With people at the heart of everything we do — whether
that’s our customers, their customers, or our own
employees — we’re proud to be able to share stories of
some of the tangible outcomes we’ve delivered over
the years with consumer data.
Take a look at the selection of case studies below to
see how we’ve helped our customers use consumer data
intelligently. You’ll see how we’ve helped countless
businesses to gain valuable insight from their existing
data, optimise customer acquisition and retention, and more.
It’s often the case that models used to determine a brands/products target audience can tire and targetable volumes diminish. The need for regularly profiling and performance analysis on consumer data is necessary along with a modelling dataset that is sizable and accurate in breadth and
depth. Frequently we are approached with this problem…
How can we improve our Direct Mail or Email channel performance?
Using our Resident UK consumer data single view of 51m adults and 400+ variables we can model existing customer data to create a flexible model of opportunity which can be dialled up or down to specific response, conversion, CPS or yr1/yr2 value targets.
By increasing prospect opportunity and removing weaker performing consumer data falling below target, sales volumes increased by 29% within target CPS levels.
Due to a change in business requirement our clients objective shifted to driving growth aiming for a 25% sales increase over a 3mth period within a budgeted 10% CPS increase against target.
We utilised our existing performance model exhausting all contactable individuals within a maximum CPS range, tracked against proven response and conversion rates. Whilst introducing new consumer data types for controlled testing and a contact strategy to optimise return. A detailed forecast was provided outlining opportunity levels against scaled degrees of risk.
The plan exceeded all expectations with the new tests and contact optimisation driving a significant uplift. Average unique monthly contacts increased by 53%, the volume of sales increased by 86% and overall CPS reduced by 26%.
Pricing and competitiveness has a significant impact on overall conversion within the utilities sector. However, frequently geographical
optimisation is not utilised. The challenge for this client was ‘how can we increase performance of our outbound marketing?’ And whilst we
identified several solutions a simple re-prioritisation of effort had an immediate impact.
Through detailed geographical analysis we identified that 24% of our client’s geographical areas yielded a 58% higher sale rate. Yet in some of these highest converting postcodes, where brand awareness and price competitiveness was strong less than 1% of households were being engaged. Using our prioritisation scoring methodology and Resident for optimum channel permissions we were able prioritise all postcodes into a performance ranking and increase prospect opportunity in top ranking postcodes.
47% higher contact to sale ratio and increased engagement within outbound call teams due to higher return rates.
Many retailers suffer with a back book of lapsed consumer data which dependent on the period of lapse can have a high volume of goneaways and sadly deceased individuals. We believe that it is really important to ensure data is clean and as accurate as possible but this unfortunately can come at significant cost to the retailer and in many cases can outweigh the opportunity value of re-engagement activity.
Using our Occupancy scoring which sits across our UK single view of 51m individuals we segment customer data based on the likelihood of an individual to have moved home. This reduces the potential for high mailing wastage or suppression costs by filtering out those individuals who are likely to have moved prior to running industry suppressions.
Re-engagement activity focused on the top 5 segments of lapsed opportunity. Suppression costs reduced by 31% and higher scoring segments were diverted to email and social activity through our Resident marketing permissions
Data is only ever data, unless it’s high quality, accurate and brought to life in the right way. We work closely with our customers to deliver meaningful insight that drives performance and growth with a service that’s tailored to each and every business.
High quality data is important. Their product and the insight it brings is invaluable. Combine this with the quality of their people and their approach and that’s where it starts to become a true enabler for our business.
They have an in-depth understanding of our business objectives, they ask the right questions and make valid recommendations that I trust. It all results in business growth for us.
They refer to themselves as a data consultancy but for us, they’re an acquisition and growth provider”
FRANS GERBER, SNR DIGITAL MARKETING MANAGER – A-PLAN INSURANCE