Waniya Enterprise (WE) is a marketing management company. Our services focus on our clients' most critical issues and opportunities: strategy, marketing, organization, operations, and technology across all geographies. WE bring deep, functional expertise, but are known for our holistic perspective: we capture value across boundaries and between the silos of any organization. We have proven a multiplier effect from optimizing the sum of the parts, not just the individual pieces.
Companies spend huge sums on direct marketing to acquire or retain customers through email, direct mail, catalogs and other tactics. Yet the return on investment (ROI) is often poor because the response rates tend to be very low—usually less than 5% and often less than 0.5%—and rates have been declining.
The business world is changing faster than ever, and increasingly companies are finding that timely response to shifting customer needs—their desires and expectations as well as their points of irritation and dissatisfaction—is essential for growing revenue. WE helps companies apply customer insights across the entire business by first asking the big, strategic questions: "Who are our target customers?," "How do we best serve them?," "Where do we need to play?," and then by addressing how to optimize operating models to meet those needs. WE also recognize that customers are driven by both rational and irrational mental processes; therefore, it is imperative to spend time with them, observe their behaviors and look for trends.
By identifying segmentation objectives and focusing on economics first, we are able to work alongside companies to design and implement segmentation strategies that are tailored to their needs. WE consider how clients will use the segmentation—through which avenues will they receive the data, how can the information be effectively used throughout the organization, what resulting actions are necessary and how will those initiatives be practically deployed in the field—to build enduring valuable analytic techniques.