Finalist in the CIM Marketing Excellence Awards 2018: Best Use of Data and Insight
Best Use of Data and Insight in the CIM Marketing Excellence Awards
Last Thursday saw us shortlisted for an award with our wonderful client Baxi. The award was “Best Use of Data and Insight – Large”, as part of the CIM Marketing Excellence Awards 2018 in London. Key within this was the digital work we did as part of Baxi’s acquisition programme. Driven by data and insight, the Nurture programme sent a sequence of emails to installers. Each email gave distinct information about the brand. We automated the broadcast, and built on our use of data and insight, to optimise the timing and content. Results were very strong and have meant an extended programme has now started.
We also built triggers for new installers on the loyalty scheme. Building again on our intelligent use of data and insight, we pushed emails out to nudge installers into more claims. These have built the desired pattern of repeat claiming Baxi hoped to achieve. Further triggers applied if the level of expected claiming was not seen. Together, these triggers have helped ensure the continued retention of valuable installers.
Powerful stuff and highlighting the value that clever use of data and insight can bring. And in particular, where underpinned by digital expertise. 2 key elements of the programme were automated broadcast, and digital data planning. Simple in theory, but vital to get right. And even more powerful when done with intelligence. Our digital offering is now getting more intelligent still. We are offering re-marketing and paid search.
Chris Daly, Chief Executive CIM, put it well in his welcome speech. The awards celebrate “the finest that marketing has to offer”. And we are proud to have been part of that.