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Database enhancement for SHL
Founded over 25 years ago, SHL is the world leader in objective people assessment, based on the science of psychometrics. In partnership with over 5,500 client organizations worldwide, SHL provides innovative, configurable and scientifically robust workforce solutions that deliver tangible improvements in people performance.
SHL’s UK sales database was analysed in order to: gain a better understanding of customer buying behaviour; assist in the development of a robust segmentation model for the business; predict future buying patterns based on past behaviour, and create marketing initiatives to capitalise on such opportunities.
The statistical analysis revealed strong – and unexpected – correlations within the database. Relationships were evident between specific kinds of customers (e.g. size of business, vertical market), and their purchasing behaviour. This information was used as input to create new marketing campaign initiatives.
