5Ws data activation package

Your Brand

Proposed Data Activation strategy to increase sales and profit

© 2016 tbda ltd tel: 01483 20 20 55; www.tbda.co.uk

The Big Picture – how to Build your Gross Profit

and Balance Sheet value

More Discovery = Better Activation (nitty gritty data detail to create more gross profit and balance sheet value)

Biggest ways to grow – how many?


Challenges to address, e.g.

• Refining Segmentation, currently x customer types; the power of re-refining, and sub segmentation

• Increasing average frequency of 1.xx times per ‘period’

• Refining sign up, data collected, opted in customer journey; the power of a ‘trigger calendar’

• Optimising current customer value

• Creating ‘dashboard’ reporting system

• Optimising new prospect attraction

• Optimising occupancy

• Getting more granular on assessing what £xxxK t/over per day should be…


Unleash the potential of your customer data towards maximising the profit from each customer.

… see PICTURES & GAPS in your masses of customer data others miss, getting new data where you need it…

… DISCOVER NEW PROFIT nuggets waiting to be harnessed… then deliver these nuggets through insight informed thinking, appropriate commercial stimuli and creative customer connection.

Do the nitty-gritty data detective work where

“the devil’s in the detail” to find the critical information, and then apply the knowledge creatively,

to get more from your current customers and more new customers.


Your Brand essence The Secrets of Success - 1

Discover the 5Ws to extra bottom line impact: WHO the most valuable customers are

(frequent customers vs. occasional vs. once only vs. enquirers)

WHERE they come from WHAT types of people they are

WHEN they use WHY they buy

(… and why they don’t buy more often)


The Secrets of Success - 2

• Armed with this information, you can communicate the right messages to those people it is worth communicating with (… having cleaned and enhanced the database first, of course!) to increase response

• The HOW to communicate becomes a clearer implementation process

• See http://www.tbda.co.uk/secret-of-success/


http://www.tbda.co.uk/secret-of-success/






We have a lot of clients who have proved the value (& ROI) in terms of extra profit from programmes derived from enhanced customer knowledge, for example:

• 'Welcome to brand x - thank you for buying - here's an offer to buy again' (Welcome, + tell us more)

• 'We noticed you haven't bought from us for some time - here's an offer to buy again' (Lapsed)

• 'As it's your birthday coming up - here's a present from us'

• 'Would you like us to send an offer to a friend of yours for their birthday?' (member get member/share with a friend etc )

All of these initiatives (plus frequency triggers) , & there are many more, come from ‘working & turning the data’ and similar activity will add net extra profitable revenue


RFV - Recency Frequency Value (transactional analysis)

RFV gives the WHO & WHEN (incl. the 80 / 20 Pareto equation)

• By Revenue stream – e.g. Rooms, F&B, Spa, Clubs, Events, special offers

• By Venue / Region

• By Channel of Booking – e.g. online / telephone / walk in / intermediary

• Offer Analysis (across Channels of Booking)

Outputs:

• Segmentation (customer type, value, profitability)

• Reporting (dashboard)

Investment depends on data quality and gaps


Geographical Analysis

Will tell you WHERE customers come from

• By Venues

• By Segments determined by RFV

Outputs:

• Improved targeting of your communications

Investment depends on data quality and gaps


Geo-demographic Profiling

Will tell you WHAT types of people they are

• MOSAIC b2c profiling of different segments from RFV • SIC / b2b profiling where required (Option) Potential value by venue Outputs: • Improved targeting of communications (from profiling) • (Option) Site/venue potential based on profiling matched to

catchment areas Investment depends on number of subsets (Option): Location potential reports


FeedBak-PGA™(Perception Gap Analysis)

Will tell you WHY customers buy (and why they don’t visit/buy more)

• Qualitative & quantitative Research feedback from different segments

from RFV (identify, quantify & prioritise critical behavioural triggers) Outputs: • CRITICAL factors for each segments buying behaviour will improve

targeting of comms and potential extra Profit nuggets • Enhanced Reporting (dashboard)

Investment depends on number of segments / customer cells Option – include online survey


Remember – It’s not the customer’s job to remember to come back!

13 © 2016 tbda ltd tel: 01483 20 20 55; www.tbda.co.uk

Applying the Knowledge – (2) (take much more control of your business)

The TBDA mantra is this… rigorously build your customer

/ consumer database & its quality… … for sustainable intelligent marketing

… to maximise the profit of each customer … and build an intangible Balance Sheet asset

That will makes you mates with the Financial Director

and please the Board!

14 © 2016 tbda ltd tel: 01483 20 20 55; www.tbda.co.uk

… don’t just take our word for it!

Some

Case Study

Testimonials… … on how to make more money from your customer end users

15 © 2015 tbda ltd tel: 01483 20 20 55; www.tbda.co.uk/profit-detection

“We wanted to build online customer relationships to increase sales. The TBDA guys pulled together many disparate sources of email addresses, used incentivised eshots to gather opted in U&A / lifestyle data, created segmentation we’d never had before, targeted e-comms with relevant messages to build interest, web traffic & sales, back end on line CRM and tracking. As intended, we’ve taken it all in house now, the programme is profitable & ongoing” JD, General Manager Marketing

“TBDA make us think deeper about our

competitive edge… you guys go the

extra mile!!… once again you’re ahead

of the game, I love it!”

VD, Cliveden Marketing

von Essen Hotels “Fantastic results, spend £8K get £64K net extra revenue, all our

venues must do this…”

GW, Sales & Marketing Director von Essen Collection

"... they've worked really hard to understand and improve our Jongleurs business, using both our own and newly acquired customer data. In any business relationship you get sticky patches and they've addressed them well -I'd put ticks in all the right boxes and I'm a tough task master. We're well into our 5th contract year for the national database marketing programme and I've worked with TBDA on several marketing projects for 6 years now". SK, Commercial Director, Regent Inns Plc, now iNTERTAIN

“TBDA worked with me at M&S across Europe developing CRM for the Continental European business. They really immersed themselves into

the business and developed a really robust model for customer acquisition & retention. This was the most cost effective marketing that

we carried out and it delivered great top line sales growth”. AM, UK & Europe Marketing, M&S


“TBDA brings ideas to life. Their digital marketing and expertise with

customer data can produce impressive results. They work hard to ensure that the maximum benefit is obtained from

your budget…”

CH, Head of Direct & CRM, P&O Ferries

“I use TBDA in my new

EMEA role at IHG because I

trust them (from my 5 years

experience i my last

company) to create and

deliver projects to meet my

objectives”.

AW, IHG Partnership Marketing

Director EMEA

"TBDA delivered

extremely effective results,

which was well targeted,

planned and

implemented. Moreover,

an identification of key

learnings combined with

a thorough cost benefit

analysis has enabled us to

plan for future activity with

a high degree of

confidence as to its

success in a highly

competitive and

challenging sector”

NM, Marketing Director,

Daniels Chilled Foods

“TBDA’s data expertise has defined the customer journey appropriate for our business… very useful for keeping and gaining customers” MB, UK managing director


“Over the past 9 years the tighter targeting disciplines & deeper understanding of customer behaviour that TBDA has provided has helped us significantly improve

the effectiveness and ROI on all our leisure marketing activities” KB, Senior Marketing Manager

“We’re really pleased with the detailed level of planning and advice you provide us with. Our mailing returns have reduced

significantly since we started using TBDA which is why we keep coming back to you year in year out”

SK, CMO, Costco

“Good, innovative stuff, generating leads and orders we wouldn’t otherwise have secured… hence numerous follow up consultancy projects!” RH, CEO, Roomservice by Cort, a Berkshire Hathaway company

“Impressed by planning and attention to detail to get best results out of small budget projects to niche sectors” AW, European Sales Manager


Next steps

Discuss/Identify

Data Activation priorities,

How to leverage customer knowledge,

for Your Brand

Call +44 1483 20 20 55 and speak to Rick Pullan or Richard Organ


Documents

5Ws data activation package