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Volume's data expertise www.volume.co.uk
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Credentials
Big in Data
Youtalkin’ to me?
Volume’s Data Services team
supports outsourced data
requirements for a whole
host of industry sectors that
include automotive, information
technology and leisure.
Our skills cover a multitude of disciplines including:
+ UK and international data hygiene
+ Data insight and profiling
+ Data analysis (segmentation and geo-mapping)
+ Data strategy
+ Campaign management (including personalised print, mailing and returns management)
+ List purchasing
+ CRM system development
+ Social data integration
Data Services
CRM/ RFV ANALYSIS
Kwik Fit has grown from its initial centre in Edinburgh back in 1971 to be the country’s leading and most
successful automotive and fast-fit group, with over 650 centres across the UK. And we’re excited to be a
part of this growth, helping Kwik Fit build an engaged customer base through a bespoke CRM solution.
Issue: Kwik Fit’s customer base covers almost half of all UK households – over 11.5 million in total – and these households have almost 200 million transactions linked to them. At this scale, providing data insight to make sure that marketing campaigns are relevant is a specialist area.
Our solution: Working together with Kwik Fit, we have built and hosted its CRM database, and have developed complex customer-scoring algorithms. These take into account RFV (recency, frequency and value) customer information including historical purchases, lifetime spend and distance from outlet, creating a rich and complex information source for Kwik Fit’s marketing team. This, coupled with advanced segmentation techniques, ensures that the company’s CRM budget is used as effectively and appropriately as possible.
We have managed the data insight for more than three million communications across multiple campaigns and channels, resulting in around 250,000 new transactions every month. We’ve also evaluated and reported on these campaigns to provide strategic insight for future communications and statistics for ROI. This information creates a real business advantage for Kwik Fit.
Global smartphone manufacturerEMAIL ANALYSIS
Global automotive brands GEO-MAPPING AND LOCAL AFFINITY ZONE ANALYSIS
Issue: One of our smartphone provider clients was experiencing a noticeable decline in success of its various online campaigns and wanted to understand why.
Our solution: We ran data analysis on the 30 million email addresses in the client’s database to confirm open and click-through frequency alongside registrations. We were also able to determine optimum send times and headings. In addition, we were able to advise the client on the optimum number of emails to send per month per country to ensure that their emails were not ignored in an overflowing inbox.
Issue: One of our automotive sector clients had questions over the quality of data it held and wanted to ensure it was clean for telemarketing, email marketing and direct mailing campaigns. At a deeper level, the client also wanted to understand where its current client base and potential new customers were located in order to promote sales opportunities and servicing. The client was also struggling to hold multi-country/multi-language data in its own CRM system.
Our solution: We performed high-quality data cleaning and mailing file preparation. The success of this has led to further regular projects. To address the problem of multi-country/multi-language data storage, we provided support by hosting and managing a database that feeds into the client’s CRM system. We also provide geographic data on the distance from a car owner’s home to their nearest dealership (both in the UK and Europe), which is proving invaluable for car servicing mailings. By feeding the client’s database with data collected from a variety of sources (including Facebook), we are helping to provide European sales managers with a list of potential customers local to them.
Reading Football Club DATA STRATEGY/LIST PURCHASING
Leading European gaming platform INTERNATIONAL DATA CLEANING
Issue: An online gaming provider had a problem with dirty international data – it was incorrectly addressed, contained obscenities and duplicate records, and was thus unfit for mailing.
Our solution: We took the client’s existing data, cleaned it, removed duplicates and obscenities and reformatted it into different mailing cells. (Mailing cells are data segments based on criteria the client is interested in – purchase amount, particular promotions, geographic region or even source). Much of this client’s data is gathered from online registrations and as a result, there are a number of obscenities within the data. Fortunately our suspect-name identifier ensures that any inappropriate name and address data is removed. This enables our client to send out its campaigns safe in the knowledge that the communication is clean and will reach the intended recipients.
“The Royals,” recently promoted to the Barclays premiership, have been
working with us to encourage support from local company executives.
Issue: Reading FC wanted to run a campaign to encourage corporate sponsorship, but needed help to decide who the best prospects to contact were, and what would be the best approach to really get their attention.
Our solution: Due to the affinities people have with football, we suggested that a joint personal and business mailing campaign would grab the attention of busy executives. Firstly, a personalised letter from Sir John Madejski was sent to Volume-sourced business-director prospects at their home address. This was then followed by a telephone call at their place of work to ensure the letter had been received, and gave the opportunity to discuss potential sponsorship.
“ Volume listened to our objectives, and responded with an innovative solution. The initial contact by mail reached key decision makers informally in their home environment, which was then followed up with a phone call to their office location to provide further information and to arrange an appointment. This approach increased impact, making the campaign very memorable and ultimately delivering increased response rates. As always, the customer service we received from Volume was excellent, and we look forward to working with Volume again in future.”
Emma Pierce Marketing Director
Zebra creates specialist printing
solutions for its global partners
and customers. New products
are launched via information
packs sent in the mail.
Data problem: Multiple international partners and customers require correctly addressed personalised launch packs issued to them in the most eco-friendly manner possible.
Our solution: New products are launched to authorised distributors according to their relationship with Zebra and language preference. All data is cleaned, deduped and correctly formatted in terms of language, EMEA region of responsibility, mailing format and distributor type (e.g. partner, associate, reseller). The formatted file is then issued to our own print team for digital personalised print. Data drives the grouping of bulk labels that are created so that multiple contacts at one company only receive one pack which is internally distributed, thus saving on printing and mailing costs.
Zebra TechnologiesINTERNATIONAL DATA MAILING/ PERSONALISED PRINT
GartnerONGOING GONEAWAY MANAGEMENT
No Added Sugar DATA HYGIENE AND SEGMENTATION
Gartner is a leading information
technology researcher and advisor
that provides insight to business
leaders in professional services,
high-tech industries and
telecom enterprises.
Issue: With a huge volume of training-course mailings being issued internationally, there are a number of mailing returns (goneaways) to be managed to minimise future financial mailing expense.
Our solution: Gartner has been a Volume client for over five years now, and we manage its data capture, response management and subsequent database updates to ensure that all contact records are updated as swiftly as possible.
Established in 2001, No Added
Sugar retails premium children’s
clothing around the world.
Issue: With regular mailing campaigns to be issued to specific segments of No Added Sugar’s client database, they needed a data service to ensure that all contact data is kept clean to enable purchaser-specific campaign selections to be made.
Our solution: We clean, dedupe and segment the purchasers and catalogue requesters into recency and value groups (for example sale and non-sale periods) from both the online store and telephone orders. This enables mailings to be targeted accordingly and also allows for returns (which also come to us) to be effectively managed, and the database updated regularly.
Data health checkWith today’s high cost of mailing, it’s imperative that postal campaigns
have accurate addresses to minimise financial wastage from returns.
We can help show you how much money is being lost and how much
more efficient your campaigns could be.
In addition, we can review the email data held in your database and confirm whether it is valid structurally, whether email addresses are corporate or “free” accounts, whether there is a mail server registered for the domain that can receive emails.
Our complimentary data health check advises on the quality of various elements of a data set, including name and address data information (including gender identification); the volume of duplicates and obscenities contained within the dataset; the validation of landline and mobile phone numbers; and a job title/job area analysis overview.
Social media is spawning social
data and this in turn is now
providing organisations with a
rich and unprecedented stream
of information about customers
and prospects.
Overlaying demographic data with existing CRM profiles through a social blending exercise creates a customer “super-profile”, allowing for truly targeting engagements that have never before been available.
Volume is pioneering the social data revolution, leading to valuable insight into demographics, brand engagement, end-customer interest and location affinities.
The unification of CRM and social data is the next BIG thing in data! Contact us to find out more.
Social data
+44 (0)118 977 5800
@volumegroup
volumegroupltd
volume
For more information about how to get your company BIG in data, please contact:
Michael Faris
Helen Howell
Daryl Swinden
Data Team
