Data Solutions
Data is known to be the driver for business and its transformation. Data needs proper maintenance, preservation, enhancement and interpretation before it can become an asset and be used to make strategic decisions. In today’s world of multi-channel marketing, ensuring your customer data is clean and up to date is a top priority. Good data significantly improves the performance of everything, from campaign results, conversion and retention, to customer service.
"Customer names and addresses improve the performance of everything in marketing – so long as the data is correct." - David Reed Marketing Week
"We value data, not demographics; and segmentation, not assumptions." - Sarah Fussey Director of Marketing (hotel brand)
Best Western
Marketing Database
Managing data means taking care of it so that it works for your business. With robust and comprehensive data management solutions, information collected and added is no longer subject to accidental disorganisation allowing the business to become highly strategic and increase conversion and retention.
Marketing Databases and Customer Relationship Marketing (CRM) have been around for a long time but the latest generation of marketing database and CRM systems enable you to communicate with your audience, via any channel, at the right time, with a relevant message or call for action.
Consumer Cloud Services has over 20 years of experience in the design, build and migration of data for CRM systems.We have built marketing databases with
intelligence, way beyond just recency, frequency and spend. Data that perfectly fits with the CRM system of choice provides insight to purchase behaviour, acting on most recent data and product information. For each client, we provide a dedicated account management team available 12 hours per working day ensuring your data is updated on time with new feeds and campaign information.
Data Audit, Data Enhancement
Every marketing campaign needs data that performs. The process of cleaning or hygiene involves making sure name and address data is accurate and up to date. This is the foundation to create a marketing database which in turn facilitates successful CRM.
Consumer Cloud Services has an entire department dedicated to the development and management of marketing databases, staffed by skilled practitioners with vast knowledge of consumer data processing. With Data Hygiene, names and addresses are processed and enhanced prior to further processing in order to maximise discounts on postal mailings.
Names are checked for standard abbreviation for titles, correct suffixes, forename variants, with salacious and ‘nonsense’
names identified and removed. We use Royal Mail’s Postal Address File (PAF) for checking and correcting addresses. The more you know about your customers, the more accurate your marketing database and the better your CRM and engagement results.Our bespoke and off the shelf data solutions provide you with high levels of accuracy and cost efficiencies.
Deduplication, Intelligent Matching
We deduplicate to reduce annoyance of recipients who might otherwise receive the same communication. Deduplication also helps marketers target campaigns more effectively, enhancing the marketer’s image with customers and prospects. It helps improve the quality of the marketing database and direct marketing via the CRM system become more cost effective by preventing duplicated mailing.
Consumer Cloud Services has 3 levels of deduplication – Individual, Family/Surname and Delivery/Household. With our Individual level
deduplication, we use title, initials/forenames, surname and address. For Family level, we deduplicate using surname and address. With the Delivery/Household level
dedupe, only the address details are used.
We use extensive matchkeys and matching (series of match algorithms). These identify duplicate records whilst at the same
time minimise overkill. Whether you want to remove duplicates from your database or combine separate files, we will provide you with the highest data quality so
you can market more efficiently.
There is also an option of deduping using more than one channel e.g. postal and email.
Suppression
Keeping customer data clean is a challenge and keeping it up to date is crucial for every marketing effort.
Good data cleansing and data suppression is important in order to help achieve effective marketing campaigns. Data suppression is removing obsolete or unwanted names from your marketing database, leaving you to focus on those customers and prospects that are most likely to respond to your offers.
Compliance is a major issue for marketers, Consumer Cloud Services uses industry suppression files that identify and remove deceased and
prevent distress being caused to family members who have lost a relative . Removing goneaways minimises wastage and helps preserve reputation.
We can also provide TPS screening, which is a must for any tele marketing acquisition campaigns.
Data Analysis, Segmentation, Insight
Relevance is one of the points to focus on when sending promotional messages to your customers. The data you gather and add to your marketing database provides you tools for analysis, profiling and segmentation that will enhance CRM and give you the needed marketing insight, creating relevant and timely messages.
SOME OF OUR DATA SOLUTION WINS
Providing effective solutions to your consumer data problems
AXA are one of the World's leading financial services companies operating in 56 countries. Formed in 1817, they are best known for their pensions and investment products with a customer base of many millions in the UK alone.
The Challenge
- AXA UK wanted to reduce the 'leakage' of bond holder customers and increase rate of bond renewals but were unsure how to effectively do this.
- A marketing strategy was needed with an SCV of bond holders as its core which would be used to drive campaigns.
- Data required to build the bond holder SCV was housed at various departments throughout AXA, on different systems with no link between them.
Our Solution
- A data matching system developed which firstly identified same individuals and same households then consolidated pertinent items into a SCV.
- Analysis, segmentation and propensity models developed to help identify which bond holders were most likely to not renew.
- Results from all campaigns fed back into the SCV to help further refine the propensity models and improve targeting.
The Result
- Bond holders SCV was key driver for the multi channel marketing communications undertaken.
- After two years of running the campaigns bond leakage numbers decreased substantially, compared to rates previously experienced.
- Bond holders SCV was used for analysis relating to other investment products providing actionable information for targeted communications.
Providing effective solutions to your consumer data problems
Viking is the World's leading river cruise company selling river cruises on their own extensive fleet of ships operating in
Europe, Russia and China.
Their river cruises focus on luxury with itineraries that always include cultural sightseeing and educational talks.
The Challenge
- Viking had mainly sold via travel agents but wanted to rapidly build their direct market share in UK.
- Ticketing data was held at the head office in US, some 'fragmented' marketing data was held at the UK office.
- Viking firstly had to understand more about its UK customers before embarking on any acquisition campaigns.
Our Solution
- The assimilation of ticketing data, marketing data and enquirer information formed basis of the UK customer and enquirer SCV.
- The addition of core lifestyle and demographic information allowed our analytical partner to undertake intuitive customer analysis.
- Actionable information which helped Viking undertake a programme of above the line campaigns targeting likely prospects.
The Result
- Since the SCV was built Viking has more than trebled its number of direct customers.
- Repeat booking rates have increased substantially and continue to grow YonY.
- The marketing communication strategy developed in UK is now being replicated in other European countries.
Providing effective solutions to your consumer data problems
Signet are the UK's largest jewelery retailer. They offer jewelery and collectables mainly through their H Samuel and Ernest Jones outlets. Point of sale information is used to drive relevant marketing activity to increase foot fall and overall sales.
The Challenge
Signet wanted to replace their existing supplier with a data management specialist who could provide:
- A database that had intelligence beyond recency, frequency and spend.
- Insight to purchase behavior, acting on the most recent data and product information.
- On time and accurate direct mailing supply and response analysis.
Our Solution
After establishing pinch points, data and delivery, create a Single Customer View that would include:
- Applied business rules to categories, in three tiers, 500,000+ products.
- Basket and SKU levels added to the data.
- Online access, via FastStats, to Signet's appointed agency for ongoing analysis.
- Campaign Management handled within the SCV.
The Result
- Effective use of purchase history by targeting offers, pre-launch events and interest clubs using basket, SKU and product tiers.
- Campaign planning and response analysis, which went beyond low level key coding, proved invaluable.
- Timing is critical. Valentine's Day is the 13th February! Campaign data supplied on time, correctly and with previous results included in the planning.
- Decreased CPR, increased IPR.
Providing effective solutions to your consumer data problems
Emma's Diary is the UK's number one website for expectant mothers and mothers of young baby's. In addition to the website procurement, details of expectant mothers are also collected from GP's surgeries. Key information on millions of individuals, including lifestyle, demographic and purchasing preferences is compiled.
The Challenge
- Updates of the database to be reduced from 6 working days, incumbent supplier was taking, to a much quicker t/a.
- An easy to use online tool to interrogate the database that could incorporate drive times, analysis and profiling functionality.
- A more cost effective solution, for ongoing maintenance, but most especially for any bespoke requests.
Our Solution
- Routines to screen all incoming feeds for data correctness and validity.
- A complete re-design of the underlying SQL database.
- Development of fully automated update routines, processes and reporting.
- Online access to the database for Emma's Diary personnel using FastStats with the appropriate modules.
The Result
- Database update turnaround times reduced by over 80% to overnight!
- Ability to fulfill more client requests in a shorter time, providing increased revenue.
- FastStats allows new Emma's Diary personnel to undertake tasks within just a couple of days training.
- YonY cost savings in excess of 60% when compared to previous supplier.
Providing effective solutions to your consumer data problems
Policy Expert are a home insurance company launched in the UK just a few years ago. In an increasingly crowded sector they provide very competitive premiums and high quality customer care.
The Challenge
- Policy Expert needed to rapidly grow its customer base via a marketing strategy that would have postal DM as its core.
- With no data to help identify prospective customers, it meant sourcing, modeling and then targeting the best cold prospect data available.
- The solution had to quickly achieve cost of acquisition targets for the marketing strategy to be continued.
Our Solution
- A comprehensive search of cold data deemed most suitable for the campaigns and a series of tests to assess suitability and ROI.
- Building a prospect pool database that consolidated all data sources then made available for subsequent analysis.
- Modeled data used on test campaigns, with results fed back to help refine selections for acquisition mailings.
- As enquirer and customer data was generated this was also fed into the prospect pool to help improve the analytical models.
The Result
- Targets for cost of customer acquisition consistently achieved YonY.
- Number of overall customers acquired in excess of forecast target, currently 300,000+.
- Prospect Pool now being used to drive enquirer conversion and customer retention.
Providing effective solutions to your consumer data problems
Hilite have been operating for more than twenty years and are recognised as the UK's premier list broker in the gambling and health sectors. Testament to their quality of service is that they are appointed sole broker for more than 150 lists and have longstanding relationships with many of the data owners.
The Challenge
- All 100+ lists were held separately which made 'top-ups' across lists slow and in most cases just not possible.
- List updates would typically arrive within a short space of time with no uniformity of data content or format.
- Turnaround times for updates needed to be reduced and more new records made available sooner for orders.
- A cost effective solution was sought that would address all Hilite's needs without impacting on margins.
Our Solution
- A single database designed and built that housed all lists and provided actionable information regarding dupe rates across lists.
- Fully automated update processes developed that included screening out erroneous data, adding new records and updating existing records.
- Comprehensive reports designed to provide varying levels of detail (from topline summary right down to full audit on each list).
The Result
- 'Top-up' orders were immediately actionable which, in turn, yielded revenue previously not achieved.
- Update turnaround times were substantially reduced, by 75%, making more new data available for orders.
- Overall solution provided substantial savings when compared to previous supplier.
Providing effective solutions to your consumer data problems
Royal National Lifeboat Institution (RNLI) is one of the UK's best known and most respected charity's.Since 1824 they have pioneered developments in life saving at sea, saving thousands of lives of amateur/professional sailors and mariners. Our client, Orca Media, were the DM media buyer for all RNLI acquisition campaigns.
The Challenge
- To provide a flexible, accurate and reliable data processing solution for all DM acquisition campaigns.
- Data from more than 100 suppliers received within a short space of time, but all needed to be checked within 24 hours.
- The processing required was far from a straight forward dedupe with several stages and review points needed.
- Different levels of reporting required, topline summary down to a comprehensive audit of every individual list.
Our Solution
- CCS' account management team of six personnel and our twelve data production personnel briefed on each project.
- CCS' comprehensive suite of postal name/address processingand dedupe utilised.
- Fully white labeled reports designed to provide all required information, topline summary, intermediary and individual list.
The Result
- Each stage of every campaign completed as per agreed schedule.
- DM postal campaigns consistently achieved ROI targets and helped grow the RNLI supporter base.
- Individual list audits highlighted poor quality data providing relevant information to seek credits from list owners.
- Comprehensive reports used as basis of list buying andplanningfor future campaigns.