|
Intelligent application
of data
 |
|
|
| |
Broadsystem
has helped Blue Square to develop a customer communication
strategy to ensure customers are targeted with the
right messages at the right time.
|
|
|
|
|
|
 |
|
|
Objective
Launched in 1999, Blue Square offers fixed-odds betting services on the Internet,
Interactive TV, WAP and telephone. From the outset they used email to:
 |
engage
customers in an ongoing relationship, to minimise churn,
and to maintain an ongoing marketing dialogue |
|
trigger
spikes of activity where anticipated downturns might occur |
|
incentivise
a specific audience to participate in betting by sending
them timely, last-minute emails |
However, there were gaps in:
|
understanding
the profile of Blue Square customers |
|
knowing their interest
in different sports |
|
recognising
their patterns of action once they receive an email communication |
|
segmenting
the database, according to individual betting propensity |
Solution
Blue Square wanted to undertake more
targeted communications, so they outsourced the data management, data analysis
and campaign execution to Broadsystem. We began by processing and cleaning the
customer data, as many online betting transactions contained inaccurate postcodes
and incomplete contact details. On de-duplicating the data, we could see there
were individual customers with multiple accounts whose value needed to be aggregated
to an overall financial value.
The result was a single view of the customer database. From this, profile analysis
identified which customers betted most or least frequently, to what value, and
on what sports. Blue Square then targeted its most responsive customers with
tailored campaigns.
Our email campaign management tools tracked:
|
who
received and opened an email |
|
when
they did so |
|
the
links they followed |
|
any
subsequent bets |
|
the
lead time to action |
Results
|
to
date, we have distributed over three million emails to
Blue Square customers. |
|
using
Broadsystem’s analytical tools, Blue Square can identify
a number of customer segments which are more profitable
and more responsive to email communications. |
|
this
learning curve has enabled Blue Square to reduce the number
of emails it distributes by 25%, while generating an average
ROI of 7.5 to 1 |
|
smaller,
more targeted campaigns are now executed more frequently,
with more specific offers tailored to different audiences. |
|
