We assess our clients' systems and technologies for data capture, storage and analysis, to identify whether data assets are integrated optimally into marketing operations.

We evaluate whether the measurement architecture in place covers the right metrics at each stage of the customer experience journey, in order to provide genuine visibility on marketing effectiveness and inform ongoing ROI improvement. 

Our approach to developing data strategies for our clients includes defining a detailed roadmap to achieve the optimal target state - the complete personalisation of customer experiences, underpinned by automated analytics, with near real time measurement.

Outputs include time-bound milestones for phase-based implementation. Each phase is designed to deliver short term wins and set-up organisations to better leverage long-term, data-driven opportunities.

Communicating with customers as individuals is one of the most effective ways to improve marketing ROI, but many organisations encounter challenges implementing personalised communications at scale. Our framework for developing audience targeting strategies enables our clients to implement segment-of-one targeting across mass-market audiences, deployed through both owned and paid communication channels.

Our approach starts with segmentation. We develop segmentation models using CRM data, online behavioural metrics and data captured through bespoke quantitative research dips. Using clustering, data mining and analytics methods, we identify and size key audiences which have the potential to deliver big pockets of new money. We enable personalisation at scale by defining targeting rules that combine segmentation with online triggers at each stage of the customer experience journey.

We onboard audience segments and define triggers in Martech and Adtech platforms, enabling personalisation at scale through digital communication touchpoints (online video, social, display, paid search, e-mail, etc).

Loyalty programs are a dime a dozen. Whilst all incur costs to business operators, many don’t drive genuine behavioural change. Therefore, few deliver positive ROI.

Designing loyalty programs that deliver a bigger share of wallet or reduced rates of churn requires profiling the attributes which different customer segments genuinely value – the attributes that, if harnessed correctly, can be used to drive sticky customer behaviour. Effective program design also needs to be underpinned by comprehensive profiling of other loyalty programs in market to avoid the most common program pitfall, the “me too” proposition.

Our approach combines customer analytics, market research and design thinking methods to develop loyalty programs that drive behaviour change and deliver tangible commercial returns.

A key opportunity for many businesses to drive a step change in sales and profitability is through pricing optimisation. Many businesses persist with non-sophisticated approaches, such as cost-plus pricing, and it is common for pricing decisions to be driven by opinions, not data. This almost always results in large amounts of money being left on the table.

Our framework for pricing optimization has been tailored for the market dynamics of different industries.

For industries where there is an interplay between shelf pricing and pricing on promotion, such as FMCG, we apply simulation methods to scenario plan how different pricing and promotional mixes affect key metrics (e.g. net sales, gross profit and trade spend).

More generally, we have deep experience applying regression analysis to assess the impact of historical pricing changes on demand. By combing elasticity modelling with profiling of price competitiveness in market, we identify opportunities to maximize margin and extract incremental value across portfolios of products or SKUs.