Target your customer
Effective targeting of your customer base means you know who your customer is and you can pinpoint exactly what you should say to whom, when and across which channel for maximum effect.
Your database can change daily, combating ongoing data decay by cleansing your customer records is a vital step to ensure the effective targeting of any marketing campaign, helping to minimise wasted resources and ensuring you comply with the Data Protection Act
However in the current competitive environment it is not longer enough to be able to segment a customer database by postcode or gender. Today’s sophisticated consumer demands sophisticated marketing messages, driven by the latest and most sophisticated tools for customer segmentation.
Our data base analysis and modelling will tell you which customers have responded to similar campaigns in the past, which will never respond via certain channels and which combination of customer, product, communication – even price – will give the maximum return.
Imagine …
…. A major travel company wants to drive more revenue from its existing customer base but recognises that many customers will only book two or three trips a year.
Their current e-marketing programme consists of emailing every opt-in email address on your database every week / month with a one size fits all latest offer. GB immediately recognised that they were missing a huge opportunity to up-sell to their customers from the minute they had booked to travel. The result is a contact strategy which enables them to send 100 different triggered and automated emails every day. Each email goes to a small and highly segmented group and is personalised and highly relevant. From thanking the customer for their booking, up-selling them a meal in their restaurant, welcoming them back from their trip to targeting them with a similar type of offer two months later – GB helps to engage with your customers at the right frequency with a relevant message through every step of their journey with you.