Case Studies

Database building with the Parliamentary and Health Service Ombudsman

SCOPE: CRM definition, data audit and cleanse, database design, supplier evaluation, and end-user requirements working with MS Dynamics.

Having won a consultancy contract to work with PHSO on the specification, choice of supplier and database build for their stakeholder database, we began working with them in the spring of 2010.

We started by mapping the data they had, identifying what users wanted out of a proposed B2B contact database, defining data protection requirements and specifying requirements for ensuring their stakeholder data was ready for loading into a new database.

Split over two phases, our initial input included user interviews and working with the user data on site – data checking, address formatting, manual error correction and de-duplication. In parallel, we developed guidelines on data protection and opt in/out consent rules and wording.

During the second phase of the project, we worked with PHSO to implement the recommendations from the first phase. This preparatory work for their database build included facilitating a workshop to develop a hierarchy and content for look-up tables, plus researching and sourcing hard-to-find third party data.

To deliver this project, lead consultant John Wallinger assembled a highly experienced team with specific expertise in meeting all of the requirements. Having worked together on a variety of data planning projects over the last 20 years.

Building segmentation for Boots Advantage Card

SCOPE: Building a new segmentation for Boots Advantage Card loyalty programme to drive sales, engage customers and increase loyalty levels.

Boots Advantage Card is the biggest loyalty programme in the UK. Whilst the focus had previously been on their highest value cardholders who receive all programme mailings, we proposed identifying medium value customers who had the potential to spend more. This would enable Boots to be more selective and scientific about the offers made to them, extending their mailings to another 5 million cardholders.

In order to give us the platform for changing the behavior of this segment, we needed to ascertain their value and potential. This involved identifying the key triggers that influenced their spend plus their collection and redemption of loyalty points, as well as identifying their distance from store, the type of their nearest store and their attitudes to health and fitness.

We created two models: an Affinity model – which analysed the likelihood of a customer buying in a particular category; and a Share Of Wallet model – which looked at the highest amount a customer had spent on a product in the past.

The project delivered, on average, an 800% ROI. Every mailing that resulted from our work now stimulates an incremental spend of between £4-£9m.

Harnessing the potential of CRM with Ukranian football club FC Shakhtar

SCOPE: CRM definition, CRM programme development, data strategy, end-user requirements, training and implementation with MS Dynamics.

We worked with FC Shakhtar to help them define the role of CRM, customer journeys, communications planning, segmentation, golden fields, analysis, evaluation and KPIs. Partnering with their IT team (who had installed an extensive MS Dynamics CRM solution), we linked touchpoints across the stadium – from ticketing and retail to food and drink outlets, gates and boxes – as well as reviewing their current data, functionality and reporting. We identified new data that they needed to collect at the touchpoints, and implemented data cleansing and hygiene protocols.

We also worked with the marketing and CRM team, identifying what CRM means for the club; working out the building blocks and mechanics of their loyalty programme; embedding best practice across data management; and implementing behavioural and attitudinal segmentation across different types of fans.
The project also included an extensive training and education programme, helping FC Shakhtar recruit the right personnel to expand their CRM team.

We are now working with them on the implementation phase, providing strategic guidance and tactical support across their CRM programme development, segmentation and measurement.

Linking CRM with touchpoints at Abu Dhabi’s Yas Marina F1 Circuit

SCOPE: CRM definition, CRM programme development, data strategy and implementation working with MS Dynamics.

YMC had installed MS Dynamics, but it was not linked across their touchpoints. Our remit included reviewing all customer touchpoints and the data that was collected; then exploring how we could link the existing technology at each touchpoint back to the central CRM system.

We advised YMC on the golden fields they should collect, their data strategy, RFV transaction segmentation and calculating customer value segments. Working in partnership with YMC’s marketing agency, we helped deploy our recommendations across digital channels whilst supporting their CRM programme development.

Other MPP Projects

Provided critical input on a new business pitch for an automotive client. Delivered analysis recommendations for a B2B office services supplier.

Palmer Hargreaves
Undertook internal research and training in developing their digital offering. Also provided data planning for a number of automotive brands. Additionally, delivered CRM consultancy and RFV development for Bayer Cropscience, Mercedes Benz Commercial Vehicles and JLR.

The Clinton Partnership
Helped develop theretailer CRM programme for Wickes providing data planning consultancy on segmentation, analysis, targeting and data sourcing. Also worked on developing an eCRM plan for a drinks manufacturer.

Maynard Malone
Provided data planning for a number of this digital agency’s FMCG clients. Work included auditing data already collected, creating a template for capturing golden fields, geo-demographic analysis and data cleansing.

Alchemetrics Ltd
Working on a number of data consultancy projects, including providing data planning and segmentation strategy for their client Swire Hotels in Asia.

Dignity Funerals Ltd
Having been appointed in 2012 to undertake an analysis of their contact strategy – from source to conversion – in order to identify where their best and highest value customers were converting in the contact strategy, we developed a solution that they are able to run in-house.

BD Network
Delivered segmentation and targeting for direct mail and door drop campaigns for Cobra Beer, and working on designing and developing an eCRM plan, including a database and analytics engine.

Geoff Howe Marketing Communications
We are worked with their Head of Digital on a pizza delivery company project, developing an eCRM programme; undertaking data cleansing, analysis and segmentation; and developing a template for golden fields.