Customer Relationships - CBI
CBI
Make data-driven marketing more relevant to members
The CBI wanted to make their data-driven marketing more relevant to their members in order to improve customer relationships leading to better retention and greater revenue
The marketing team were run off their feet with day-to-day activities and neither had the capacity nor expertise to tackle this. We were brought in to drive this forward quickly and affordably.
We firstly undertook a top-line data, tech and content audit to establish what their capabilities were for delivering greater member relevance.
We also undertook a deep dive into current member engagement and retention levels to understand performance by member type and member characteristics.
Armed with this knowledge and insight we were able to develop a data plan that identified the data they needed to capture to drive marketing relevancy and a view of how the data would need to be segmented and measured going forward.
Finally, we developed a top-line communication plan for delivering relevant data-driven activity into the overall marketing plan and showed how this can integrate and drive BAU (Business As Usual) activity, member activation and retention triggers.