MUSE is a data science consultancy based in London. We use data science techniques to help our clients improve their business and marketing performance. We deliver evidence-based recommendations to help you grow market share, sales, leads and subscriptions. Our main areas of focus are: 1. Customer and prospect targeting through database analysis and customer scoring 2. Evaluating media performance and marketing ROI 3. Forecasting sales of different types of product 4. Building customer acquisition and churn models

1. JUNE 2017 www.mus3.co.uk
Introduction to MUSE
Using data science and insight to increase
your marketing effectiveness

2. WHO WE ARE
• A specialist data science team dedicated to using data to understand and improve marketing effectiveness
• Drawing on a strong direct marketing pedigree focussed on maximising marketing ROI
• Delivering a full solution or adding to your existing capabilities
• Always delivering actionable insights to improve commercial business outputs
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3. WHAT MAKES MUSE DIFFERENT?
1. Top-level data
scientists
We invest in top-level
data scientists who can
solve complex marketing
problems in new
2. Fast and flexible
We work fast and flexibly
solving problems within
acceptable timescales
3. Cost-effective
We have the capability to
work quickly and
accurately which reduces
cost; this makes
advanced data analytics
accessible
4. Actionable outputs
We recognise your need
to analytical outputs that
can be leveraged into
improved results

4. CLIENTS
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5. WE ADD VALUE IN FOUR KEY AREAS
1. Forecasting into the future – what drives sales, who buys most, who are you highest value
customers, what will they purchase next? What are the best combinations of products and services,
pricing elasticity etc
2. Increasing your marketing and media effectiveness – which elements of your marketing and media
activity are contributing the most to sales
3. CRM: Optimising budgets to win and retain customers, donors and subscribers
4. Improving digital performance – how can you use your first party data to improve ROI in areas like
digital display and social media
Forecasting | Effectiveness | Performance

6. EXAMPLE PROBLEM SOLVING FROM MUSE
FORECASTING INTO THE FUTURE
• Customer Targeting, Scoring and Segmentation – using multivariate segmentation (i.e. looking at demographic,
behavioural and transaction data) to improve the targeting and ROI of your email, online display, programmatic and DM
activity
• Predicting sales performance – by analysing market and product attributes we can use statistical techniques to produce
accurate high granularity sales forecasts.
• Database updating - each year 20% of customer data changes. We can screen, clean and consolidate your database to
make sure you are not contacting people who will not receive your communications
• Email matching – our data scientists use advanced techniques to clean and match customer records based on email and
other address data
• Business Forecasting – we can forecast responses, leads, donors, subscriptions, sales and ROI from marketing activity.
This forecasting can be for a new business launch, existing campaigns or CRM and customer lifetime value forecasting.
FORECASTING FOR IMPROVED TARGETING AND PRODUCT SALES
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7. EXAMPLE PROBLEM SOLVING FROM MUSE
IMPROVING MARKETING AND MEDIA PEFORMANCE
• Response Analysis – matching customer records and value to media activity to understand which channels produce
the highest and lowest value customers - this means you can prioritise media channel use based on ROI rather than
simply cost per response
• Creative evaluation – over time creative work tends to become less responsive; we can establish the wear out for you
can plan your next set of briefs
• Marketing Evaluation: Marketing Mix Models – helping you to understand the impact of pricing, promotion and
distribution on how you built sales and market share. Uses econometric modelling
• Media Evaluation: Media Mix Models – helping you to optimise your media investment laydown to maximise the ROI
generate from every £1 spent in marketing. Uses econometric modelling
• Budget setting – helping you build budgets from the bottom up (Zero Based Budgeting)
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INCREASING YOUR MARKETING AND MEDIA EFFECTIVENESS

8. OPTIMISING ACQUISITITION AND RETENTION
OPTIMISING ACQUISITION AND RETENTION
• Acquisition modelling– How many customers can you acquire within a certain budget? Over what time period will you
acquire the those new customers? What will the CPA be in each channel?
• Churn forecasting– how will churn affect your business model? What churn rates can you expect? How does churn
rate really impact your business over time? Our models can tell you and allow you to run interactive scenarios to asses
the impact of different churn rates
• Income projections – what income can you expect to generate in per subscriber / donor and in total
• Subscriber cash flows – what will your inward cash flows be over the period when you account for new wins and churn
losses?
• Setting your target monthly revenue target per customer – given the cost of acquisition and the rate of churn what
recurring fees do you need to charge to make a profit in the short, medium and long term?
• Control and reporting frameworks – we can set benchmarks against which your business performance can be
monitored.
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Optimising budgets to win and retain customers, donors and subscribers

9. EXAMPLE PROBLEM SOLVING FROM MUSE
IMPROVING DIGITAL PERFORMANCE
• Digital Analytics – analysing on site data and on site behaviours to develop customer segments using both on site and
transactional data – these can be used to target display and email activity
• Social Media Analytics – we can help advertisers analyse large volume API data from social media channels. This can
include building social media segments around key behavioural and transactional characteristics
• Correcting last click misattribution – helping you to understand what is driving your last click performance and
accurately attributing the effect of marketing spend across the customer journey
• Click Path Analysis – just where did your traffic and revenue come from? Can that insight inform where you prioritise
investment across the path to purchase
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INCREASING YOUR DIGITAL EFFECTIVENESS

10. RECENT PROJECTS
Client Project type
UK Charity Modelling effectiveness of media channels
Comparing modelled results to current internal reporting via drop down menus
Establishing true contribution of TV advertising
National retail brand Retail planning: identifying retail supply and demand patterns within big data;
Measuring sales vs proximity to branches
Looking at whether cross sales increase closer to branches
Sports and leisure clubs Matching two separate databases, one offline and one online
Identifying conversion rates by reported channel
Measuring time to convert by channel and by month
International business
publication
Building a tracking forecasting model which allows The Economist to predict how TV investment is
affecting their multiple platforms (digital, email, social etc)
SaaS provider Modelling the effect of TV investment on search traffic
Measuring effect of advertising on category growth
Travel company Modelling the effect of TV investment on enquiries, bookings and revenue
Looking at the impact of TV on new and repeat bookings and different product types
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11. Contact: Simon Foster
simon@mus3.co.uk
30 Gresse St
London
W1T 1QR
020 7307 6100
www.mus3.co.uk