Abstract:
We all know companies hold more customer data than ever before, but how can we successfully marry this to primary research? What's the best way to map psychographic data (attitudes, behaviours, responses, etc.) to the data you reliably have for all your customers or prospects? With a mature customer base and a propensity model that had outlived its usefulness, Sky's reward-based 'Introduce A Friend' referral scheme had achieved relatively low recent uptake. Sky wished to understand if there were customers for whom different propositions and contact strategies would be more successful. A 'reverse' segmentation of its customer base, mapping survey data onto existing fields, enabled Sky to tailor and target its referral scheme to specific customer groups, and thereby open up new headroom.
This could also be of interest:
Research Papers
Big Data and research data
Catalogue: Big Data World 2016: Understanding People Through Smart Data
Authors: Joe Catling, Rupesh Patel
Company: Relish Research
November 18, 2016
Research Papers
Big Data big impact!
Catalogue: Big Data World 2017: Smart Data Integration
Author: MaurÃcio Moura
 
November 7, 2017
Videos
The Big Data lab
Catalogue: Big Data World 2016: Understanding People Through Smart Data
Authors: Ralph Wirth, Norbert Wirth
 
June 15, 2016
