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Attribution

Whose sale is it anyway?


Multi-channel marketing attribution isn’t a nice-to-have.   It’s absolutely crucial if you want to know how well your customer marketing is performing across all touchpoints.

But we’re not pretending it’s easy.  If you’ve ever struggled to accurately measure the contribution of a channel, whether it’s Facebook or TV, call centre or word of mouth, we understand.  It’s tough.

But multi-channel attribution is what R-cubed specialises and we’ve developed an approach that tracks the complete customer journey.  It combines digital with offline, at an individual level, to give a complete picture of all your channels.  No exceptions and no channel bias.

In a post GDPR world, attribution has become even more challenging as access to data has tightened.

Read about how we approach multi-channel attribution in our white paper.

If you’re looking for some answers on how you can measure the performance of your channels, why not give us a call?

Attribution R-cubed

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Videos

Real-time Personalisation - Connecting to FastStats


WEBINAR

Connecting Real-time to FastStats


VIDEO

How R-cubed helped Virgin Atlantic with Real-time Personalisation


WEBINAR

Watch the video and see how R-cubed helped P&O Ferries.


CASE STUDY VIDEO

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Data analysis for Costa Coffee Banner

Costa Coffee

Data Analysis for Costa Coffee Logo

THE BUSINESS CHALLENGE


Costa Coffee is the fastest growing coffee shop business in the UK and proud to have been voted the UK’s favourite coffee shop for eight years running* .  Members of the Costa Coffee Club are rewarded for their loyalty with points and enjoy benefits such as free treats and exclusive offers.

With millions of transactions daily, it was clear that the ‘Coffee Club’ data held massive power and even small shifts in loyalty have a massive impact.  Costa Coffee knew that there had to be a faster, more intelligent approach to understanding who to reward and when.

We were asked to help improve customer retention, reduce churn and to maximise the potential of the Coffee Club.

THE APPROACH


The starting point was to bring the data together for the very first time into a unified view.  This view was incredibly extensive and included transaction history, purchased items, location, ‘eating in’ versus ‘takeaway’, club points, redemptions, registrations and store data, email history, plus many other powerful pieces of data.

By going “back in time”, we were able to gain a greater understanding of the ‘Coffee Club’ members and how their data could predict future behaviour, by comparing customer data over the last 3, 6 and 12 months.

The initial analysis revealed the tremendous power of Costa Coffee’s data.  Yes – recency, frequency and value were key drivers of future spend:

  • High spenders are most likely to remain high spenders – regardless of time frame
  • Customers who buy in multiple sites generate more value
  • People who redeem loyalty points go on to spend more
  • Recency is a key driver for future spend

However, we found even more predictive power hiding in the depths of the data, it was these findings that enabled us to develop a fresh modelling approach to predict future customer value with far greater accuracy. The approach identified customers who had the potential to increase their value, as well as those at risk of attrition. It meant we were able to find ‘at risk’ pockets within all of the broad traditional RFV groups, unlocking a more accurate way of targeting by potential –  getting the right rewards to the right customers at the right time.

As is always the way with data, we found some truly fascinating insights along the way that have transformed the understanding of customer behaviour.  For example, we discovered that new customers whose first transaction was before 9am went on to generate the highest value. This was just one of the many powerful data points that would help Costa Coffee to personalise and optimise their reward based communications.

THE RESULTS


Opportunities were mapped and prioritised against each segment. For example, retaining high value customers would have a massive positive impact on results. So in their next campaign, Costa Coffee set about targeting these high value ‘at risk’ customers with early win-back offers including a tailored reward.

The results were simply incredible:-

  • The greater insight into the data combined with a clear marketing communications strategy generated an increase of 40% in incremental spend.
  • Targeting of high value ‘at risk’ customers drove 35% of this campaign’s incremental.
  • The segmentation now forms the bedrock of an ongoing customer-centric strategy that delivers a far greater ROI.

Could your data be hiding extra power too?

If you’d like to talk to us about an easy way of finding out what extra power might be hiding in your customer data – drop us a line and we’d love to talk with you about it…

…Perhaps over a Costa coffee?

* having been awarded “Best Branded Coffee Shop Chain in the UK and Ireland” by Allegra Strategies for eight years running (2010, 2011, 2012, 2013, 2014, 2015, 2016 & 2017).

Data Analysis for Costa Coffee Email

"The greater insight into the data combined with a clear marketing communications strategy generated an increase of 40% in incremental spend"

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David Gray

David Gray


Account Director

David joined us with a wealth of data experience, having worked at both The Times, O2 and also agency side.  He has masses of experience in building and improving great customer journeys for his clients across a range of sectors.

Do you share our passion for data?


Join us!

If you like the sound of what we do and think you have what it takes to make a difference, we’d love to hear from you.

See our current positions here. Or drop us a line at performance@r-cubed.co.uk

Click here to see our data protection policy.

Optimise your customer contact strategies - contact us here to get started


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Owen Jenkins

Owen Jenkins


Account Director

Owen used to be one of our clients, but we worked so well together that he decided to join us instead.  He’s still delivering  great data driven marketing strategies, but now his clients get the credit for it, instead of him.  Oh well.

Do you share our passion for data?


Join us!

If you like the sound of what we do and think you have what it takes to make a difference, we’d love to hear from you.

See our current positions here. Or drop us a line at performance@r-cubed.co.uk

Click here to see our data protection policy.

Optimise your customer contact strategies - contact us here to get started


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Sonia Visana

Sonia Visana


Account Director

Sonia looks after a number of our key clients and has a particular wealth of expertise in the travel and holiday sectors.   She’s fanatically focussed on delivering a great return on investment for her clients, come rain or shine.

Do you share our passion for data?


Join us!

If you like the sound of what we do and think you have what it takes to make a difference, we’d love to hear from you.

See our current positions here. Or drop us a line at performance@r-cubed.co.uk

Click here to see our data protection policy.

Optimise your customer contact strategies - contact us here to get started


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Jo Young

Jo Young R-cubed

Jo Young


Sales and Marketing Director

Jo runs our Sales and Marketing area, winning us new business and making sure our existing clients are getting the best possible service from us.  Armed with a great analytical mind, a Masters in Mathematics from Oxford University and a love of numbers that borders on the obsessive, Jo is always looking for the next new challenge for us to tackle.

Do you share our passion for data?


Join us!

If you like the sound of what we do and think you have what it takes to make a difference, we’d love to hear from you.

See our current positions here. Or drop us a line at performance@r-cubed.co.uk

Click here to see our data protection policy.

Optimise your customer contact strategies - contact us here to get started


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Rob Dunkerton

Rob Dunkerton


Operations Director

Rob is our technology guru.   He takes data sets the size of small planets, puts them into our systems and makes sure every last bit and byte is in the right place at the right time.   There’s not much he doesn’t know about technology, and if there is, it probably isn’t worth knowing.

Do you share our passion for data?


Join us!

If you like the sound of what we do and think you have what it takes to make a difference, we’d love to hear from you.

See our current positions here. Or drop us a line at performance@r-cubed.co.uk

Click here to see our data protection policy.

Optimise your customer contact strategies - contact us here to get started


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Kate Williams

Kate Williams R-cubed

Kate Williams


Client Management Director

Kate heads up our Client Management team and takes great pride in ensuring that all of our clients are being well taken care of.   With a great mind for analysis, and a track record of making millions for our clients, Kate is one of the reasons we win and keep our many happy clients.

Do you share our passion for data?


Join us!

If you like the sound of what we do and think you have what it takes to make a difference, we’d love to hear from you.

See our current positions here. Or drop us a line at performance@r-cubed.co.uk

Click here to see our data protection policy.

Optimise your customer contact strategies - contact us here to get started


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Daniel Guest

Daniel Guest


Managing Director

Daniel heads up R-cubed and is responsible for the day to day running of the business.  It’s his goal to ensuring we’re continually pushing the boundaries of what’s possible in data driven marketing and exceeding our clients’ needs.  Having proven his data credentials both client and agency side, Daniel is passionate about using cutting edge technology to drive real time marketing strategies that make a real difference.

Do you share our passion for data?


Join us!

If you like the sound of what we do and think you have what it takes to make a difference, we’d love to hear from you.

See our current positions here. Or drop us a line at performance@r-cubed.co.uk

Click here to see our data protection policy.

Optimise your customer contact strategies - contact us here to get started