The context
- Butcombe and Liberation pubs entire estate of data
- Marketing Intelligence Report
Their brief
- Quantify the untapped opportunity within the database
- Identify gaps in the data which might prevent them from actualising the opportunity
- Evaluate the success of their loyalty scheme and specific promotional activity
- Recommend action & strategy
What we did
- Identified and profiled key groups based on recency, frequency and spend
The results
- Identified a £6.6M revenue opportunity
- Reinforced the value of the loyalty scheme
- Proven effectiveness of promotional activity
Testimonial
“To realise the level of opportunity we have as a business; it has been great to work with DataHawks to get a better understanding of the value our database can add to the business. The MIR has defined a number of significant opportunities for us and helps to cement our CRM marketing plans being a key part of our marketing plans for the foreseeable and has given us a better understanding of the true power of customer data; how to nurture it and how we can convert it into actual sales.”
Bruce Rowland, Marketing Director Liberation Group
