PMS_AWARDS_p033 22/4/08 17:14 Page 33
PrecisionMarketing Response Awards in association with the International Direct Marketing Fair 33
Sponsored by
Best Contribution to ROI
WINNER
to one of the UK’s largest marketing communica-
tions budget result in significant annual savings.
COI Artemis
Just three examples – tobacco education, childcare
OMD Data
promotion and Job Centre Plus lone parents cam-
paign – resulted in savings over more than £14m.
OMD Data is the direct response and digital evalu- As Marc Michaels, director of direct and rela-
ation division of OMD – the Omnicom owned global tionship marketing at the COI, says: “The COI
media network. It is responsible for provision of Artemis service has been vital to putting evaluation
reporting, tools, techniques, and insight which first stages of campaign planning: measuring effi- at the heart of the agenda in Government commu-
drive direct response and digital ROI efficiencies ciency and demonstrating value are at the heart of nications through pulling together disparate COI
into its clients’ integrated communications. all activity. data sources, uniting agencies and generating cost
saving and effectiveness insight. It puts data at the
Innovation and development Effectiveness heart of campaign planning – where it belongs.”
Given the huge spectrum of Government commu- The COI Artemis system is broken down into a
nication tasks and the variety of potential out- series of modules: import, manipulation, matching,
comes, measuring and demonstrating best value reporting, scenario planning and forecasting. The HIGHLY COMMENDED
risks becoming a complex and disjointed affair. system is therefore integral to each stage of the
Boots Statement Mailing
COI needed a system and an approach which planning, implementation and evaluation cycle.
could accommodate its 200 clients and span almost Planners now use the system to identify past
Craik Jones
50 different media types, to reflect the reality of campaigns with similar attributes and pool their The Christmas mailing is hugely important, as it is
Government response generating communications. collective metrics to identify the most cost effective the key sales period. Working closely with 5One,
An ambitious, highly visible service was required, media and contact selections. Campaigns are clas- Craik Jones led two key data developments to
to act as both an insight hub and an agent of cul- sified by budget band, target audience, campaign enhance the mailing and maximize potential to
tural change. objectives, media mix, regionality etc, ensuring the drive sales.
The agency’s response was to develop COI appropriate data is used in the planning process. In-depth analysis showed that by only mailing 4
Artemis, designed to capture and report centrally This media optimisation has been used to plan million customers (the usual volume) it was miss-
across government campaigns to enable evidential campaigns for Department for Children, Schools ing the chance to drive additional sales. Reviewing
based planning. and Families (DCSF) and Department of Health previous Christmas spend, potential in key cate-
At the heart of COI Artemis is a direct response (DoH), described in the next section. COI Artemis gories and demographics, it identified an additional
evaluation system, specifically engineered to was also used to forecast demand for the DoH led 1.7 million top prospects for the mailing. This
address the ROI optimisation needs of the public £75m marketing strategy to promote healthy living meant for 5.7 million customers it was able to use
sector. It is a highly flexible, adaptable and accessi- and encourage people to maintain a healthy weight, its robust data models (which review purchases in
ble evaluation repository, specified by COI and built based on the initial media plans developed. the last 2 years and basket analysis) to select truly
and serviced by OMD Data. During the campaign phase, the COI Artemis tailored coupons and offers and motivate them to
The system mirrors the role of the COI as a hub team work closely with campaign managers to col- choose Boots.
– data flows from all quarters and is collated, trans- lect data from all relevant sources – including con- Secondly we sought to maximize an important
formed and translated in this central repository. tact centres, websites, face to face operations, tool in Boots’ Christmas armory, its special cus-
The system takes feeds from media agencies, con- messaging services etc. These responses are rigor- tomer shopping evenings. These evenings have
tact centres, digital agencies, direct marketing ously classified to ensure response value compara- been promoted in previous Christmas mailings, tar-
agencies and research agencies. Previously, dis- bility – a first visit to a ‘quit smoking’ website visit geting people based on where they shopped most.
parate data sources are fully integrated for the first has a very different value to a person joining a local But from experience, it learnt that this was direct-
time, and translated into insight and recommenda- stop smoking service. ing customers to inappropriate stores. A radically
tions that are presented straight back to COI’s Responses are then matched to campaign activ- different approach was needed. It developed new
clients. ity at the most granular level available. In the case targeting rules; whereby stores of similar size and
Evaluation planning and interpretation is man- of direct mail this is the individual mailee level. In area were grouped to allow more than one store to
aged by the COI Artemis team, which combines the case of broadcast direct response media such as be offered as an option to the consumer. There was
expertise from both COI and OMD Data. press or TV it uses logic and probability matching then rule logic applied that linked the stores hold-
While commercial sector response metrics are algorithms to match to individual ads, press titles, ing an event; where you live with where you shop
well defined, the COI needed to account for the TV stations or media depending on the deployment the most, with each customer given details of the
array of behaviour changes, attitude shifts, inter- of Unique Telephone Numbers (UTNs) or other store or stores most relevant to them.
ventions, obligations and actions that constitute media capture devices. The models used to deliver targeted coupons have
public sector campaign objectives. The reporting section uses this granular level been shown to contribute a 20 per cent uplift in
A rigorous response hierarchy was developed, performance data as the basis for the user defined incremental sales. The October 2007 Statement
representing the different stages of the customer charting and tabular output. This is where key cam- mailing generated a 75 per cent uplift in incremen-
journey. The COI is now able to make comparisons paign findings are demonstrated and our optimisa- tal sales against forecast which overall meant a
across different clients and benchmark against tion insight is delivered. staggering 190 per cent increase year on year. Those
established norms. From this same data, it can project forward cre- lower spenders identified as having high potential
Over 80 staff members were trained in the three ating scenarios which plan to a given budget, or generated results 500 per cent over control, proving
core elements of COI Artemis: campaign evalua- budget for a given response. The system optimises the effective targeting. The campaign overall deliv-
tion, scenario planning and forecasting. across media and channels based on actual per- ered an ROI of 1,129:1 (although this reduces to 494:1
Cultural integration was the key to success. Eval- formance. when the cost of points and promotions is factored
uation spans many COI departments – media, The project delivers value to Government by con- in). One standard coupon included to all is the Dou-
direct, digital and research. Campaign managers tinually driving campaign ROI efficiency. ble Points coupon, which 25 per cent of customers
are involved with the COI Artemis team from the Even small improvements in efficiency applied used, over 1.3 million customers.
Finalist
The Launch of Pizza Hut Online Ordering and
Delivery Service
blue barracuda
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