BeStpRActiceinDAtAMAnAGeMent
ShoRtLiSt
centralofficeofinformation WinneR
LateralGroup BSkyB
change4Lifedatahub experianintegratedMarketing
SkytouchpointWalklistapplication
ManchesterAirport’sGroup
cogentelliott Door-to-doordirectsellinghasbecomeanincreasinglyimportantcustomer
creatingasinglecustomerview acquisitionchannelforSky.Itneededtodevelopanapplicationtoensurethe
mostefficientuseofitsfieldsalesforce.Asaresult,itenjoyedasignificantuplift
northgate innewsubcribersacquiredviathisroute.
tAAp Thelaunchofdoor-to-doorsalesrequiredcarefulhandlingasthischannel
Reachwiththemobileapplication hasbeencriticisedinthepastforlackingsensitivityaboutthenatureof
platform prospectsandpoorpracticebysalesagents.With00agentsbeingused
nationally,Skyneededstrongtargeting,qualityandcontrolmeasuresinplace.
Adata-drivenapplicationwasneededtodrivethis.
Targetingofprospectsneededtoreflectthehouseholdprofileinorderto
tailorthesalesmessage.Existingcustomersandindividualswhoshouldnotbe
contactedalsoneededtobesuppressed.Controllingexactlywhereanagent
wasgoingandensuringtheyonlycontacthouseholdstheyhadbeenallocated
wasalsoacriticalrequirement.
With00agentsworkingsixdaysaweek,planningterritoriesandrouteswas
animportantlogisticaldimensiontotheproject.
WalklistleveragesthedataassetalreadyheldbySkyinitsOlivemarketing
platform,togetherwithanewapplicationdevelopedtouseOrdnanceSurvey
AddressPointdataandanewmappingtool.Eachwalklistisasetofhouseholds
thattheindividualagentisinstructedtocontactonadailybasis.Theparameters
forthislistcanbeadjusted,suchasthecurrentmaximumof100households.
TheapplicationgivesSkyaviewofhowmanyUKprospecthouseholdscan
betargetedineachregion.Itindicatesthoselivinginsingledwellingunitsor
multipledwellingunits,aswellasexistingcustomers.Thiscanbebrokendown
topostaldistrictandsector,withinwhichindividualwalklistsaregrouped
togethertoplanhowteamsofagentsaredeployed.Suppressionsareapplied
atthelastminutewhenhouseholdsareassignedtospecificagentstoensure
theyareup-to-date.
WalklistisallowingSkytoachieveapositivereturnoninvestmentfroma
difficultchannel.InJanuary2009,5.8percentofnewacquisitionswere
generatedbydoor-to-door,comparedto1.2percentinJanuary2008.
Sponsoredby:
cALLcReDitMARKetinGSoLUtionS
CallcreditMarketingSolutionsisfastbecomingtheUK'sleadingmarketingservicesproviderofchoice.Unliketraditional
providers,wedesignandexecutemarketingprogrammeswithmeasurablecustomervalueasthestartingpoint.With
marketingservicesfromconsumerdataandcontactcentrestodirectmarketingandcreditmarketing,CallcreditMarketing
Solutionswillhelpyougaingreaterknowledgeofyourcustomersandprospects,aswellasthebestwaystoengagewith
them.Bytransformingrawconsumerdataintoactionablecustomerinsight,we'llhelpyoumaximiseyourmarketingbudget
whileencouragingcustomerstobuymore,domoreandstaylonger-measurablyimprovingyourreturnoncustomer.
DAtAStRAteGYAWARDS2009|27
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