FTSE100 Utilities business: Marketing Effectiveness
Challenge:
Understanding the impact of marketing spend on customer behaviour for a large utilities company. The marketing budget was in the tens of millions with very little information on performance and effectiveness.
Solution:
Integrated marketing reporting system that identified the value of each campaign in customer revenues and long-term influence on customer behaviour. The integration of the system was key for internal management and ongoing cost control of data systems. The reporting system was built for 3 internal user groups – management, finance and marketing. Understanding the needs of each group was obtained in co-creation sessions to develop the format for delivery.
Version 1.0 was built fast with no reusability to ensure use and testing of the functional specifications. Version 2.0 built in the upgrade after user testing. Version 3.0 was implemented onto the system with internal IT to ensure the software automatically updated, assisting decision making and increasing effectiveness of marketing investment.
Fortune 100 Technology business: CRM & Campaign Modelling
Challenge:
A global tech company sought to grow need to invest in a CRM platform with integrated modelling, running effective campaigns that carried the right messages for customer segment targeting.
Solution:
The task used two specialist teams in San Francisco and London. The CRM team created a bespoke system allowing models to control the communication delivered to clients based on behaviour.
The Modelling team created an automated environment that updated the actions the CRM system took based on customer behaviour. The final build was software and machine learning models that created automated campaigns. The system learnt from customer reactions and behaviour to inform campaigns in the future. The power of having a differentiated campaign development environment meant marketing effectiveness results were market leading and delivered the competitive advantage needed.
Fortune 100 Insurance Business: Segmentation
Challenge:
A global insurer managing multiple distribution channels required a segmentation model to profile customers attitudes and behaviour, their needs and defining a product and marketing strategy for each channel.
Solution:
Defining a clear delivery was important with multiple country stakeholders needing to buy into the project and implement the final solution.
Starting with the priority markets (followed by all other markets) to ensure stability and effectiveness in the segmentation approach.
The segmentation research was fielded in 7 markets with 90% of the survey identical and the rest providing country uniqueness to allow for targeting, tagging to local databases and usability. The segmentation was built at a global level and then adapted for minor local nuances that would not impact the single strategy. The markets all received localised reports, training and tagging models to implement the marketing strategies effectively. The single strategy built a marketing community with common purpose and requirements that improved to effective deployment of resources and investment.