how abacus solutions can increase your roi abacus insights event – wednesday 1 st october 2014
TRANSCRIPT
How Abacus solutions can increase your ROIAbacus Insights Event – Wednesday 1st October 2014
The Concept
The Abacus Alliance Concept
Transactions
member “A”
member “B”
member “C”
+
+
AbacusCooperative
Database
Proprietary modelling
modelled customer files
insight intomarket
responsiveprospects
Multi-channel retailers share their transaction data to form the Alliance Abacus models actual purchase history to predict future purchases
The Abacus Alliance in numbers
18mhouseholds
26mindividuals
508multi-channel retailers
& publishers
59members joined since Aug 2013
580mtotal transactions
£20bnspend
4800transactional, demographic
& lifestyle variables
emaildata
postaldata
telephonedata
sms data
relocation30% increase in mover data captured
How well do you know your customers?
what YOU know about your customer
what knowsabout your customer
Opted-in email
address
Spent £105 in Gifts & Gadgets 4 months ago
Spent £83 in Mid-Market Clothing 2
months ago
Aged 45-55
Spent £210 in Gardening 6 months ago
Postal address
Has children at home
Household income of £100k
Uses internet as an order channel
Spent £248 in Music & Entertainment in
lifetime Spent £255 in Books &
Collectibles in lifetime
Female
Bought 6 times from Food & Wine in the last
24 months
One time customer
Spent £58.97 2 months ago
Female Postal address
Questions
?
The Journey
The Abacus Member Journey
ANALYSE RESULTS &
ASSESS ROLLOUT
DATA SUPPLY
AGREE TEST
ACTIVITY
STRATEGY DISCUSSIONS
MATCH TO THE
ALLIANCE
Questions
?
Recruit
Recruit using direct mail – how does it work?
We analyse consumers transactions across 500 brands within the Abacus Alliance database to find new customers who ‘look like’ your current ones.
Prospects from the Abacus Alliance who are most likely to buy
Your best customer Shared attributes
Multi buyer
Uses internet as purchase channel
Household income of £100k
Spent £210 in Gardening 6 months ago
Spent £105 in Gifts & Gadgets 4 months ago
Spent £248 in Music & Entertainment in lifetime
Bought 6 times from Food & Wine in the last 24 monthsSpent £83 in Mid-Market Clothing 2 months ago
Recruit - How a model works
Your Customers
PRE SELECTS:
THE ABACUS ALLIANCE
2+ purchases 0-12 months
AGE
FAMILY
VALUE
RECENCY
Most like your best customer
Least like your best customer
GENDER
13
Abacus Models
THE ABACUS ALLIANCE500M TRANSACTIONS
SYNERGY
OPTIMAL
AFFINITY
CHAID
MAESTRO
• Best for niche offers and lower volumes
• Great for first tests
• Our broadest model that assumes the least
• Works well for high volumes• Great for first tests
14
Questions
?
Retain
Maximise return on investment spent on your customers
Retain - Target Your Customers More Profitably
• Retain your best customers• Reactivate your lapsed customers• Activate your enquirers• Identify cross-sell opportunities
How do Abacus customer retention solutions differ?
CAMPAIGN MANAGEMENT:Fully managed by Abacus ready-to-mail data
HOUSEFILE MODELS:Abacus models produce data ready to mail
LICENCED SCORE:Model score used by data capable marketers
DATA TAGGING:Fully managed by the client for use by in-house analysts
OUTSOURCEIN-HOUSE
Data append – Email, postal, SMS and telephone
• Enhance your data asset
• Improve brand awareness and campaign response
• Allow customers to interact via their preferred channel
• Contact customers with time-sensitive promotions
• Activate your enquirers
Questions
?
Realise
Abacus Reports
The Abacus Annual Trends Report
An Abacus Market Insight Report goes one step further….
What is a Market Insight Report?
• Improve your overall direct marketing strategy by measuring yourselves against your competitors.
• Provides a comprehensive overview of your:• Customers’ profile and purchasing behaviour• Business compared to your immediate marketplace
• Comprised of four modules:• Market Share & Transaction Trends• Seasonality• Merchandise Category• Demographic Profile
What are the benefits?
Enables businesses to:
• Plan merchandising and marketing strategies• Optimise seasonal mailing plans• Determine an appropriate advertising and creative
approach
Questions
?
Trusted by
Contact
Ben Collier t: 0208 943 8011m: 07717 767 352e: [email protected]
Keep up-to-date with Abacus & industry newswww.abacusdirect.com
www.twitter.com/abacusalliance
www.linkedin.com/company/abacus-
www.linkedin.com/groups/Home-Shopping-Data-Strategy-4079480/about
Andrew Tye t: 0208 943 8004m: 07818 036 126e: [email protected]