Axis is the Business Insights consultancy division of the Cosine Group, a unique group of brand activation agencies owned by Omnicom that deliver connected consumer experiences from Insight to Implementation. In a data rich, low growth world, commercial leaders are increasingly prioritising insight to influence their strategic direction. Axis helps commercial leaders maximise ROI by sourcing the right data and then applying industry leading expertise to produce highly actionable insights.

1. Copyright: The ideas presented here and their implementation are the intellectual property of Cosine UK, to which we shall exercise our rights as the authors.
Direct or indirect imitation or use of any of the ideas or other documentation or their implementation is not permitted until we have issued our prior written permission.
OPTIMISING BUSINESS
STRATEGY WITH
INTELLIGENT INSIGHT

2. Insight
Led Sales
A group of brand activation agencies that deliver connected consumer experiences from insight to implementation.
The CosineGroup
Experiential Marketing
Business Insight Consultancy
Field Sales
Retail & Shopper Marketing

3. The CosineGroup
RETAIL ACTIVATION
BUSINESS TO BUSINESS SALES
ACTIVE SELLING
RETAIL BRAND ACTIVATION
IMMERSIVE FESTIVAL EVENTS
NATIONAL ROADSHOWS
GUERILLA SAMPLING
CONSUMER/TRADE EVENTS
CONSUMER MARKETING & PROMOTIONS
DIGITAL MARKETING & COMMERCE
RETAIL TECHNOLOGY & INNOVATION
BRANDED EXPERIENCE DESIGN
DATA ANALYTICS
MARKET INSIGHT
ROI EVALUATION
LOCATION TARGETING
SALES OPTIMISATION
LIVE DASHBOARDS
RETAIL & SHOPPER MARKETING FIELD SALES EXPERIENTIAL MARKETING
BUSINESS
INSIGHT
CONSULTANCY

4. Axis is the business insights consultancy arm of Cosine Group, a
unique group of brand activation agencies that deliver connected
consumer experiences from insight to implementation.
We seek strategic partnerships with brands, sales and marketing agencies to
optimise performance by applying our Insight Toolkit & transformational thinking.
We apply our Insight Toolkit to identify problems and/or opportunities and define
how to optimise your budget and marketing activity for maximum return;
whatever return means for you and your business.
Our Insights Toolkit and experienced business insights team allow us to make
recommendations across a wide range of sales & marketing activities; covering
the entire customer journey from web to shop .
We work data, to create insight that optimises strategy to maximise your return.

5. We use sales, market and consumer data
to drive our approach and deliver sales
optimisation for our client partners.
Sales optimisationat the centre of our approach

6. DATA
CAPTURE
REPORTING &
DASHBOARDS
STORE &
CONSUMER
ATTRIBUTION
LOCATION
TARGETING
TERRITORY
PLANNING &
DEPLOYMENT
EPOS & SALES
ANALYTICS
SALES
STRATEGY
CONSULTING
We apply our Insight Toolkit to identify problems and/or opportunities and define how to optimise your
budget, marketing activity and ultimately sales for maximum return.
TRANSACTIONAL TRANSFORMATIONAL
Our Insights Toolkit

7. Our Insights Toolkit
DATA
REPORTING
ATTRIBUTION
TARGETING
DEPLOYMENT
ANALYTICS
DESIGN, BUILD, CAPTURE
• KPI/success metrics
• CRM development
• Survey/data capture
• 3rd party data review
INSTANT ACCESS RESULTS
• Dynamic dashboards
• Performance insights
• KPI tracking
• Online/offline reporting
MANAGE BUSINESS LISTS
• Prospect sourcing
• Outlet attributes
• List cleansing
• Record de-duping
RIGHT PEOPLE, RIGHT PLACES
• Customer profiling
• Opportunity mapping
• Prospect segmentation
• Demographic targeting
RESOURCE DEPLOYMENT
• Deployment models
• Agent base location
• Territory optimisation
• Journey planning
OPTIMISE SALES PERFORMANCE
• Sales/EPOS analysis
• ROI modelling
• Investment optimisation
• Sales strategy consulting

8. DATA SEGMENT DEFINE DESIGN EVALUATE
Get the right data
from the right 1st
and 3rd party
sources.
Understand the
market, consumer
and location so as
to effectively
segment the data.
Find the route
problems or the
opportunities and
define the objectives
to resolve and
maximise.
Ensure success with
testing and model
the expected
outcomes.
Continual evaluation
of activity outcomes
feeding back into the
process to ensure
ongoing success.
WE USE INSIGHT TO CONTINUALLY OPTIMISE FOR EFFECTIVENESS
AND EFFICIENCY TO OPTIMISE SALES AND ROI
Our Blueprint

9. Expert tools and professional analytics give transformational results

10. We’re proud of our client partnerships

11. Case studies on our AxisServices
Our Axis services are about leading edge data, analytics, insight & strategy. We use a variety of specialist in
house and 3rd party tools to optimise our client’s sales and marketing activity to maximise results & ROI.
We use transactional data and apply transformational analytics to produce brilliant insight and strategic thinking.
We ran a consulting project with Unilever in 2015 to
optimise deployment for their team of c.2,500
promoters in South China.
The output included store segmentations to set the
strategic framework and statistical models to
estimate the incremental sales impact of
promoters. We then built a a pilot deployment
model to allocate optimum promoters to maximise
chance of each store achieving positive ROI.
The outcome of the model indicated labour cost
savings of $2m per annum and proposed
optimisation generating $3.8m worth of positive
labour cost redeployment.
Amercian Express wanted to create a marketing
campaign targeted at high priority merchants
either at risk of revenue decline or with growth
opportunity.
We conducted a project to segment over 300k
merchants in scope. This first involved a merchant
de-duplication exercise using our in house fuzzy
logic system. Next we created a suitable metric
from the transactional data to segment with.
The outcome was 4 clear segments of 13k high
priority merchants which we then profiled to
understand the key attributes of each segment.
This enabled us to identify 24k other merchants
with the same attributes for future marketing.
Case Study One Case Study Two

12. THANK YOU
Steve Mounty
Group Insights Director
steve.mounty@axis-insight.com
+44 (0)1844 296700