The art of Data Enlightenment
The 8 essentials for Data and CRM Excellence
If you’re looking to deliver CRM excellence, you’ll need to master these 8 key areas. Together, they enable the delivery of insightful, relevant and efficient strategies for your customers.
Target Operating Model
Getting to a customer-centric, integrated, and efficient operating model.
Decisioning and AI
How do you make accurate decisions about your customers and strategies?
Personalised Customer Comms
Are you delivering personalised messages to every customer, at just the right time?
CRM Excellence
Where are you now and what’s the roadmap?
Find out where you are on the road to CRM excellence with our free Refocus report. It’ll help identify where you’re doing well, where you need more focus and provide the basis of your roadmap to CRM excellence.
Level One
- Data is fragmented and quality is poor, with limited or no data management or governance processes.
- Risk of data security issues
- Marketing platforms operate in silos, with basic or no understanding of the customer.
Level Two
- Some marketing activity is driven by behavioural data but considerable latency challenges exist.
- Marketing technology is not scalable
- Channel performance and campaign measurement is too slow and incomplete.
Level Three
- The core marketing programme is data driven with new use cases requiring point solutions.
- Some data science and modelled customer data is available, but there is challenges activating it for marketing.
- Marketing platforms fulfil their purpose but with limited integration, basic channel capability and batch focused.
Level Four
- Data aligned across platforms underpinned by a consistent data model with structured governance.
- Realtime first party data collection and activation across all marketing and sales channels, orchestrated succinctly.
- Fully integrated marketing architecture to enable an actionable 360 customer view.
- Playbook of campaigns (automated and ad hoc) where marketer’s involvement is for optimisation only.
Level Five
- A fully scalable, marketing technology set up, whereby customer data is seen as a business asset
- Data governance & quality is ensured through centralised data management.
- Real-time, omnichannel decisioning and messaging enhanced by AI
R-cubed have won the Apteco Star Partner award for 2025.
Following the Best Use of Apteco Award with Goodwood in 2024, this year we celebrate our collaboration with Apteco as their Star Partner.
Read more about our partnership with Apteco here.
“R-cubed empowered our internal team by working in partnership to formulate a testing strategy to measure the true incremental impact of all our multi-channel direct marketing”
Ecommerce Manager, P&O Ferries
“In the first 12 months alone R-cubed delivered a 20% increase in marketing efficiency – we trust them”
Marketing Director, Lands’ End
“R-cubed’s data experts have delivered a significant change in the understanding of our customers behaviour, enabling Costa to optimise our marketing investment and deliver significant incremental margin“
Head of Loyalty and CRM, Costa
“Our existing Single Customer View wasn’t doing what we needed it to, so we turned to R-cubed to replace it with something that would. They were able to give us what we wanted – and more – without impacting our day to day business, pulling all our customer data into one place and helping to turn it into actionable insights. ”
Head of Digital, Goodwood
“R-cubed manage to balance the analysis with the commercial. I’ve worked with them at two of my previous companies – they are a game changer”
Head of Data, FT.com
“I call them our data agency. But really they’re our Swiss Army knife”
Flight Centre
Our Services
The Data Challenge
Customer data is often fragmented, making it difficult to see each customer’s true value to the business
The Expertise Challenge
Lacking the specialist skills needed to analyse data and transform performance
The Technology Challenge
Having the right technology to act on your findings
Data Enlightenment means not just being able to FIND the hidden opportunities but to ACT on them too.
We hate it when businesses can’t find the answers they need to drive better marketing results. But we love helping them out of this darkness. We call it Data Enlightenment.
Data Enlightenment means not just being able to FIND the hidden opportunities but being able to ACT on them too. It sounds simple but we know most companies face common challenges around data, expertise and technology.
From data darkness… to data enlightenment.
We’ll provide the expertise and the technology needed to solve these challenges quickly and get real results. We’ll help bring together your data, avoid internal bottlenecks and light a path to improved performance.
