As a TSYS company, ProPay is a B2B Fintech team specializing in micro-merchant payment systems. Given the rise of intense competition in their space, the company was looking to know what product, price, and messaging to go to market with to retain and grow the highest value customers.
Like most organizations adapting to the new digital world, ProPay was having a hard time leveraging their existing internal data to drive decision-making. While some of their data collection was incomplete, other data sources were going uncollected altogether. As a result, Emperitas consulted with leadership across the organization to create data governance to help ProPay progress through the data maturity stages and ensure Customer Lifetime models had the highest possible predictive power.
To augment ProPay’s existing data, Emperitas performed survey-based conjoint analysis to identify market share and customers’ willingness to pay. From this information, Emperitas produced quantitative models of individual customer preferences across the entire micro-merchant market, and how these preferences responded to changes in product features, pricing, marketing mix, and messaging.
Using their improved internal data, and the simulation results from the conjoint survey, Emperitas mapped the entire customer journey for ProPay and showed them specific marketing personas based on micro-merchant customers with the highest lifetime value. These personas provided their marketing team with the product features, pricing, messaging and channel mix needed to drive more signups and ensure better customer retention. A testimonial from ProPay is available below:
Our team is continually delivering the most accurate business intelligence for B2B & B2C companies in the financial, e-commerce, health, SaaS and consumer product verticals. Below are more case studies that illustrate our unique capabilities. If you’re interested in a more in-depth explanation let’s talk.