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Detailed cases click on the name |
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Theme Park Insurance Investments Utility Exhibitions organiser |
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A major theme park needed to learn more about their visitors so that they could effectively target visitors both for return trips at less popular times and increase the expenditure at catering and gift establishments in the park. It was important to understand who was visiting, where they came from, what affected the decision, their means of travel and the make-up of their party. But the capturing of the visitor information had to be within the context of the fantasy day out at the park. By studying all aspects of the amenities within the park from the parking lot to place settings in the restaurants, DMC consultants were able to identify more than a dozen opportunities for gathering visitor data. A few weeks into the season and the park had established its first marketing database that was growing daily. By adding external demographic data and analysing the total information base, visitor segmentation enabled selection for mailings and door drop initiatives that addressed the objective of generating incremental sales. This strategy has been continued in later seasons and introduced into the park's sister establishments around the world.
Theme Park Insurance Investments Utility Exhibitions organiser Back to top A major UK insurer was experiencing a high level of customer churn and it was costing a great deal of money to recruit new customers. Whilst customer retention initiatives were attempted, the problem was identified as one of customer attitude and profile. There is a spectrum of loyalty that spreads from the "customer-for-life" to the transient customer who changes insurance company at each renewal. Using historical data from the policyholder database and combining it with information acquired from external demographics and lifestyle databases, DMC consultants built up profiles for each type of product (motor, domestic, travel, etc.) in relation to their renewal behaviour and scoring techniques could be applied to determine whether the individual was likely to continue or defect, come renewal time. This model was applied to existing clients with a view to controlling how much was spent on retaining their business and to new proposers or enquirers regarding their potential value and so how much could be spent on recruitment. In this way the marketing and sales budgets were more efficiently applied to where they would do the most good. The model was refreshed regularly with new data, as it was acquired from the day-to-day business processes and the scores refined over time.
Theme Park Insurance Utility Exhibitions organiser Back to top
An investments broker knew how many accounts they had and how much each account transacted. However, because of the systems with which they worked, data concerning the customer, the account manager and offices with which the customer dealt were on disparate systems within the business. By using the latest in exploration warehouse data, DMC consultants were able to receive extracts from the various systems and very quickly create a combined database so that all aspects of the customer relationship could be viewed. For the first time the client could prove that the lion's share of revenue was coming from a disproportionate number of clients and that this was evident by branch and account manager. This led to a review in how customers were managed and in the sales targeting and achievement monitoring throughout the business.
Theme Park Insurance Investments Exhibitions organiser Back to top
An established utilities market leader was experiencing erosion of market share by new acquisitive competitors. They had no integrated approach to customer relationships. To address this problem DMC consultants specified a marketing database to be fed with sales transactions, competitor information and the outcome of calls received through the client's customer enquiry lines. Using profiling techniques to segment the customer base by sector, application and length of contract, DMC developed an integrated customer communications strategy using "triggers & actions" driving a series of mailed communications, telephone calls or representative visits at crucial stages in the span of the contract. This strategy enabled the client to automatically address potentially lost business situations and, at the same time, operate the sales function more efficiently, dispatching sales representatives or Key Account managers only when necessary.
Theme Park Insurance Investments Utility Back to top
An international trade exhibition organiser was looking to leverage its investment in one of its trade shows in the UK. DMC consultants made recommendations on amending the collection of Visitor information and facilitated the acquisition of external business demographics to further qualify the data being collected through registrations. By analysing this information and creating profile models, DMC were able to demonstrate a need for additional services for small business visitors, to include networking facilities and meeting forums, addressing those businesses that were too small to exhibit, yet wished to have a presence at their industry event. Not only did this new product generate incremental income by those using the facilities, but also increased visitor levels, a key benchmark for re-selling to exhibitors in subsequent years.
Theme Park Insurance Investments Utility Exhibitions organiser Back to top
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United Business Media, an international publisher and events organiser recognised the need and invested in the development of a corporate strategy to extract the most value from its in-house systems. The client operated its business via a number of discrete industry specific applications supporting individual market sectors with business directories and journals, exhibitors at and visitors to events and the placement of ads in magazines. This represented a huge number of isolated data silos. Exploiting the knowledge contained in these silos was essential to the provision of enhanced and new services for its customers, and increasing revenues from these activities
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selection. We implemented their solution and provided a suite of
reports to identify performance measures and segmentation.