Bespoke analysis to support customer retention strategy for PureGym

"Edge Analytics offered the perfect balance of sharp intellect and analytic horse-power, with a down to earth, straightforward and flexible approach that helped us progress rapidly up the insight learning curve"

Pure Gym

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At its gym locations and online, PureGym routinely collects large volumes of customer data relating to member activity and gym usage. Aware of the potential of this vast data resource, and with a need to grow their knowledge of their membership base, PureGym commissioned Edge Analytics to undertake a comprehensive data mining analysis.

Key requirements included the ability to assess customer retention and length of tenure and, from these, derive improved customer intelligence to better understand Customer Lifetime Value.

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First, Edge Analytics constructed a multi-dimensional customer membership and activity data structure, linking PureGym data extracts with additional demographic indicators. Then, Edge developed a bespoke data mining engine to interrogate this data.

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This approach enabled analysis by gym location, membership profile, gym activity, subscription levels and additional demographic profile indicators. The solution was successfully able to distil information from millions of customer records into a suite of key performance indicators, thereby providing actionable intelligence for PureGym’s customer retention strategies.