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SERVICES

Strategy & Planning

 

 

Insight & Analysis

 

 

Technical Delivery

 

 

Insight & Analysis

Ah-hoc tactical analysis projects such as campaign reviews, targeting selections or customer profiling through to larger more strategic pieces such as segmentations, predictive models or programme reviews.  

 

I can support you in the delivery of the analysis, guiding your existing team or adding the insight to analysis already delivered.  I will build the story that enables us to reach the nuggets in the data that drive business change.

Campaign Analysis

Measurement & tracking of campaign performance at the end of campaign.  The primary aim of campaign analytics is to understand the true driver behind the results.

  • Development of analysis data bringing together all response channels into a single place

  • Assessment of all campaign elements individually and in combination

  • Identification of the true drivers to response – what elements directly impact results & performance?

Insight

Development of the key questions which we need to answer within the data.  Insight is rarely gained when we look for the data to drive the answer.

  • Hypothesis development

  • Analysis using statistical skills, Communications Planning, marketing skills & vast experience to develop key insights.  These insights enable us to develop business changing marketing programmes.

Targeting & Selections

Identifying the most appropriate target audience to deliver the required objective

  • Considering key metrics such as response rate, response volume, cost per response and ROI

  • Searching the entire database for the most appropriate audience – be that a customer database, a prospect database or an externally sourced database

  • Developing predictive models where budget, time & depth of data will allow.  Always being pragmatic in the application of these more costly approaches.

Segmentation

Creating groups of customers who can be treated in a specific way to maximise return.

  • Data Planning & hypothesis development – what is the purpose of the segmentation; what data to we have available; what marketing or business activity will it be used to support.

  • Research based segmentation, e.g. attitudinal

  • Rule based segmentation,  e.g. discrete data selections like RFM

  • Statistical model driven segmentations,  e.g. Lifetime value estimates

Predictive Modelling

Using statistical techniques to predict the future based on past events

  • Exploratory data analysis

  • Model development

  • Application to the customer/prospect database or list.

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