BeSttARGetinGSoLUtion
hiGhLYcoMMenDeD
BBctVLicensingconsortium WinneR
GBGroup/proximityLondon/capita Salaamhalalinsurance
it’sallinthedatabase Acquity
nomadd
BBCTVLicensingneedstoknowaboutevery
domesticandbusinessaddressintheUKto SalaamHalalInsuranceisthefirstUKproviderdedicatedtoofferinginsurance
maximiserevenuecollectionandminimiseevasion. toBritishMuslimsinaccordancewithShariahprinciples.Itneededtoaccurately
Propertygrowthandthenthedownturnhasmade identifyMuslimsforalaunchdirectmailcampaignwhileremainingin
anaccuratepicturehardertobuild.Toprovethat compliancewiththeDataProtectionAct.
thesolutionbeingusedwasoptimal,amaster Toachievethis,AcquityneededtoidentifyindividualswithinhighMuslim
benchmarkwascreated. densityareasandalsothoselivingoutsidesuchareaswhoaremorelikelyboth
Keydatasetswerechosenandapilotapproach toownacarandtoholdShariahbeliefs.Thirdorfourthgenerationmembersof
adoptedtoassesshowcomprehensivethe thecommunityarehardtolocate,butmorelikelyprospects.
databasewouldbe.Mailingsweresentto“missing UsingCensusdataandpostcodesectorstoidentifythesizeofthemarket,
addresses”torequestvalidationandcorrectionof togetherwithresearchintopropensitytobuyamongthoseidentifiedas
TVLicencedetails.Theresultshowedthatthe assimilated,atargetingapproachwasdevelopedinfullconsultationwiththe
databasewasover99.9percentcomplete. InformationCommissioner’sOffice.
Existingdatasourcesweretoobroadfortheselection,soabespokeanalytics
ShoRtLiSt toolcalledNomaddwasbuilt.Thiswasbasedonalgorithmssearchingfor
Damart combinationsoflettersinfirstandsecondnamesthataredistinctiveofUK
cDMS/transactis citizensofAfrican,Far-Eastern,MiddleEasternandAsiandescent.Nomaddwas
Damartcustomeracquisition furtherdevelopedtoprovideanindicationofneedandpropensitytobuy.
Renewaldatesforinsuranceweresourcedfromallmajorsuppliersand
theWebbGroup appendedwithkeyvariables.ThesewerethenscoredbyNomadd,witha
Abacus responseandconversionmodelbasedonAcculturation–ananalysisofnames
identifyingdormantcustomersactivein changedandnamesused.Forexample,SheliaAliwouldscorelowerthan
themusicandentertainmentcategory SakinaAli,buthigherthanSheilaAllen.
Auniquecomponentoftheresponseandconversionmodellingwas
acculturation–analysisofname(firstorsurnamechanged)andnamesused
(indicatinggenerationsintheUK).Additionalvariablesthatcouldprovide
insightforfuturecampaignswerealsoincluded,suchasreadershipandcredit
cardownership.
Responseratetothelaunchmailingwas.9percentcomparedtoan
industryaverageofbetween1andpercent.Thetop50scoresinthemodel
outperformedthelowest50by28percent.Theintegrityofthecampaignwas
assuredbyworkingcloselywiththeICO.Nomaddhasalsobeenusedtoscore
othersectorsfortargetingbydoordrops,regionalpressandoutdoor.
Sponsoredby:
MARKetinGMetRiX
MarketingMetrixisadatadevelopmentcompany,specialisingingroundbreakingdataproductsandservices.
ItsteamofdataconsultantsandanalystsareresponsibleforproductssuchasPollenUKamassivedatapoolwhichhas
redefinedhowdataisselected.PollenHealthwasdevelopedfromthis,auniquewayofmarketing‘sensitive’healthissues.
Recentlytheyhavetackledtheailingpubsectorwith‘LastOrders’,whichidentifiespubsmostatriskfromclosure.
MostexitingofallisChannelMetrix-thisstateoftheartproductcomestotheaidofcompaniessuffering‘mediachannel
overload’:througharigorousanalyticssystem,itwilladviseontherightbalanceacrossthechannelspectrum,fromTVand
Directmail,toSMSandtwitter,helpingcompaniesunderstandandoptimisetheirmultichannelmarketingspend.
DAtAStRAteGYAWARDS2009|29
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