Datafusion - delivering customer insight

Data Fusion The Final Frontier An Introduction to MARKETGEM ™ Michael Collins BA(Hons), DipM, MCIM, FIDM Managing Consultant - Database Marketing Counsel Visiting University Lecturer in Database Marketing & CRM

The Classic Strategic Circle RESPONSE TUNE STRATEGY DATABASE COMMUNICATION ANALYSE RESPONSE

The New Strategic Circle CONTROLLED RESPONSE INTERPRET, ANALYSE AUTOMATION DATABASE BROAD RANGE OF COMMUNICATION MEDIA UNCONTROLLED RESPONSE, NEW DATA, INTELLIGENCE ,[object Object],[object Object]

How do you understand your customers? Behaviour Purchases Responses Queries Complaints Profile Demographics Lifestyle Personal Psychographics Attitudes Aspirations Preferences Retention Acquisition Cloning

How Do Customers Segment Themselves? Email Phone Mail Sales Visit SPECTRUM OF RELATIONSHIP I need constant contact I know where you are when I want something

Demographics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],Demographics & Lifestyles may not be enough

Psychographics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],New small car that I can afford Flashy big used car with personalised plate

B2B Demographics ,[object Object],[object Object],[object Object],[object Object],[object Object]

B2B Discriminators ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

B2B Psychographics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Psychographics Adding to your database from research ,[object Object],[object Object],[object Object],[object Object],[object Object]

Why MarketGEM ™ ? 360 ° VIEW OF THE CONTACTS The WHAT, WHEN, WHO, WHICH & HOW MUCH Customers Prospects Suspects Promotions Complaints Branches Products Campaign Response Source Quotations Referrals Lifetime Expenditure Enquiries

Why MarketGEM ™ ? … but you also want to know WHY? … . and who else WILL behave in a similar way … .to build a model that will identify the “nuggets of opportunity” just waiting to benefit your relationship with your customers

A Process of data fusion……. The MarketGEM ™ Process

Your Systems Data (Customers & Transactions) Start with your own data……. The MarketGEM ™ Process Names Addresses Postcodes Source Campaign history Response History Purchase History Enquiries Complaints Referrals Data acquired

Your Systems Data (Members & Transactions) … enhancement & enrichment… The MarketGEM ™ Process External Qualification (Demographics & Classifications) Demographics Lifestyle Product Purchase Magazine Subscriptions Postcode verification

Your Systems Data External Qualification (Members & Transactions) (Demographics & Classifications) … enhancement & enrichment… This is the basis for a fast start - maximising available data for business decisions Define your SEGMENTS and determine your “GOLDEN QUESTIONS” The MarketGEM ™ Process

The MarketGEM ™ Process Targeted Market Research Your Systems Data External Qualification (Attitudes & Aspirations) (Members & Transactions) (Demographics & Classifications) ..add bespoke research data…

The MarketGEM ™ Process Targeted Market Research Your Systems Data External Qualification (Attitudes & Aspirations) (Members & Transactions) (Demographics & Classifications) … a model is built Deliver actionable direction for immediate benefit, stage by stage

How does it work? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Notional scenario Customer & Prospect Details & Transactions CUSTOMER DATA MARKETING UNIVERSE Orders Sales Campaigns Complaints ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tools for analysis, reporting, selection and querying

Application – consumer markets ,[object Object],[object Object],[object Object],[object Object]

Enhanced MBA – Travel Industry ,[object Object],Results reveal highest number of combinations Provides direction for cross sell Website or brochure layout Relationship management ,[object Object]

Application - Retailing ,[object Object],[object Object],[object Object],[object Object],[object Object]

Identifying the best “clones” ,[object Object],[object Object],[object Object],Application - Retailing

Application - Retailing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Second Rank Clones

[object Object],[object Object],[object Object],[object Object],Application - Retailing ,[object Object],[object Object]

Application – B2B ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Application – B2B Company Name Postcode Business Demographics Sector Registration Code Advertising spend Job Function Job Title Turnover Product/Service 1. Business demographics: Enhancement /verification 2. PAF data (UK & Foreign) Address verification & formatting 3. Weather/Travel Info 4. Advertising Monitoring Market share, expenditure comparison 5. Sector performance Adding External Data

[object Object],[object Object],[object Object],Application – B2B Examples of Business Opportunities Tiny businesses using show to network with similar businesses. Benefit: Sponsored “small business forum” yielded £25k opportunity Majority of high spending advertisers spent considerably more with competitors, using the client’s titles for recruitment, not brand advertising. Benefit: Sales objectives amended to attack competitor activity Some big names felt that their presence was vital to the event’s success and so were not signing contracts until the last minute or after the event. Benefit: Reducing the business risk through improved business process

Address uppermost business imperatives Growth – Effectiveness – Market Share ,[object Object],[object Object],[object Object],[object Object],[object Object],Why MarketGEM ™ ? … through Data Fusion

Why MarketGEM ™ ? Maximised yield from web and brochure layout £25k+ to bottom line, risk reduction & cashflow benefits £1.25m increased turnover

Thank You www.marketgem.co.uk Data Fusion The Final Frontier An Introduction to MARKETGEM ™

Datafusion - delivering customer insight

Datafusion - delivering customer insight

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