Data Integration

Modern analytics and Data Science can produce a multitude of actionable data, but ultimately you want to operationalize your data to ensure that actionable data becomes acted upon data.

One powerful way to operationalize your data is by pushing member-level analytics and Data Science outputs into your CRM and leveraging your CRM’s automations to autonomously and continuously act upon them. Now you’re maximizing the value of your CRM to act upon opportunities in a much more efficient way. Consider the following outputs pushed into your CRM as member attributes (we currently push more than 120) :

  • Total Lifetime Spend
  • Total Personal Training Spend
  • Date of Last Personal Training Spend
  • Member Duration
  • Check-In Frequency Change (statistically significant changes in check-in behavior)
  • Future Personal Training Purchase Probability (Machine Learning predictive model)
  • Attrition Probability (Machine Learning predictive model)

And some simplified automation rule possibilities
(they are endless!)

Goal
Target non-PT spenders who are most likely to become long-term PT spenders with an aggressive free session offer you wouldn’t want to risk offering to everyone.

CRM Automation Rule
IF Total Personal Training Spend = 0 AND Attrition Probability < 50 AND Future PT Purchase Probability > 75 THEN Enroll in aggressive PT offer campaign

Goal
Target previous PT spenders who have not purchased in the last 12 months with a less aggressive discount offer.

CRM Automation Rule
IF Total Personal Training Spend > $500 AND Date of Last Personal Training Spend > 12 Months THEN Enroll in PT discount campaign

Goal
Target high-value, high longevity lost members with aggressive reactivation offer you wouldn’t want to risk offering to everyone.

CRM Automation Rule
IF Member Status = Cancelled AND Total Lifetime Spend > $1,000 AND Member Duration > 24 Months THEN Enroll in aggressive reactivation offer campaign

Goal
Target high-value, high longevity members at risk of attrition with aggressive retention efforts long before they self-identify intention to leave.

CRM Automation Rule
IF Attrition Probability > 75 AND Total Lifetime Spend > $1,000 AND Member Duration > 24 Months THEN Enroll in aggressive retention campaign

Goal
Target members who have significantly increased their check-in behavior beyond their established seasonal averages–perhaps due to increased motivation or plateau frustration–with offers of nutritional counseling, exercise consultation, supplement sales, etc.

CRM Automation Rule
IF Check-In Frequency Change = More Than Usual THEN Enroll in “Take It To The Next Level” campaign