Solutions — Customer & Commercial Analytics

Your Customers Generate
the Data. We Turn It Into
Revenue.

CALIGO builds the customer analytics infrastructure that lets banks, insurers, and telecoms understand every customer, predict every churn signal, and act on every commercial opportunity — in time to make a difference.

Customer 360 Churn & Retention Segmentation Campaign Analytics Next Best Action Sales Performance
Talk to a Customer Analytics Expert See Case Studies →
The Problem

You Have More Customer Data
Than Ever. And Less Insight.

Banks, insurers, and telecoms have accumulated enormous volumes of customer data — transactions, interactions, usage events, service records, policy data. Yet most commercial teams still make decisions based on aggregated reports, gut instinct, and quarterly segments that were built 18 months ago.

The gap between the data you hold and the intelligence you can act on is a commercial gap. Every churn that wasn't predicted. Every cross-sell opportunity that was sent to the wrong segment. Every campaign that optimised for clicks instead of revenue.

CALIGO closes that gap — by building the data infrastructure, analytical models, and decisioning pipelines that connect customer data to commercial outcomes.

No Single Customer View
Customer data is split across CRM, core banking, billing, and service platforms — no team has a complete picture of who the customer actually is.
Churn Discovered After the Fact
Retention teams find out about churn from the exit survey, not from a model that predicted it 90 days earlier when there was still time to act.
Segments Built on Demographics, Not Behaviour
Static demographic segments miss the nuance of how customers actually behave — leading to misaligned campaigns and wasted acquisition spend.
Campaign Results Can't Be Trusted
Without a clean customer data foundation, campaign measurement is unreliable — teams can't tell whether a campaign worked or whether the data is just inconsistent.
CLV Unknown Across the Portfolio
Commercial decisions — pricing, retention investment, channel mix — are made without knowing what individual customers are actually worth to the business over time.
Our Approach

From Raw Customer Data
to Commercial Intelligence.

We build the data foundation first — a unified customer view — then layer predictive models and decisioning pipelines on top. Every analytical output is designed to connect directly to a commercial action.

01
Customer Data Audit
We map every customer data source — CRM, transactions, usage, service, billing — and assess completeness, consistency, and coverage. Output: a clear picture of what you have, what's missing, and what it takes to build a reliable customer view.
Source MappingData Quality Baseline2–3 Weeks
02
Customer 360 Design & Build
We design the unified customer data model — golden record, identity resolution, relationship hierarchy, and behavioural attribute layer. Built on our industry-specific data models, accelerating delivery by up to 50%.
Golden RecordIdentity ResolutionCDP Architecture
03
Segmentation & Scoring Models
We build behavioural segmentation models, churn propensity scores, CLV models, and next best action engines — trained on your customer history, validated against your commercial outcomes, and deployed to your decisioning environment.
ML SegmentationChurn ScoringCLV Models
04
Campaign & Decisioning Integration
We connect analytical outputs to your campaign management, CRM, and digital channels — so that segment membership, churn scores, and next best action recommendations flow automatically into the systems your commercial teams use every day.
CRM IntegrationCampaign Feed APIsReal-Time Decisioning
05
Measurement & Attribution
We build the measurement layer — campaign attribution, A/B test infrastructure, incrementality measurement, and commercial KPI dashboards — so every initiative is evaluated against its actual revenue impact.
Attribution ModelsA/B InfrastructureCommercial KPI Layer
06
Operate & Retrain
Customer behaviour changes — models drift. We operate the analytical infrastructure, monitor model performance, retrain on fresh data, and continuously improve predictions as your customer base evolves.
Model MonitoringAutomated RetrainingOngoing Optimisation
Customer Intelligence Architecture
Customer Data Sources
Core Banking / Policy
CRM & Service
Usage & Billing
Digital & App Events
Campaign History
↓ Identity Resolution & Golden Record ↓
Customer 360 & Analytics Layer
Customer 360 Profile
Behavioural Segments
Churn Score
CLV Model
Next Best Action
↓ Decisioning & Activation ↓
Commercial Activation
Campaign Management
Personalisation Engine
Sales & Retention Teams
Digital Channels
What We Deliver

Six Capabilities That Connect
Data to Commercial Outcomes.

Each capability is built on a unified customer data foundation. Together, they give commercial and marketing teams the intelligence to act earlier, target better, and retain more.

Customer 360 & Golden Record
A unified, deduplicated customer profile that integrates data from every touchpoint — transactions, interactions, usage, and service history — into a single, trusted view of each customer.
Identity resolution across systems
Relationship & household hierarchy
Real-time profile enrichment
Product holding & tenure view
Behavioural Segmentation
ML-driven segments built on actual customer behaviour — usage patterns, transaction velocity, digital engagement, lifecycle stage — updated continuously, not quarterly.
Clustering & RFM models
Lifecycle stage classification
Dynamic segment refresh
Segment sizing & revenue analysis
Churn & Retention Analytics
Predictive churn models that score every customer on their risk of leaving — 30, 60, or 90 days out — with the behavioural drivers surfaced so retention teams know exactly how to intervene.
Churn propensity scoring
Early warning signal detection
Retention offer recommendation
Churn driver attribution
Next Best Action & Personalisation
A real-time decisioning layer that selects the optimal product offer, channel, and message for each customer at each interaction — balancing propensity, eligibility, and commercial value.
Propensity-to-buy models
Offer eligibility rules engine
Channel & timing optimisation
Real-time API for digital channels
Campaign Analytics & Optimisation
An end-to-end campaign measurement infrastructure — from audience definition to revenue attribution — with A/B testing, holdout groups, and incrementality measurement built in from the start.
Campaign performance data model
Revenue attribution by channel
A/B & holdout group management
Incrementality & uplift measurement
Sales & Commercial Performance Analytics
Portfolio-level commercial intelligence — CLV distribution, product penetration, cross-sell ratios, sales funnel conversion, and agent performance — giving commercial leaders the data to manage their business, not just report on it.
CLV modelling & portfolio analysis
Product penetration & cross-sell tracking
Sales funnel & conversion analytics
Agent & branch performance dashboards
Use Cases

Insight That Moves
the Commercial Needle

These are the outcomes our clients achieve when customer analytics is built on a reliable data foundation — not just better dashboards, but measurable revenue impact.

Telecommunications · Turkey
CDP for 18M Subscribers — 23% Churn Reduction
Customer data fragmented across 6 systems. CALIGO unified all subscriber, usage, and billing data into a single CDP — enabling real-time churn scoring and targeted retention offers for each segment.
23% churn reduction across 18M subscriber base
Banking · Retail
Next Best Offer Engine — Cross-sell Revenue +18%
A retail bank's cross-sell rate was below industry benchmark. CALIGO built a propensity-to-buy model for 12 product categories, integrated with CRM campaign workflows — personalised offers to 2.3M customers.
Cross-sell revenue increased 18% in first 6 months
Insurance · Life
Renewal Churn Prediction — Retention Cost Halved
A life insurer's renewal team was contacting all at-risk customers equally. CALIGO built a churn propensity model that scored each policy at renewal — allowing the team to focus retention spend on highest-risk, highest-value customers.
Retention cost per saved customer reduced by 47%
Telecom · Commercial
Campaign Attribution — Spend Reallocated to +3.2× ROI Channels
A telecom operator couldn't attribute revenue to specific campaigns or channels. CALIGO built a campaign data model with holdout groups and multi-touch attribution — revealing which channels drove real incremental revenue.
Marketing ROI increased 3.2× after channel reallocation
Banking · SME
SME Segment Analytics — Revenue per Customer +22%
An SME bank had no behavioural view of its business customers. CALIGO built an SME Customer 360 combining transaction, product, and relationship data — enabling targeted product upsell and service tier optimisation.
SME revenue per customer increased 22% year-on-year
Telecom · Revenue
CLV Modelling — Portfolio Pricing Redesign
A telecom operator had no CLV model — pricing and retention spend were applied uniformly. CALIGO built a 36-month CLV model across 15M subscribers — enabling differentiated pricing and retention investment by customer value band.
ARPU increased 9% through value-based pricing redesign
Related Accelerators

Industry Data Models That
Accelerate Customer Analytics

CALIGO's pre-built customer data models contain the entity definitions, attribute libraries, and relationship structures that would otherwise take months to design from scratch.

Telecom
Telecom Data Model
Subscriber profile, usage analytics, product holding, and campaign history — pre-modelled for churn scoring, CLV, and CDP builds on any telecom operator's data environment.
Learn more
Banking
Banking Data Warehouse Model
Customer 360 for retail and SME banking — integrating product holdings, transaction behaviour, channel usage, and relationship data into a unified customer analytical layer.
Learn more
Insurance
Insurance Data Warehouse Model
Policy holder 360, claims history, renewal behaviour, and cross-product holding view — pre-built for churn prediction, retention analytics, and CLV modelling across life and non-life lines.
Learn more
Case Studies

Customer Analytics
in Production.

All Case Studies →
BankingCustomer Analytics
Alternative Credit Scoring & Financial Inclusion — A Regional Bank
Alternative credit scoring model using transactional behaviour and cash flow patterns — expanding approvals to creditworthy customers with thin bureau files, validated over 24 months with no increase in default rate.
+18%
Approval Rate
0%
Default Change
24mo
Validation
Read Case Study
Ready to Start

Your Customers Are Telling
You Something. Are You Listening?

Every transaction, interaction, and usage event is a signal. CALIGO builds the systems that capture those signals, translate them into intelligence, and connect that intelligence to the commercial actions that grow revenue and reduce churn.

Start with a Customer Data Assessment See Regulatory & Risk Analytics →