Dovetail Client Workshop: The Power of Data

©2014 Epsilon. Private & Confidential
The Power of Data
Using The Right Data
Wednesday, October 15, 2015
British Library, London

©2014EpsilonDataManagement,LLC.Private&Confidential
2
Introduction to Different Types of DataContents
What is Transactional Data?
How Do You Use it?
Case Study – Publishers Using Data Today
Questions and Answers

Introduction
to Data

4
Three key types of
data
Demographic/
Firmographic/
Compiled
Self-reported
Information
Transactional

5
While each of
these three types
of data are useful
on their own, they
are more powerful
combined.
DEMOGRAPHIC
SELF-REPORTED
DEMOGRAPHIC
SELF-REPORTED
DEMOGRAPHIC/
FIRMAGRAPHIC/
COMPILED
TRANSACTIONAL

Why Abacus?

7
Common
Marketing Themes
Overheard
What I Heard During dovetail’s last Supplier Showcase…
1. Wrong Offer
2. Quality of Data Isn’t Good
3. Invest in Your Data
4. Using the Right Data is Paramount to Success
5. Using Historical Data is Vital to Success

8
The Abacus Alliance in numbers
telephone
data
email
data
SMS
data
postal
data
4800
transactional, demographic
& lifestyle variables
£20bn
spend
580m
total transactions
relocation
30% increase in mover data
captured
26m
individuals
520
multi-channel retailers,
publishers & charities
18m
households
93
new members joined
since 2014

9
ABACUS –
The concept
insight into
market
modelled
subscriber files
responsive
prospects
Member B
Member C
Member A
Abacus
Alliance
Database
Multi-channel retailers, consumer publishers and charities
share their transaction data to form the Alliance.
Abacus models actual purchase history to predict future
purchases.

10
How well do you know your subscriber?
What you know about
your subscriber
What Abacus knows
about your subscriber
Three time
subscriber
Subscriber for
past 18
months; £40
spent in total.
Female Opted-in email address
Spent £105 in Gifts &
Gadgets 4 months ago
Spent £83 in Mid-Market
Clothing 2 months ago
Aged 35
Spent £110 in
Gardening 6 months ago
Postal address
Has children at
home
Household
income of £60k
Uses internet as an
order channel
Spent £248 in Music &
Entertainment in lifetime
Female
Bought 6 times from
High End Clothing in
the last 24 months
Postal address

11
Transactional Modelling: How does it work?
We analyse consumers transactions across 520 brands within the Abacus Alliance
database to find new prospects who ‘look like’ your current subscribers.
Your best subscriber
Shared attributes
Multi buyer
Uses internet as purchase channel
Household income of £60k
Spent £110 in Gardening 6 months ago
Spent £100 on consumer subscriptions
in the past 12 months.
Spent £83 in Mid-Market Clothing 2
months ago
Prospects most likely to subscribe

12
Recruit

13
Why Should I use Transactional Data?
30-40% Increased
Response Rate

14
Subscriber –
Transactional
Variables
o Household has interest in newspapers and magazines.
o Amount spent with a publishing title in last 12 months.
o Number of publishing transactions in last 12 months.
o Amount spent with a Health offer.
o Multiple purchaser in Food & Wine category.
o Number of purchases in Mature Clothing category.
o Six or more purchases in Continuity category.
o Two or more Children’s clothing purchases in last 12
months.
o Multiple purchaser in Gardening category.

15
Meet Jane –
Your Best Current
Subscriber
Jane:
months.

16
Meet Kim –
Your Best Target
Audience
Kim:
months.

17
Publishing Client Recruitment – Case Study for Publishing
Problem: Publishing client was looking for additional data sources as
they were struggling to find a new and sustainable pool to prospect from.
Solution: The Abacus database looks at consumer households
completely differently and considers the historical purchasing data to be
much more predictive. Abacus built acquisition models based on the
client’s best subscribers and found a reactive pool of new names.
Outcome: Abacus was able to find four times as many prospects to mail
without any degradation in results. Thereby allowing the client to grow
their file of subscribers dramatically.

18
Testimonial: History Today
“Being a niche magazine with a small target market it’s always difficult to find
good new prospects. Working closely with Abacus both here in the UK and in
the US has helped us to find a rich vein of potential subscribers and get
great response levels. Professional, helpful and friendly, Abacus is the ideal
partner for our promotional mailings.”
(Andy Patterson, Publisher)

19
Retain

20
Main Reasons
Subscribers Lapse
1. No Longer Interested in Content
2. Heavy Promotion After Subscribing
3. Too Expensive
4. Promo Product Given To Re-Up Wasn’t Relevant

21
Main Reasons
Subscribers Lapse
1. No Longer Interested in Content
How does Abacus help solve this problem?
 31 Unique Product Categories
 Modeling done by unique segment
 Propensity scores and category variables appended to each record
 This data allows for personalization
 Which leads to relevancy
 Overall goal of reduced attrition achieved

22
Main Reasons
Subscribers Lapse
2. Heavy Promotion After Subscription
 Custom modeling to identify those most-likely to lapse
 Contact strategy can be created based on this research
 Those not likely to lapse can be avoided in marketing plan
 Saves marketing budget – allows for movement of budget
 Channel-specific plans can be put together

23
Main Reasons
Subscribers Lapse
3. Your subscription is too expensive
 Custom modeling to identify those most cost-conscious
 Don’t offer a deal to those willing/likely to pay full rate
 Offer payment plans based on modeling, analysis and findings
 Free gift offer to those likely to be gift-givers
 Achieve highest retention rates possible at the
highest-possible subscription price

24
Main Reasons
Subscribers Lapse
4. Free Gift/Promo Not Relevant to Audience
 What categories are current subscribers spending the most
 Segment subscriber file into three or four category groups
 Customize the offer for each of these category buyer groups
 Subscribers feel like you know and understand them as people

25
How To Find More
Gift Givers
What About Gift-Givers???
Giving a Subscription as a Gift – How Can We Help?
We start with your current gift-givers to find those most likely to give a gift.
 Most people give gifts, but those who give subscriptions are special
 But, what makes them special?
 Abacus can identify gift givers across multiple product categories
 We can also identify those who typically give subscriptions as a gift
 Then we rank and score those gift givers against your current gift
givers to find the best universe to market this offer to.
 Set up a test for the Holiday season today.

26
So, How Do We Do This?

27
Meet Michael –
Your Reactivated
Subscriber
Michael:
o Heavy seasonal gift-gifter during holiday season.
o Three or more purchases in food category last 12 months.
o Multiple purchaser in Women’s Clothing category.
o Monthly purchaser in Gifts & Gadgets category.
o Four or more purchases last 12 months in Home category.
o Heavy seasonal purchaser in Gardening category.

28
Meet Marco –
Your Best Target
Audience to
Reactivate
Marco:
o Heavy seasonal gift-gifter during holiday season.
o Three or more purchases in food category last 12 months.
o Multiple purchaser in Women’s Clothing category.
o Monthly purchaser in Gifts & Gadgets category.
o Four or more purchases last 12 months in Home category.
o Heavy seasonal purchaser in Gardening category.

29
Retain – Cross Sell Modeling – Case Study for Publishing
Problem: A publisher had multiple products to offer their buyers but didn’t
know enough about their customers to offer the right product.
Solution: The Abacus database contains hundreds of incremental,
transactional pieces of data on that customer allowing for a better
decision on what next product to offer.
Outcome: The publishing client was able to increase their overall multi-
product sales penetration by more than 20%.

30
DATA TAGGING -
Case Study
o Readers’ Digest was looking to minimize attrition.
o Used Abacus lifestyle and behavior data to identify
the most highly correlated data attributes
o From this comparison we leaned that a high
number of readers enjoyed bird feeding as a hobby
Outcome: Reader’s Digest was able to customise
their content around bird-feeding and increase
retention rates by double-digits over the previous year.

31
• Abacus only requires name, address, date & pound amount
• No sensitive data accepted
• Privacy policy posted on your web site is a must
• Opt out for each customer at point of data collection
• Standard business rules protect your data
• Abacus – blind data alliance
Data Privacy

32
Who do we work with?

Thank you
Doug Oldfield
t: 0208 943 8010
m: 079 2049 8980
e: doug.oldfield@epsilon.com

Dovetail Client Workshop: The Power of Data

Recommended

Recommended

More Related Content

Similar to Dovetail Client Workshop: The Power of Data

Similar to Dovetail Client Workshop: The Power of Data (20)

More from Dovetail Services

More from Dovetail Services (19)

Recently uploaded

Recently uploaded (20)

Dovetail Client Workshop: The Power of Data

Editor's Notes