Archive for Data Management

Direct Mail Revisited – a ‘New Old’ channel to market

Businesses have long relied upon digital channels (largely due to targeting potential, speed of delivery, trackability and costs). However, this has created its own problems (overloaded inbox and poorly timed retargeting etc.).

All acquisition communication however delivered needs to be built on engaging propositions that are interruptive and relevant.

Clients are still, of course, being challenged to expand the customer base whilst at the same time be less dependent on Social Media as the dominant alternative and that is one of the main reasons direct mail has returned to being a serious component in the media mix.

Targeted direct mail, based upon analysis and insight, creating prospective audiences, which can be segmented for tailored communication can get through the daily media clutter of life, that surrounds the consumer. A blend of consumer characteristics: lifestyle, affluence, demographics and life-stage are used to refine these audience segments.

One of the strengths of direct mail and print, in general, is its ability in this ‘attention-deficit world’ to hold a reader and tell a story that connects to an individual, overcome any potential objections and stimulate a response to engage with the brand via a website, contact centre or retail location.

The combination of the right data at the right time with the right message, using the medium of personalised direct mail will open-up new audiences who were previously lost.

A brand can test, evaluate, interpret the results and gain an understanding of the impact of direct mail and where it fits in the overall marketing strategy and media mix.

Get in touch with us at Anaylin to discuss how we can help.

Grow your business with customer data analysis

Anaylin explains how customer data analysis can uncover actionable insights to keep you ahead of the competition.

You’ve heard it over and over again. It’s less expensive to keep an existing customer than it is to acquire a new one. But not all customers are equal. Which customers offer the most growth opportunities and how do encourage them to buy more from you? The answer is customer analysis.

Know your customers to grow your customers

Customer analysis is the key to identifying and retaining your most valuable customers.

As consumers become more demanding, well-informed and less loyal, it’s vital that you understand how they interact with your business, so you can react appropriately. The more you know about your customers’ buying behaviour, the more successful you can be at targeting them with highly relevant messages and timely offers.

You have the customer data. It’s what you do with it that makes all the difference. Advanced customer analysis can translate your data into powerful insights that you can use to trigger smarter and faster actions across all channels.

Customer analysis can help to:

    • Boost response rates and customer loyalty by enhancing the buying process
    • Lower campaign costs by targeting customers most likely to respond
    • Reduce churn by accurately predicting customers most likely to leave and developing better proactive retention campaigns

Discover the power of advanced customer data analysis

Get in touch with us at Anaylin to find out how customer analysis can take your business to the next level.

Brittany Ferries connects the UK and France

Press Release – Brittany Ferries 2019/05/22

Brittany Ferries operates a fleet of ferries and cruise ferries between France and United Kingdom, Ireland, and Spain, and between United Kingdom and Spain. It has recently upgraded its customer data platform to integrate for the first time all customer data across its markets into one single customer data platform.

Anaylin completed the merging of the France and UK customer bases to enable Brittany Ferries to recognise and service more coherently customers who reside in both UK and France. Additionally, it will increase the opportunities to share learnings and drive cost-efficiencies.

Alan Wayne, Head of Data Strategy at Brittany Ferries says: “The team at Anaylin remain an integral extension of our team with a flexible and responsive approach whilst sharing their vast communications experience to ensure we make the most of our data, insight and digital investments”.

Anaylin states: “We continue to enjoy and share in Brittany Ferries’ journey and look forward to supporting its aspirations to increase customer understanding in order to drive better customer experience that will, in turn, improve revenue, yields and margins”.

For further information about Anaylin contact Neal Rimay Muranyi.

About Anaylin

Anaylin is a privately owned business specialising in helping businesses bridge the gaps of digital and non-digital customer experiences. It enables clients to gather data, make sense of it and drive the resulting insight into the business at a strategic and operational level. In addition to data assets, Anaylin provides analytical services, database building and hosting, multi-channel campaign management as well as several specialist consultancy services including CRM capability mapping and how to turn technology investments in to customer value uplifts. It is based in London and Bristol United Kingdom.

Brittany Ferries contact details:

Alan Wayne, Brittany Ferries
Alan.wayne@brittanyferries.com

Data versus creativity: which side are you on?

The argument over which is more important – data or creativity – has been raging for decades. Marketing data experts at Anaylin, share their unique right brain/left brain perspective on the data versus creativity debate.

There is still a big divide between marketers who feel data has no role to play in creativity and those who believe data is vital in enhancing creativity.

Many advertising professionals believe that data is stifling and diluting creativity. Sir John Hegarty, co-founder of BBH, claimed in Marketing Week this year, that creativity has been side-lined in favour of data, making brands risk-averse and ads boring. Marketing has forgotten to “engage with people’s imagination and soul” he argued.

Professor Brian Cox, in an interview with Campaign magazine, disagreed. “Data is knowledge. Data is never bad. It’s never restrictive,” he said, adding: “If you just throw mud at the wall is that a more effective strategy because you will get it right occasionally?”

Data can inform us about the relationship customers have with a brand. It can also reveal insights into customer attitudes towards the purchasing category and channels. An understanding of these customer motivations can guide the angle of persuasion and tone to take in the positioning and messaging. For instance, in insurance services whether to focus on fear, the level and speed of service, or price.

So, data brings strong evidence to a creative proposition and increases the effectiveness and relevance of a campaign, while reducing the risk and minimising costs.

But data in marketing without creativity can feel routine and cold. A straightforward approach might get some good results, but only a fraction of what it could achieve. Data cannot stir feelings and create emotional bonds with the consumer. That is the role of creativity. But creativity without data can be chaotic and will rarely reach its true potential.

Data unlocks new insights about customers and culture; and great creative comes from those fantastic insights.

So, data shouldn’t replace instinct and ingenuity. It should be used to refine and boost the creative process by stimulating and directing creative energy in the most productive way.

Data doesn’t reduce creativity, that usually comes from lack of time because of the pressure on businesses to act faster – often simply because technology makes it possible! This focus on speed is reducing the time spent on the creative process and researching the likelihood of success.

Channel selection also has a part to play in the extent data can marry up with creativity. There is a limit to the story you can tell and what customers are willing to consume in certain channels – consider twitter, online video and other digital and social media versus printed advertisements and the reborn medium of direct mail.

We need to create the right balance between data and creativity and treat both disciplines as equal partners. A measured creative testing and learning approach will accelerate arriving at the optimum creative approach. A recent report* by management consulting firm McKinsey supports my view. It reports that marketers who use data to inform creativity have growth rates twice as high as companies that don’t.

When we combine the insights gleaned from data analytics with the power of human instinct and imagination we will create effective and successful marketing campaigns that appeal to the head and the heart.

Data-informed creative marketing should be the goal.

Retaining customers and increasing their value under GDPR

There is no doubt that GDPR (General Data Protection Regulation) has made prospecting and customer acquisition more of a challenge.

Depending on which study you believe, and what industry you’re in, acquiring a new customer is anywhere from five to 25 times more expensive than retaining an existing one. Post GDPR maybe it will be even more expensive! Therefore, it is paramount for brands to retain the customers who are already contributing positively to the bottom line and just as importantly to discover which ones have the potential to grow.

However, it is key to employ customer data analysis to discover…who are these ‘good’ customers, what do they look like, are there any further growth opportunities within these customers or are they maxed out (e.g. what is your share of wallet in each customer spend category).

Other opportunities for growth within your base may well come from some discovery analysis across the data and market research etc. Are there other customers who look similar in many ways but are not on the same level of contribution or displaying the same patterns of behaviour yet, what do you need to say and offer them to change that and look to cross-sell and upsell?

Getting your data sorted and accessible is fundamental to any analysis project so that the relevant approaches and techniques can be deployed to understand who is most likely to buy which service/product and use this to target direct communications and trigger best next actions across the digital and contact centre channels.

Sometimes it will be ‘external factors’ such as an individual’s media consumption, or their interests and attitudes rather than their transactional history, that help to understand their needs and we are able to use such data attributes from data sets that we licence in many analysis projects.

Often growth is stunted at the very start of a brand relationship or customer journey because new customers do not use or activate the service. Knowing why someone does what they do is often the missing link. Organisations will often be able to look at the first product purchased and then to look at what other people did who bought this first etc. etc.

Therefore, capturing why customers bought what they did helps to pitch the next communication/offer using motivation and language which the recipient recognises. Obstacles to activation are very useful too (e.g. unclear set up and how-to instructions etc.) and can also lead to actions and communications to get the customer underway.

To maximise customer lifetime value, we work with our clients to understand and map out the range of customer journeys and identify when is the best time (e.g. understanding email opening times, previous web behaviours etc.) and what is the best message to convey. Often, this involves capturing and integrating the customers’ behaviours across all channels (to increase our understanding, track the success of the campaign and importantly to be able to re-contact if they drop out of any buying processes) to ensure a data driven customer experience.

Our involvement also means working with our client’s other partners across digital and non-digital media to help them increase their understanding of the existing customers, targeting digitally and non-digitally look-a-like prospects.

Beyond customer growth, it is also important to understand customer churn and customer lapsing (make sure churn and lapsed are defined and understood internally). Not all customers are equal, and this also is true of all lapsed or switched customers, and so you need to identify which you want to reactivate or winback.

It is also important to capture at the point of leaving or via surveys, why they are lapsing or leaving (e.g. service failure, life circumstances change, price etc.). Depending on what you discover, you may be able to devise remedial service improvements and develop appropriate and effective reactivation, retention and possibly win-back plans… Anaylin has plenty of experience in all these areas of working with clients and their partners in planning who to target, what to offer and how to execute across many industries.

In addition to the client data management and customer data management systems, Anaylin also offers a fully orchestrated multi-channel campaign management solution to ensure the messages are getting to the right customers at the right time and through the right channels.

Anaylin is a customer data management company that applies customer data analysis and insight to bring sense and value to your data. We subsequently help clients prioritise and execute strategies and action plans. We are steeped in experience of growing customer value and in customer retention and enticing them back.

Managing your Customer Consent Makes Good Business Sense

Increasingly legislation and concerns around personal privacy are prompting customers to think about who they want to hear from and share their personal information with.

Historically, poor and ambiguous legal compliance understanding, poor data processes, disconnected data management and infrastructures have made consent management difficult. This, along with clients not knowing the respective values of consented and non-consented customers and some brands bombarding customers with irrelevant messages via every possible channel has made it even more difficult to manage. Add to this a lack of pertinent KPIs and you can how difficult the challenge is.

We need clients and the industry as a whole to take more responsibility – we must make sure we are meeting customers’ contact preferences and using the data in a relevant and responsible manner. We at Anaylin can certainly play our part both in terms of evaluating the upsides and setting the strategy and infrastructure to encourage and maintain customers’ willingness to engage with brands.

Contact Neal Rimay-Muranyi to find out more.