Challenge/Brief
- Data strategy audit and analysis to drive smarter CRM for delivering higher growth and retention amongst its customers.
Approach
- CRM audit to fully understand ways of working and use of data to inform strategic activities.
- Developed analytical tookit for driving marketing strategy and measuring performance.
Outcome
- Team restructured to support the transition from operational to one that is now insight driven.
- Behavioural segmentation and analyses to facilitate retention, growth and reactivation strategies.
- Developed board-level dashboard report showing performance versus business KPIs.
