Data, the saviour of marketing today, the saviour of any business strategy.
Without data, you are just another person with an opinion
It’s an old quote from the eminent E. Edwards Deming, but very much a relevant one in today’s world of big data, especially as we work our way out of crisis.
With budgets shrinking, teams shrinking and the economy in reverse, we need to act wisely when planning a campaign and data. The insight that is derived from data, has to be the starting point for all campaigns.
Through our longstanding relationships with highly reputable data providers, we deliver the insight behind customer retention, growth and acquisition strategies. Data can make or break your direct marketing campaigns, so we help you use the data you already have to build insight on your existing customers. We use the common trends associated with your customers to create prospect data pool of the most likely to engage. We have five sources of data we use:
- 27 million geo-demographically household consumer records.
- 5.6 million segmented UK Businesses
- Houses that are currently on the market.
- Every home address in the UK.
Customer data profiling.
Customer profiling and matching profiles to prospects can significantly reduce your campaign costs, delivering a greater return on your campaign investment. In this context, less is definitely more as we focus on reaching the people that count over counting the people you reach (Thank you David Ogilvy).
Whether you are looking to drive footfall into your retail store or showroom, keep in touch with existing customers to build loyalty and encourage repeat purchase, or boost awareness of your online store – data profiling tools will make your marketing campaigns more effective and relevant for your customers and prospects.
Data strategy - using marketing data intelligence.
We go beyond simply identifying your campaign’s data requirements. By taking the time to truly understand your customer profile. Working only the most reputable suppliers such as Royal Mail, CACI, Experian and the Street Group. We’ll source data intelligently, finding the best (and most relevant) GDPR compliant data for your marketing campaigns.
We buy in bulk, so you don’t have to.
When working with the major data houses in the UK, many companies are restricted by the investment needed to get started. We are a wholesale purchaser of data to be used in direct marketing campaigns. Buying millions of lines a data each year and as such can provide small, campaign sized data sets for projects from 1 to 1 million.
The importance of geo-demographical data on Direct Marketing.
When personalising, customising and localising your campaigns, you increase the likelihood that you message, your offer, your services will resonate. Add segmentation to match the type of prospect to your typical customer. For consumer data, we use the CACI devised Acorn system.
A Classification of Residential Neighbourhoods is developed by CACI in London. It is the only geodemographic tool currently available that is built using current year data rather than 2011 Census information. Acorn helps to analyse and understand consumers in order to increase engagement with customers and service users to deliver strategies across all channels. Acorn segments all 1.9 million UK postcodes into 6 categories, 18 groups and 62 types.
GDPR compliant personal data.
Let’s face it, GDPR is a pretty daunting prospect. Not only is our data service fully GDPR compliant, we also only work with credible partners and have developed our own data protection policies. So, you can be confident that your direct marketing campaigns are fully compliant.
Optimising direct marketing data lists.
We know that companies who regularly maintain their databases experience 66% higher conversion than those who don’t. We clean your lists and manage merging, purging, suppression, de-duping and return handling.
Your marketing is only as good as your data so we clean your lists until they’re spotless.
We keep data lists up to date and accurate with suppression against 3rd party lists including:
- Mailing Preference Service (MPS)
- Telephone Preference Service (TPS)
- Corporate Telephone Preference Service (CTPS)
- National Change of Address (NCOA)
- Postcode Address File (PAF) checking
Specialist Healthcare data.
We own and manage the most up to date National Pharmacy database in the UK with multi-level pharmacy and prescription data.
We can apply healthcare data mapping techniques to our healthcare database to target the right people for your health and wellbeing campaigns.
So, if you are in the consumer healthcare sector we can deliver highly targeted activation campaigns to key healthcare professionals or consumers.
Our data services also support you in response handling to manage any Subject Access Requests (SARS)
Consumers have the right to ask an organisation whether or not they are using or storing their personal information. You can also ask them for copies of your personal information, verbally or in writing. This is called the right of access and is commonly known as making a subject access request or SAR.