive capabilities within your organisation, and improved reporting.

From online conversations that represent the voice of the customer, to tracking transactions, it's now easier to gather real-time data – and act on it – than ever before.

By outsourcing your data management to our SEMA Information Hub, we can manage the full data lifecycle for you. Your cleansed and enriched data can then be integrated in near-real time when required with systems to maintain the currency of your data organisation-wide.

Our clients rely on us to instigate, manage and present absolute data integrity, from cleansing and matching through to enrichment and scoring across the information supply chain as part of the data lifecycle.

Data lifecycle

SEMA specialises in creating secure, durable and flexible solutions built on standardised platforms that allow for multiple reuse. SEMA manages and presents absolute data integrity across the information supply chain as and integral part of the data lifecycle.

SEMA Group is a leading business process outsourcer for information technology and marketing services in Australia, providing communications management solutions to create Informational Advantage for its clients.

Our data capabilities are evident in four broad competencies to deliver an effective data strategy.

Data-driven strategy

The effective use of data starts with ensuring absolute data hygiene, visualisation, understanding and application of data. Through improved application of data and insights, SEMA's Information Hub delivers at the axis of customer engagement and organisational process. We are able to enhance your business' profitability, effectiveness and efficiency while reducing operational costs and building close relationships with your customers.

Customer engagement

By enhancing he customer experience through data driven insights carried through the communications lifecycle, SEMA helps create a new landscape for engagement. Engaged customers are your most valuable asset in your customer base. We help you obtain higher levels of engagement to drive customer advocacy through market and customer analysis, design and assessment to build strategic customer experience and relationship programmes and processes.

Cost-out in organisational process

We improve your financial and operational performance by enhancing the state of your data, and managing the effective use of it. This is enabled by technologies and business analytics to obtain more accurate information.

Data-driven strategic process

Our process for generating understanding includes:

• Business understanding is about the goals and objectives for the data mining project
• Data understanding is about the meaning and reliability of available data for the project
• Data preparation is about the selection, cleansing and formatting of data for the project
• Modelling is about the selection, generation and assessment of models
• Evaluation is about working out how the data mining results can help meet the objectives
• Deployment is about reporting on the results and integrating them in your business processes

SEMA can leverage cleansed and enriched data into a single customer view and then profile the data to build more sophisticated forms of campaign target selection criteria through various propensity modelling options for acquisition, next-best product, cross-sell, up-sell, churn, response models and bespoke segmentation. With these techniques businesses can achieve significant cost savings by eliminating wasted efforts, and continue the journey to leveraging Your Informational Advantage.

* 'Rethinking Marketing'. Roland T. Rust, Christine Moorman, and Gaurav Bhalla;
Harvard Business Review January-February 2010.