Using big data to improve on-trade sales targeting and sales effectiveness in the hospitality industry

1. oxford-partnership.com
OTTS Brand: Powerful data for enhanced sales targeting and ROI
An information product of easierdata.com
March 2015

2. oxford-partnership.com2
Introducing OTTS Brand – improving sales performance and ROI
The UK on-trade is a vast and uniquely complex
industry containing c120,000 outlets.
Their different ownership structures, different offers,
different catchments and different competitive
dynamics means that no two offers are the same
as no two finger prints are
OTTS Brand provides the data that enables suppliers to
deal with these operators as individuals; What
tailoring products and services to complement the
specific needs and aims of the operator.
March 2015sharper thinking for retail mapping

3. oxford-partnership.com3
OTTS GB: Bespoke sales targeting data
March 2015sharper thinking for retail mapping
See the data on Google Maps: Make geospatial data more accessible
so that anyone in your workforce, from the office to the field, can find it.
Create your OTTS database: Use our data to build a database
which maps the on-trade to your definitions and priorities
Integrate your data: Incorporate your own data including sales
territories, brand coverage, sales trends, CRM data, etc.
Bespoke app for either customer or sales : Use data to drive
loyalty schemes with the trade or for salesforce reporting in field

4. oxford-partnership.com4
Building OTTS
March 2015sharper thinking for retail mapping
Base data of 120,000 outlets
Audit outlet websites for
c2,300 offer-specific phrases
OTTS
Catergorise outlets according to
pharase occurence and client aims
Refresh each quarter using both
digital and human resources

5. oxford-partnership.com5
The scale of the OTTS Database – growing eightfold in just 15 months
March 2015sharper thinking for retail mapping
We have collected
data from
95,949
on-trade websites
We have counted
these phrases & words
107,436,256
times
We have audited
4,972,351
web pages
We have collected
39,789,564
key phrases and words

6. oxford-partnership.com6
OTTS Brand – Mapping the competitive dynamics of micro-markets
March 2015sharper thinking for retail mapping
Extract OTTS data from the cloud
to YOUR criteria
Map the data | Identify patterns |
Compare & Contrast | Evolve the offer

7. oxford-partnership.com7
Exploiting OTTS Brand
March 2015sharper thinking for retail mapping
1. Sales targeting
Identify and target outlets which share
the characteristics of your ‘best-practise’
customers. Use unique classifications to
better create more meaningful prospect
lists
2. Performance diagnostics
Compare the performance of different
areas and understand the factors driving
these differences – consumer profiles, the
competitive environment, etc.
3. Brand development
Identify outlets which share the values of
new brands or products or which serve
the targeted consumer for new product
launches.
4. Micro-Marketing
Create sales and marketing programmes
which reflect the individual competitive
needs of the customer and which
differentiate them within their micro
market.

8. oxford-partnership.com8
OTTS Brand : Brand targeting example – a Latin American Beer for London
May 15sharper thinking for outlet targeting
8
We selected 22 relevant
words that INDICATE a link to
Latin American food or drink
From this we have identified a
long list of 2,156 records that
may have relevance 1,412 are
drink-led
1,027 are free trade
101 are rated ‘Super Premium’
77% are in 10 London Boroughs

9. oxford-partnership.com9
Accessing OTTS Brand – 3 options
Subscription to the service is via an annual contract of
£10,000 per quarter. The database will be customised to
conform to your criteria, definitions and priorities
One-off analysis using generic data can be conducted
at a cost of £0.50p outlet record
Data licences for online 24/7 access are available at
£100 to £125 per month according to numbers issued
Analysis and support resources are available as
required at pre-agreed daily rates.
March 2015sharper thinking for retail mapping

10. oxford-partnership.com10
Contact us
March 2015sharper thinking for retail mapping
easierdata.com
Alison Jordan
The Oxford Partnership Ltd
Lancelyn House
Observatory Street
Oxford
OX2 6EW
United Kingdom
alison@oxford-partnership.com
+44 1865316317
+44 7770636109