This document discusses how The Data People uses data analytics to help businesses better understand their customers. They identify a company's most valuable customers through analyzing data on profitability, attitudes, demographics and more. The Data People then builds customer profiles and segments to tailor marketing strategies. Case studies show how they helped clients like Alliance & Leicester and Holmes Place increase response rates, reduce costs and lower customer churn through data-driven insights.

2. All Customers Are Not Equal‘‘80% of sales or profit will come from 20% ofcustomers’’

3. What We DoWe identify Your Best Customers

4. We Build Detailed Pictures of Your Best Customers Profitability Attitudes Demographics Lifestyle LocationUsageA Marriage of all the Elements

5. Your Best Customers OnlineCombining online and offline data

6. How We Do Itdata

7. Data InterpretationWhat Is Your Data Telling You?We will audit your current data and create interpretation from itthis often starts with the basics of quality and quantity

8. turning your data into timely, relevant and meaningful information

9. turning that information into marketing advantage

10. Helping you ‘see the wood for the trees’ data

11. Data AnalyticsWhat could your data be telling you?We will undertake analysis on your data to build a fuller picture. For example:Basket analysis - identifies products likely to be purchased together, usually for cross-sellingPropensity models - help maximise Return on Investment (ROI) by targeting the most suitable audienceChurn modelling - predicting the likelihood to lapseLifetime value - quantifies the overall value of each customer at a revenue, gross or net profit level

12. We Identify Profit OpportunitiesDrill-down analysisVenn diagramsused to detectselection overlapTracking data/customer movementPredictive modelling, scoring, CHAID…Geographic segmentation forsales or franchise territories…

13. Data StrategyWhat will your data allow you to do?We develop data led business and marketing strategies to maximise business growthCRM, Acquisition & Retention Strategies

14. Cross-sell & Up-sell Strategies

15. Data Collection & Data Partnerships Strategies

16. Creative Testing & Message HierarchiesData Planning Processshort. medium and long term needsdatasystemsbusiness, marketing and communications objectivesaccuracydata usageroiauditevaluationdatacollectionretentionlapsedata analysishygienestrategyacquisitiontrialdata qualitycrmdata enhancinganalysisdatabasesingle customer viewpredictivemodelsdata:profile,cluster,segmentdata needsadmin &reportsbuildstrategyfutureproofingdefine the objectivesdefine the problem

17. What We ManageThrough a network of third party partners we will source and manage Data EnhancementData CleaningDatabase Design & BuildList PurchaseData CollectionProcessing DataData Monetisation Web Analytics

18. Who We AreA data planning & analytics consultancyBased in Yorkshire5 core team members with a network of associate consultants & partnersWorking in the private and public sectorsPart of the Journey Group

19. Peter Rivett-Jones - Director20 years of data and marketing experienceSenior client services and planning positions in top DM agencies including Joshua, GGT Direct & EWAFounded DM agency Made With Love (MWL) in 1999 which was later sold to Chemistry in 2003Joined Poulters as Director & Shareholder in 2005 heading up all data and direct marketing accounts Co-founded The Data People in 2009

20. Steve Raper - DirectorA statistician with 25 years of data analysis and marketing experienceStarted career with British Gas in various sales and marketing positionsWent agency side in 1994 as Data Manager for Bedrock Communications independent consultant since 1996 providing data strategy & data analysis for agencies and clientsCo-founded The Data People in 2009

21. What Makes Us Different?We are marketeers first and data planners second

22. We turn numbers into words and pictures.

23. We answer the "so what?" of data and statistics

24. We have vast experience in data and all its touch points

25. We are independent consultants with nothing to sell apart from our time

26. We turn the complexity of data into strategies that make sense

27. We champion simplicity Sector ExperienceNHS & Health

28. FMCG

29. Automotive

30. Industrial

31. B2B

32. Travel & Tourism

33. Airlines

34. GovernmentRetail LeisureOffice EquipmentTelecomsFinancial ServicesMail OrderUtilitiesDrinks