The context
- A no-fee, all welcome, clubhouse brand
- Marketing Intelligence Report
Their brief
- In-depth profiling of Coppa Club’s key guest groups, specifically by location
What we did
- Provided detailed demographic, geographic, behavioural and psychographic profiling, powered by Starcount
- Identified and profiled key groups based on recency, frequency and spend
- Partnered with KAM Media, using our data to feed into customer surveys, providing a more in depth understanding of customer behaviour
The results
- We identified £471k of opportunity
- Uncovered that 83% of their customers only recorded a proof of presence once a year
- Demonstrated that high value customers are worth 4 times more than their low value customers
- Demonstrated the clear difference in profile and behaviours of customers in specific locations, for example, Tower Bridge attracts a celebrity influenced, younger profile of customer
Testimonial
“With DataHawks on your side, you’re no longer making massive assumptions about your customers based on gut feeling. It’s clearly identified, demonstrated and presented to us so that we can use our data more effectively in our overall marketing strategy. It has given us the detail on where to focus our energy.”
Lyndsay Anderson, Marketing Director, Coppa Club
