THE BRIDGE TO SUCCESS HAS MANY PATHS

We recognise the path to data led strategies is a journey.  For many organisations it is hard to get started while there are others that are ready to take things to the next level.

We tailor our solutions to your need by identifying what can be realistically achieved and what will make a genuine difference to achieving your goals.

As the situation of every organisation is unique, so is the solution required.  We don't offer products, instead we want to know all about your organisation and creatively propose solutions based on the opportunities and barriers you face.

Whether you are trying to find more supporters/customers, open a new store, enhance your data, set up some dynamic reporting, develop some snazzy visualisations or anything else you can think of - we would love to help.  Get in touch to chat and maybe we can do just that.

Community Engagement Reporting for a Local Church

  • Better understanding of local communities with up to date data and insight

  • Ability to provide relevant services to community members

  • Geographical targeting of services

  • Being relevant to the cultural and economic situations in different parts of the community

PROBLEM:

Many organisations, be them retailers, charities and churches, often have little understanding of their communities and the trends which are evolving beyond a simple 'word on the street'.  

SOLUTION:

A comprehensive reporting tool has been developed to inform and aid (in this case) churches in engaging with their local communities. See a full sample report here.

OUTCOME:

Quite simply, organisations know their communities a whole lot better.  They can target, engage and communicate their services a lot more effectively and be proactive rather than reactive in strategies to achieve their missions. 

New Store Location Analysis for a Retailer

  • Optimally located stores

  • Relevant catchment areas to offering

  • Reduced cannibalisation

 

PROBLEM:

The client was looking to expand its retail network and find the optimal places in which to place new stores. Current knowledge was limited to sales data and anecdotal assumptions.

SOLUTION:

As address details were kept with transactions a profile of customers was developed by adding open data and paid socio economic profiles. The data was also used to estimate drive time customers made to stores to development catchment boundaries, which varied amongst differing population densities and also the level of competitors.

Customer profiles are laid across non catchment areas to find areas with high densities of people meeting the optimal customer profile types. These reflect population growth projections (especially as new build customers are much more likely to buy the product) to estimate the potential market size over the next five years.

OUTCOME:

Using this stores with a targeted market in close proximity could be established with significantly reduced risk and little cannibalisation of the existing base.

Media Strategy for Service Provider

Supporter Acquisition for a Small Charity

  • ​Better targeted acquistion strategy

  • Focused and relevant marketing

  • More engaged supporters

  • Reduced costs

 

PROBLEM:

This charity had limited information of its supporters with little more than contact information and basic behavioural data.

 

SOLUTION:

Using the initial data I was able to add freely available open data along with bought socio economic profiles and give the charity a first full sight of what their base looked like.  Likewise I could differentiate the supporters to see what their highest value supporters look like compared to contacts, advocates and churned supporters.

 

This data could be mixed with acquisition dates and channels - it was found that certain channels had high churn rates while also some acquired at certain holiday periods.  Bringing in marketing costs the most effective channels at bringing in high value supporters could be identified.

 

OUTCOME:

Using the profile of high value customers, the locations of where such supporters can be identified, along with the type of media they consume and other interests.  This combined with optimal media channels resulted in a renewed phase of focus marketing with successful long term uplifts and massively reduced wastage.

Cross Sell and Churn Modelling for Telecoms Company

  • Targeted communication to customers

  • Reduced churn rates

  • Increased upsell of related products

  • More efficient marketing spend

 

PROBLEM:

This telco has the twin needs of identifying those customers who they could develop and those who were most at risk of leaving the organisation.

 

SOLUTION:

These projects could be tied together as both are using mostly the same past data and behaviour to anticipate what will happen in the future.  This data was not only internal data relating to transactions, tenure, contract information and demographics, but also supplementing it with external data. Appropriate customer level databases could then be developed.

 

Basic profiling will initially give insight into the key characteristics of cross sell prospects and churn suspects.  The next step is more sophisticated statistical modelling to more precisely analyse individuals on their own unique circumstance.  Robust and accurate models will then calculate the likelihood to the investigated events occurring.

 

OUTCOME:

Using these results the client is able to communicate to their customers with the right offers - be it offering further products, retention incentives or somewhere inbetween.  Of course it is the responses to these communications that really matter, so continuous testing is done to find the most effective messages and offers which persuade customers to continue and develop their relationship with the Telco.  The result is improved retention and increased engagement simply by understanding customers a little bit better. 

  • Efficiently timed campaigns

  • Understanding of long term impact

  • Greater synergies between media

  • Targeted channels, days and spots

  • Improved cost effectiveness

PROBLEM:

This organisation was established in media activities (TV, Radio, Digital) but was unclear if it was working and how to run these activities more effectively going forward.  A move away from the 'what feels right' was required.

 

SOLUTION:

The solution to take this forward was three-fold - establish the short and long term values of marketing activities, determining when to do marketing and then focusing on the media mix, timings (day/time), durations and reach.

 

The most difficult part of this project is the accumulation of a lot of data, not only sales, calls and web hits, but also all TV and radio spots and digital activity.  Furthermore, it required brainstorming on all the drivers of sales (weather, seasonal influences, competitor activities, etc) and attempting to quantify these.

 

From here a base line level of sales can be developed with the uplift associated to marketing.  This is an imprecise science, however with a mix of simple profiling and time series, and maybe more sophisticated econometrics, a reasonable picture can be established.  Using this profitability can be calculated and the relative performance of individual and combinations of media can be established.

OUTCOME:

Recommendations are thus made for future campaigns to improve performance.  This is not perfect straight away (and of course some untried tests may fail), but it is the beginning of a continuous improvement framework to increase profitability at each iteration.