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Pellucid and Edgehill Expand Usage of their Customer Franchise Analysis (CFA) and Weather Impact Analysis (WIA) in 2006
June 12, 2006. Pellucid and Edgehill continue to attract clients using their innovative Customer Franchise Analysis with courses being added in New York, Maryland, California, Texas, Oregon and Wisconsin. The CFA application has now analyzed customer retention and value for over 750,000 golfers across the US and has covered over 2,000,000 separate golfer transactions.
In one case, the CFA identified and helped contact over 4,000 golfers from previous years who had not returned to play a client course. A follow up analysis identified $40,000 in revenues from those defectors within 60 days of the contact.
Data for the CFAs were obtained from an analysis of Point of Sale data obtained from users of Active (Fairway Systems), FORE Reservations, IBS and Jencess software platforms.
POS data from the CFA application has also been used in conjunction with Pellucidís proprietary Weather Impact Analysis to calculate Course Utilization trends over multiple years by month. Clients have used the data to more effectively time their promotional rates and allocate marketing expenditures.
As a result of this expanding use of its CFA and Weather Impact applications, Pellucid and Edgehill are developing a CFA application for Private Clubs to help analyze their member base by demographics, geographic distribution and economic value. In addition, they are developing the PAR Report (Performance Analysis Review) that will combine demographic and golf participation trends found in Pellucidís Golf Local Market Analyzer, data from the CFA and Weather Impact into a concise snapshot report. The PAR Report will also be interactive and allow a golf course to track its own Course Utilization with local, state and US trends. Both new applications will be available for beta use by July 15, 2006 and should be available as a web deliverable by the end of the year.