Oxfam

Building a better segmentation

Home 5 Case Studies 5 Building a better segmentation

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.

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?

Our Services

Our Services

Customer sergmentation pie chart icon

Customer
Segmentation

Right message, right person, right time

analysis and measurement icon

Analysis & Measurement

Drive your performance through real data insight

Single customer view icon

Single Customer
View

One place, one customer, all the data

marketing-automation-icon

Marketing
Automation

Automate your customer journeys for effort free marketing execution

Marketing Attribution icon

Marketing
Attribution

Accounting for every sale, through every channel

Joined up marketing icon

Joined-up
Marketing

Send the right message to every customer across all channels

Real-time marketing icon

Real-time
Marketing

Personalise your website and real time communications to create a unique customer experience

Faststats and PeopleStage icon

FastStats
& Peoplestage

We're leading providers of FastStats and Peoplestage - powerful tools that will harness the power of your data

Our Services

Customer sergmentation pie chart icon

Customer Segmentation

analysis and measurement icon

Analysis & Measurement

Single customer view icon

Single Customer View

marketing-automation-icon

Marketing Automation

Marketing Attribution icon

Marketing Attribution

Joined up marketing icon

Joined-up Marketing

Real-time marketing icon

Real-time Marketing

Faststats and PeopleStage icon

FastStats & PeopleStage