The insight was further evidenced later when Brand Index was used to show the incremental value of CRM Marketing recipients compared to non-recipient customers via their brand health panel.
In the past Customer Relationship Marketing only measured online spend as this could be directly tracked from digital communications. This meant that the impact CRM Marketing was having on in-store sales was not being measured.
We undertook credit card matching based analysis via the Customer Analytics team of online customers to show the penetration and level of in-store spend. In most cases the in-store spend of online customers was more valuable than the online spend. From this analysis we are able to estimate the in-store value of CRM Marketing activity.
Finally, we helped the CRM team to more accurately forecast the impact of their activities. We created a baseline with seasonally adjusted measures for each campaign and used these to predict the impact of adjusting send volumes, frequency and channels on revenue forecasts for GHS/George online businesses.