All Customers Are Not Equal

80% of sales or profit will come from 20% ofcustomers

‘‘’’

What We Do

We identify the customers that matter from your data and

develop strategies that take advantage of this knowledge

Who Are Your Best Customers?

• The 80:20 Pareto Effect is alive and well and should be the driving force behind your marketing and business strategies

• So who are your best customers?– Where they are– What they do– When they do it– How often do they do it– How to find more of them– How best to talk to them– How to keep them – How to cross-sell and up-sell to them– How to identify those that are unprofitable

We Build Detailed Pictures of Your Best Customers

Profitability Attitudes

NeedsUsage

A Marriage of all the Elements

Demographics Lifestyle

We Unleash The Power Of Data

Personal Personal Personal

General General General

Customer Knowledge

Your BestCustomers

Database

Your Best Customers Online• Do you understand how your best customers behave online• Why should your site be all things to all people? Make it the most

effective for those who matter most to the business.– If your most profitable customers jump around the site, design

should enable that behavior – If those top-tier customers remain in one category, don't clutter

their experience with links they'll never use• Do you have incentives that appeal to your best customers?• Combining profitable customer data with online behaviour data is

the future

Who We Are• A data planning consultancy• Set up in 2009• Based in Leeds and Bristol• 5 employees with a network of associate consultants• Working in the private and public sectors• Part of the Journey Group

Data Planning

data

Data Interpretation• What Is Your Data Telling You?• We will audit your current data and create interpretation

from it– this often starts with the basics of quality and quantity– turning your data into timely, relevant and meaningful

information – turning that information into marketing advantage– Helping you ‘see the wood for the trees’

data

Data Analytics• What could your data be telling you?• We will undertake analysis on your data to build a fuller

picture. For example:– models can be developed that predict which of your customers are

most likely to churn or which are most likely to buy a specific product

– segmentation models can be developed that group your customers into specific clusters to help refine your contact strategy

– basket analysis models can be developed that analyse the combinations of products customers have purchased and help predict their next purchase

Data Strategy• What will your data allow you to do?• We develop data led business and marketing strategies to

maximise business growth– CRM, Acquisition & Retention Strategies– Cross-sell & Up-sell Strategies– Data Collection & Data Partnerships Strategies– Creative Testing & Message Hierarchies

What We Manage• Through a network of third party partners we will source

and manage – Large Data Analysis & Segmentation projects– Data Enhancement– Data Cleaning– Database Design & Build– List Purchase– Data Collection– Processing Data– Web Analytics

Our People

Peter Rivett-Jones Director

Steve Raper Director

David Emslie Director

Peter Rivett-Jones - Director

• 20 years of data and marketing experience

• Senior client services and planning positions in top DM agencies including Joshua, GGT Direct & EWA

• Founded DM agency Made With Love (MWL) in 1999 which was later sold to Chemistry in 2003

• Joined the board at Poulters in 2005 heading up all data and direct marketing accounts

• Co-founded The Data People in 2009

David Emslie - Director

• 25 years of data and marketing experience

• Senior management positions in top agencies including Poulters & JDA

• Head of Marketing for Strachan Bedrooms

• Joined Equifax in 1998 where he spent 10 years in a variety of senior Sales and Business Development roles in Marketing Services and Consumer Risk

• Co-founded The Data People in 2009

Steve Raper - Director

• A statistician with 25 years of data analysis and marketing experience

• Started career with British Gas in various sales and marketing positions

• Went agency side in 1994 as Data Manager for Bedrock Communications

• independent consultant since 1996 providing data strategy & data analysis for agencies and clients

• Co-founded The Data People in 2009

What Makes Us Different?• We are marketeers first and data planners second• We turn numbers into words and pictures. • We answer the "so what?" of data and statistics• We have vast experience in data and all its touch points• We are independent consultants with nothing to sell apart

from our time • We turn the complexity of data into strategies that make

sense• We champion simplicity

Sector Experience

• Retail • Leisure• Office Equipment• Telecoms• Financial Services• Mail Order• Utilities• Drinks

• NHS & Health• FMCG• Automotive• Industrial• B2B• Travel & Tourism• Airlines• Government

Alliance & Leicester

Case Study 1

The Brief• Alliance & Leicester had been using cold contact lists to

direct potential customers to their web site, with limited success

• Registered users of the site were segmented by answers to basic financial questions only upon registration

• Communications to registered users had minimal tailoring• With results from nearly 2 years’ activity now available, our

brief was to optimise results – – Increase visits to the site from dm activity– Maximise the potential value of visitors to the site

The Solution• The first step was to take the client’s database of registered

users, plus a sample file of non-respondents, and append lifestyle and demographic overlays to the data

• CHAID modelling based on each set of overlays was carried out and gains charts compared to improve targeting

• The client’s registered user base was segmented in terms of their long-term behaviour in relation to the site

• The resulting 6 clusters were profiled in terms of their likely financial requirements and long-term value potential

• The rules for optimum allocation to segments were modelled using discriminant analysis

The Solution• A series of new questions at registration were identified to

give the client data to allocate the new user immediately to the appropriate segment

The Results• There was an immediate increase of over 100% in site visits

generated from direct mail through the improved targeting• Value models within the segmentation allowed the client to

estimate long-term potential value• Thus determining the products advertised and marketing

investment for each segment• In addition, extra information about customers’ potential

value are being added to the model as experience gives us more accurate information about the web-site’s longer term usage patterns and sales values

Holmes Place

Case Study 2

The Brief• Like many of its competitors, Holmes Place concentrated on

acquisition during the unprecedented growth phase of the industry

• Customer retention and improved targeting for acquisition were recognised as important business drivers as:– competition increased – cost of acquisition increased– attrition rates exceeded 50% per annum

• Little was known about the customer, and no estimates of customer value and what drives it had been evaluated

• The brief was to understand the customer better to allow for smarter and more efficient marketing activity

The Solution• The first step was to take the client’s membership and

transaction databases and combine them• Append demographic and lifestyle information• Identify valuable customers – including length of

membership and additional spend (e.g. personal training)• Profiles for each club by value band were compiled• In addition, value groupings by type of membership and by

number of visits to clubs were made

The Solution• Key variables – transactional and lifestyle - for predicting

closure of membership were identified• The resulting model was applied to the customer base to

predict the likelihood of attrition • Although there are many factors affecting renewal of

membership (such as moving away from the area), many members do not renew because of their lack of usage of the facilities available

• The models allowed us to identify the probability of each member renewing, and allows communication strategies to be put into practice for valuable but potentially disloyal customers

The Results• Targeting for new customers has been revitalised • After years of reducing returns from marketing targeted by

demographics only, the new models coupled with data cleaning processes have resulted in a five-fold increase in response rates

• Costs per new member have been reduced• Average value of each new member acquired was increased• Early indications are that the modelling of likely defectors,

coupled with communications designed to retain them, is starting to reduce churn rates

Nescafe

Case Study 3

The Brief

• A major development in the Nescafe UP’s brand strategy was to narrow the target audience that all marketing communications were aimed at.

• Extensive work by the brand team had re-defined the audience that Nescafe UP would target.

• Two target audiences called Roast & Ground Dippers and Instant Dippers had been identified – c1.7m HH’s

• The brief was how, from a data perspective, do we find this audience to allow a major dm sampling campaign to take place

The Solution• Nescafe did not have marketing data of their own• There was not sufficient volumes of external data to

purchase that identified ‘dipping’• In order to get the quantity and quality of data needed we

proposed data modelling• In simple terms, this meant creating a profile of the people

we wanted and then finding lookalikes.• The secret lay in having the most accurate profile at the start• We recommended using Tesco Clubcard data to create the

profile that the data model would be built around• The model would then be applied to external lifestyle data

sources

The Model

Matched to Claritas

database

Build Data

Model

VALUE DATA

£

AudienceCharacteristics

TGI DATA

The Results

• The data model used in the direct marketing campaign proved to be highly successful

• The mailing delivered £280k uplift in the first three months alone

• The mailing had an impact on customers behaviour resulting in sustained change over a year – once customers had tried it they remained loyal

• Customers moved from the targeted product areas of Freeze Dried and R&G proving the model’s accuracy

• At a brand level customers were most likely to have moved from Kenco Ultra Premium and other Premium freeze dried coffees

The Data People use customer data to deliver greater profits and more effective outcomes

Thank You