DM p12-17 Consumer Data Dec08.qxp 02/12/2008 11:10 Page 14
Consumer Data
ditions are affecting their clients’ activity, and taking Companies
appropriate steps.
comfortable with
For instance charity specialist DMS has been
direct marketing
analysing fundraising results and refining the tech-
see compiled
niques that organisations need to adopt to weather
the storm. “We are acutely aware of the need to move
files and
quickly, and make changes where necessary to min- cooperatives as
imise the effect on our client’s revenue streams,” says
the way to go.
head of data and media planning Ben Redmond. “We Matt Pepper, sales director,
have been able to succeed through a combination of
Abacus.
We are acutely
thorough planning, keeping abreast of the plethora of customers. Pepper says the recession is focusing
aware of the data sources available and maintaining a firm hold on minds on changing customer psychology, leading to
need to move
the data buying function on behalf of clients.” far more demand now than this time last year for
quickly, and
To optimise targeting, the agency is reviewing mod- bespoke customer analysis. That’s not surprising: a
make changes
els to ensure that as much value as possible is being fashion retailer having to cope with consumers cut-
generated, leaving no stone unturned in the use of ting back their clothing spend will naturally want to
where necessary
overlays to establish the best selections for clients’ identify the best ones to target and lay out a red car-
to minimise the
campaigns. That’s particularly the case when propos- pet with a bespoke offer.
effect on our
ing niche lists such as charity supporter files. It is also “The buzzword of the moment is the ‘customer
client’s revenue
negotiating hard with suppliers to gain the best rates journey’, and clients are being much smarter about
streams.
and net names credit terms. that,” Pepper says. “They are looking at new pur-
Clearly the industry has changed beyond recogni- chasers as they come on board – the amount they
Ben Redmond, head of data
and media planning, DMS.
tion in the past decade and a half, with the emer- spend and the channel they use – to decide how
gence of digital channels and a shift from blanket often to mail them, and with what offers. They are
mailings to targeted activity. Richard Webster, group also considering data much earlier in the campaign
communications director at DLG, says: “Anyone who cycle than they used to. It’s increasingly important to
says this recession is the same as last time is wrong: them to ensure not only that the mailpiece looks fan-
it’s a whole new set of circumstances. That’s very tastic and the offer is exactly right, but that they send
exciting and positive, both for direct marketers and it to the right people.”
for data suppliers.” The shift has been observed too at Experian, where
Companies now have much easier access to data director of data strategy Colin Grieves says the com-
and are often skilled in using it, Webster points out. pany is talking to clients much more about how they
Another key difference from fifteen years ago is that can profit from their customer data to reduce churn
data can be gathered by different channels. DLG’s or to upsell and cross-sell, using credit data to limit
lifestyle data comes not just from printed question- the risk of non-payment. “That is a much bigger part
naires but also telephone and online. “It wasn’t as of our mix these days, but we have been heading that
cost effective to conduct telemarketing campaigns as way anyway in the past eighteen months,” he says.
it is now,” Webster says. “Not only is there more data But new acquisition is still very much on the agen-
available to marketers but they can now contact inter- da. Lifestyles Online for one reports an uplift in
ested or targeted audiences through the channel of brands and agencies wanting to discuss prospect data.
choice.” That’s a boon for brands using lifestyle data “Companies are moving into more accountable mar-
particularly, he adds. Being able to draw upon multi- keting routes, and the lead generation we offer is
channel information means they can contact con- strong enough to bring in new clients,” says manag-
sumers through the channel of choice, with the bias ing director Craig Carr.
mostly likely to be towards email. Here too companies are being much more savvy
There’s also vastly more information to draw on, as than even five years ago. “They have done a lot of
large organisations are increasingly willing to share work, internally and with the help of CRM agencies,
It wasn’t as cost
their data. Matthew Pepper, sales director at Abacus, to understand who their customers are and how they
effective to
says: “Even five years ago there was a real sense of would like to be communicated with, which tells
conduct
them wanting to protect their own customers as them what sort of consumers they need to be looking
being unique to them. But now they realise con- for,” Carr says. Typically that knowledge comes in the
telemarketing
sumers buy from multiple sources. Companies that form of a strong geodemographic profile that can be
campaigns are comfortable with the direct channel especially enriched with lifestyle variables, turning an anony-
fifteen years ago
have realised that compiled files and cooperatives are mous consumer into a 33-year old woman with a
as it is now.
the way to go forward.” child earning above £30,000, and perhaps with other
Richard Webster,
One clear trend is that clients are shifting their details about activities and interests – all of which
commercial director DLG. attention from prospecting to nurturing their own helps to make serious prospecting possible.
14 Database Marketing December 2008 www.dmarket.co.uk
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