Diageo – How to measure digital marketing
The Business Challenge
A deeper understanding of supporters and their changing relationship with the organisation was needed to break out of ‘supporter type’ silos.
This involved recognising and grouping supporters in way that could be understood and exploited by all staff and partners. R-cubed’s role was to develop a bespoke supporter segmentation that allowed Oxfam to tailor messages, plan fundraising activities and ultimately strengthen and grow the long term loyalty of their supporter.
“The initial stage alone resulted in several ‘quick wins’, such as optimised ‘regular gift’ communications and a tighter prospect on audience selection. These opportunities alone represented a predicted uplift of over 20%.”
The Approach
Instead of using a generic off the shelf classification tool, R-cubed tested Oxfam’s internal data to create a consolidated view of supporter journeys’ across all fundraising activity.
The team also engaged in stakeholder workshops for insight and perspective, R-cubed then fused Oxfam’s data with a lifestyle dataset that included identifications such as household type, newspaper readership and social media use.
Being impartial R-cubed were able to test and evaluate the most powerful segmentation solutions and then create one that ‘best fit’ with Oxfam’s needs.
The Results
The initial stage alone resulted in several ‘quick wins’, such as optimised ‘regular gift’ communications and a tighter prospect on audience selection. These opportunities alone represented a predicted uplift of over 20%.
As well as a more refined understanding of supporter lifestyle, journey and relationship to the charity, the project also enhanced targeting potential by developing individual and household level views.
Increased efficiencies delivered across all channels have led to new strategies and optimised usage of Oxfam’s owned media for more cost effective communication.
Do you need to turbo-charge your customer segmentation?
“Their unwavering focus is on making money from data. I am happy to recommend them, or indeed answer any questions regarding their capabilities.”
“By understanding who was actually being influenced by the catalogues and who wasn’t, we reduced our costs by up to 10%.”
“I must say that I have never enjoyed working as much with a third party as I have with R-cubed. You guys are a true partner and extensions of the CRM team – not just on paper and in words.”
