A HARTE HANKS CASE STUDY. Fortune 100 retailer deploys signals to drive business

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1 A HARTE HANKS CASE STUDY Fortune 100 retailer deploys signals to drive business

2 Fortune 100 retailer deploys signals to drive business The background A Fortune 100 retailer decided to discontinue tobacco sales to reflect its health-conscious brand values. While the change gave the brand social clout, this retailer now needed to fill a $1.5B gap from lost tobacco sales and lost impulse purchases from tobacco customers. Episodic marketing campaigns based on static data weren t going to cut it. The brand needed a systematic way to identify its best opportunities and provide these individuals with hyper-personalized offers to meet their unique needs and replace lost sales. The challenge To offset declining s and high customer attrition, this retailer was challenged with getting to know its customers better and interacting with them more contextually. However: The brand s data was static and provided insufficient insight into its customer base. While they had plenty of customer data overall, they had little data-driven knowledge of personas, needs, or trigger points. Marketing campaigns were episodic with long timelines to scale, resulting in an inconsistent brand experience with little personalization. The brand offered a loyalty card, but many customers were using multiple cards, making a single view of customer difficult to achieve. The brand had limited built-in learning capability in marketing and sales processes and faced difficulty measuring campaign performance.

3 Fortune 100 retailer deploys signals to drive business The solution With an eye on enhancing loyalty, restoring sustainable growth and improving margins, this retailer deployed Signal Hub by Opera Solutions an end-to-end analytics platform for large enterprises that accelerates the process of extracting intelligence from large volumes of data. Signal Hub helped this retailer to turn their static, raw data into something useable: Descriptive Signals (4000+) that describe individuals and drive predictive signals; Predictive Signals (400+) that predict what individuals and others like them are likely to do in given situations. With descriptive and predictive signals, this retailer can now generate Prescriptive Signals that suggest next best actions. This allows the brand to deconstruct business and marketing problems into modeling problems and implement the best possible solutions. This allows the brand to deconstruct business and marketing problems into modeling problems and implement the best possible solutions. This intelligence provides the retailer value in numerous use cases. For example, in customer experience and retention, the brand can now: Optimize Channels: Protect Loyal Customers: Control Downward Migrators: Increase Engagement: send offers through customer s most responsive channel send open-offers to highest value customers target customers who have decreasing trip frequency with customized offers target messages to improve satisfaction

4 Fortune 100 retailer deploys signals to drive business Business impact With Signal Hub in place, business teams at this retail brand are now able to: Manage customers longitudinally across the lifecycle Use predictive Signals and models to drive business decisions, not guesswork or periodic analyses Scale rapidly to multiple campaigns and use cases at the customer, product, and micro-market levels Use dynamic test and learn system to develop, evaluate, and improve business decisions See clear traceability of marketing spend and customer spend to P&L Signal Hub has also allowed data science teams to achieve: Accelerated ability to develop and implement analytics models Continually enriched data Dynamically applied test and learn system to generate Signals and adjust analytics techniques Vastly expanded throughput The overall impact of Signal Hub on this retailer s bottom line is nothing short of impressive. They have achieved: $150MM+ $20MM+ $20MM+ through personalized offers and longitudinal marketing through identification of additional customers through reduce communications to customers with negative response and margins The brand is on track to close their Aspirational Value Gap in 3-4 years.

5 Fortune 100 retailer deploys signals to drive business About Opera Solutions Opera Solutions provides software, science, and services that help companies scale analytics across the enterprise and achieve profits and growth that would otherwise not be possible. The company serves global leaders in financial services, healthcare, professional services, the public sector, telecom, retail, travel and leisure, and more through its offices in North America, Europe, and Asia. ABOUT HARTE HANKS is a global marketing services firm specializing in multi-channel marketing solutions that connect our clients with their customers in powerful ways. Experts in defining, executing and optimizing the customer journey, offers end-to-end marketing services including consulting, strategic assessment, data, analytics, digital, social, mobile, print, direct mail and contact center. From visionary thinking to tactical execution delivers smarter customer interactions for some of the world s leading brands employees are located in North America, Asia-Pacific, Europe and Latin America. For more information, please contact: contactus@hartehanks.com