Liberation Group Pint of beer in a pub

Liberation Group

How we uncovered £6.6M worth of opportunity for Liberation Group


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


“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

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