Case Study: ICD016: Campaign Management Effectiveness
Drivers
- Increase effectiveness of direct marketing
- Identify data quality issues
- Increase profits, return on investment and customer response
The client, a market leader in financial services, identified a need to improve customer response and ultimately sales conversion through driving profitable relationships and business efficiencies by relevant and timely contact with customers. There is the perception that there is mismatching of customer data to marketing segments, resulting in poor response to campaigns. Existing campaign processes are also impacting on response rates in a number of ways.
Inputs
- Identifying key decision points, processes and accountabilities
- Implementing creative, compliance and performance monitoring check-points
- Streamlining marketing campaign management controls
ICD tracked two planned campaigns to gain insight across a general and more targeted offering. We carried out a review of customer data selection and management processes, which identified and validated customer selection filters and current processes within campaigns. Our team applied campaign performance measurement tools and customer review tools, while examining campaign media and campaign execution. ICD also stopped all campaigns until campaign measurement tools were put into place.
Deliverables
- Customer data assessment
- Customer contact treatment strategy and application
- Campaign performance measurement, linking customer responses and purchases to specific marketing activities
- Objective assessment of the current processes, filters and execution of two campaigns against stated campaign objectives
- Poor quality of data matching revealed with recommendations for improvement
- Checklist of campaign activities, introduction of “user guides”
- Independent and specialist customer management advice based on a pool of experience and knowledge of both financial services and other relevant sectors
- Recommendations on improving contact management strategy
- A bespoke model with agreed criteria by which ongoing campaigns can be measured
- Short term saving of £1.5 million
Outputs
- More effective use of campaign budgets
- Performance measurement over time on the basis of agreed criteria
- Adaptation and responsiveness based on the learning from previous campaigns
- Refining knowledge of customer and insight into the relationships with them
- Refinement of creative treatments and calls to action to drive responsiveness
- Unbiased, independent report of current processes, filters, administration and execution of campaigns across departments and sections
- Baseline established for future activity
- Short term gains which were immediately implemented
- Interventions which immediately improved campaign performance
- Immediate feedback and real time advice on good customer management practice
- Refinement of measurement criteria and improved MI for decision making
- Increased sophistication of campaign execution
- Increased response rates to campaigns as a result of more targeted, timely, appropriate and relevant contact with customers
- Greater clarity and control over what was being invested and where they were investing their marketing budget