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How we generated an ROI of 10:1 by Bringing Data to Life
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How we generated an ROI of 10:1 by Bringing Data to Life

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This is a presentation that was amde by Jonathan Pritchard of Tangent Snowball and Hannah Leyland of Plumb Center at the Marketing Week LIVE show 2012, 27th June 2012. …

This is a presentation that was amde by Jonathan Pritchard of Tangent Snowball and Hannah Leyland of Plumb Center at the Marketing Week LIVE show 2012, 27th June 2012.
Tangent and Plumb Center have worked together for several years. Tangent origianlly created the Branch Marketing Toolbox to help local branch marketing. Tangent then began working with the customer data to really undersatnd how to best drive footfall locally into branches.
This campaign is one of the most succesful that has been run (it's success has just been repeated as of 1st July 2012) and really showed how, by using insight, innovation and influence, we could all really help to make a financial difference in a very competitive market place.

Published in: Business, Technology

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Transcript

  • 1. TANGENT SNOWBALL
  • 2. HOW WE GENERATED AN ROI OF 10:1 BYBRINGING DATA TO LIFE
  • 3. E E !!HOW WE GENERATED AN ROI OF 10:1 BY FRBRINGING DATA TOLE FF LIFE WA
  • 4. WHO WE ARE:CRM and Digital AgencySpecialists in B2B (2C)Worked with Plumb Center for 6 yearsMarketing Week Engage Award 2012 winner for our work with themOur philosophy: if we can’t measure it, we don’t do it
  • 5. OUR APPROACHINSIGHT INNOVATION INFLUENCE• Strategy based on • Create technology solutions • Influence behaviour across data insight to meet business needs multiple channels• Use technology to serve • Drive savings, efficiencies • Report on everything we do, businesses and people and new revenue show value at each stage• Gain single customer view • Create personal, • Help make the business case from disparate data sources relevant communications for future campaigns
  • 6. WHO ARE PLUMB CENTER? Wolseley Group Company The world’s largest distributor of plumbing and heating products Traditional, operations-led business Facing similar challenges to everyone else.....
  • 7. CHALLENGES:Falling revenues in a recessionLarge, inconsistently engaged local store networkNot getting sales traction where it really mattersNational brand, but with an intensely local focusLack of visibility on what works vs what doesn’tMarketing treated as a ‘service’ rather than integral to the business
  • 8. MORE FREQUENT, REGULAR,PROFITABLE CUSTOMERS
  • 9. OK. SO WE ADMIT PLUMBINGISN’T VERY SEXY.BUT WE THINK THIS IS....
  • 10. 10:1 RETURN ON INVESTMENT£MILLIONS IN INCREMENTAL REVENUE‘SEA CHANGE’ IN COMPANY CULTURE
  • 11. SO WHAT DID WE DO?
  • 12. INSIGHT...
  • 13. INSIGHTHigh levels of cut through to be successfulReal business insights have to be delivered when and where they are neededAll strategy based on data - right message, right person, right channel, right timeMake sure all insights are actionable - ‘So what?’
  • 14. OUR APPROACH TRANSACTION BUILD LOCAL SEGMENT BY RELATIONSHIP CATEGORY & VALUE TANGENT SNOWBALL CREATE COMMUNICATE CAMPAIGN & & INTERACT DEFINE OBJECTIVES
  • 15. INNOVATION...
  • 16. INNOVATIONTangent Snowball DashboardContained vital information• Promotional spend to date• Their targets• Their reward• Their previous sales data• Categories they were buying in and more importantly, not buying• Their up-to-date contact information
  • 17. INNOVATION
  • 18. INNOVATION
  • 19. INNOVATIONRegular, multi-channel, personal communicationsSent on behalf of branch managerCustomer facing microsite updated daily with personal spendPersonalised offers which incentivised spend in areas that customers were notalready spending
  • 20. INNOVATION
  • 21. INNOVATION
  • 22. INNOVATION
  • 23. INFLUENCE...
  • 24. INFLUENCE84% of branch managers accessed their dashboards during the campaignBranches using their dashboard saw a 53% uplift in customers that hit their targetsNumber of baskets during 2 months of promotion increased by 80%AOV increased by 37% in the same period
  • 25. INFLUENCE
  • 26. LOOKING TO THE FUTURE:Business is now accepting and inquisitiveMarketing now an integral part of the organisationIncreased use of multi-channel marketingPromotional framework to content marketing frameworkCan be used to ‘drive’ sales bumps when neededMoving through the difficult ‘teenage’ years, and optimistic about the future
  • 27. 5 INTERESTING LESSONS LEARNED...
  • 28. 1. CULTURE:TO MAKE CHANGES, YOU WILL HAVE TOCHANGE THINGS
  • 29. 2. STAKEHOLDERS:PEOPLE WILL RESPOND IF YOU ADD REAL,MEANINGFUL VALUE TO THEIR LIVES
  • 30. 3. INSIGHT:GET INSIGHT TO WHERE IT MATTERS(AND WORK WITH GREAT PEOPLE)
  • 31. 4. TECHNOLOGY:MAKE TECHNOLOGY FIT YOUR BUSINESS(NOT THE OTHER WAY ROUND)
  • 32. 5. YOUR CAREER:EVERYONE LOVES THE PERSON WHO JUSTMAKES A BUSINESS BETTER
  • 33. 6. BONUS LESSON:THE SOONER YOU START, THE SOONERYOU WILL SEE RESULTS
  • 34. THANK YOU!