Are you having a digital identity crisis?

Back in the ‘70s, it was de rigour for cool people to be undergoing an identity crisis, and this involved trying to fathom out who the hell one was, why one had been put on the planet in the first place, and what other people would make of one’s extraordinary persona. Roll forward to today and you are more likely to have a digital identity crisis which involves losing one’s user names and passwords, or worse still having someone else steal them.

The very concept of identity has mutated into a set of letters, numbers, and codes by which organisations can recognise us as unique individuals; so much for the soul searching of previous generations.

The recently enacted GDPR tacitly assumes that identity crises have been banished, that organisations and individuals can immediately recognise each other, and that there is never a problem in tying together all the personal information that lies behind different doors, accessed by recognising identifiers like email address, cookie ID, mobile phone number etc.

This clearly is not the case, and for it to change, organisations are going to have to put in place a much more sophisticated process for identity recognition; something that we call a digital passport.

As we frequently change many of our identifiers e.g. get a new mobile phone number, different email, new tablet etc. an organisation needs to maintain a historic record of all means by which we have previously communicated our persona to it. This historic set of identifiers can then give us the best chance of recognising an individual when they appear through one of our many communications channels.

Developing this kind of digital passport is something that we have made a key component in the design of UniFida, our cloud-based single customer view technology.

Are you having a digital identity crisis? Contact us if you’d like to find out more about how we can help your organisation.

UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.

RFM score or propensity score – which wins out when put head to head?

RFM, or ‘recency frequency monetary value’ to give it its full name, has long been the targeting tool of choice for the home shopping industry; so we decided to give it a challenge by building as an alternative a propensity model using exactly the same data set.

An RFM score will describe the overall strength of the relationship between a business and a customer, but the question is whether we can improve on that by building a propensity score targeted at a specific purchase activity or category.

A great advantage of RFM scores is that because they are not proposition specific, they can be used across a wide range of applications; however, if the scale of any actual marketing selection is substantial enough, then the extra resource required to build the propensity score may be justified.

In addition, a propensity model can take into account not only RFM based information, but also things like age, gender and other demographic information that might be available on customers.

 

RFM or propensity score white paper

In this example, we are dealing with data from a home shopping company with over 1m customers, and a large number of merchandise categories. We first used cluster analysis to group the merchandise categories into six high level merchandise groups.

The RFM score was then built on customers buying across all six merchandise groups whereas the propensity model was developed for one specific group. We used those who had purchased from the specific merchandise group in the previous three months as the target variable.

In order to compare the two targeting approaches, we selected deciles within the customer base by each method, and then looked at the proportion of actual buyers that we found within each decile.

Download the RFM or propensity score white paper to find out the results.

UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.

Play on! UniFida CDP signs its first premier league football club

UniFida CDP signs its first premier league football club! We are pleased to announce that a premier league football its using our Single Customer View software.

UniFida allows the club to pool data in one environment, providing technical and non-technical users access to cross channel data and drive their own insights.

Contact us to find out how we can help your company.

UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.

Tottenham Hotspur sign a sixth player!

Tottenham Hotspur sign a sixth player! If Trippier, Alli, N’Jie, Alderweireld, and Wimmer were not enough, last week they signed up for a UniFida trial.

Our real-time single customer view can’t be expected to score goals, but it can keep every individual fan in focus, and provide access to what turns them on.

Tottenham chose to trial UniFida because it’s:

  • Very affordable
  • Updated in near real time
  • Combines web browsing data with ticketing and merchandising
  • Provides continuously updated performance dashboards

To find out more and how UniFida could help you please contact us.

UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.

Global Segmentation Case Study

Hotel chain benchmarks the global market, using global segmentation

The Situation

A global hotel company with close to 10% market share commissioned us to build a market segmentation to support their strategic planning in respect of acquisition and sales of hotels.

The Client’s Business Goals

  • The overall goal was to understand how the distribution of their own hotels compared to the competition by region and city
  • This knowledge was to be more fine-tuned than simple chain or brand name recognition, and was to inform decisions about purchasing or disposing of hotels on a global basis
  • All substantial hotels around the world belonging to brands and chains (around 50,000) were to be individually allocated to a segment so that the capacity and locality of the competition could be studied in any geography

Our solution

  • The client already subscribed to a global hotel database with most of the 50,000 brand and chain hotels being identifiable
  • These were described in the database by a number of attributes including average room rates, location type, size, business and leisure mix, short or long stay etc.
  • We used clustering techniques to build the segmentation, putting hotels of a similar level and type together (whilst making allowances for different pricing levels in different parts of the globe)
  • The output was then transferred to a pivot table enabling the client to filter by location, segment, scale etc. in this way they had access to competition strengths and weaknesses in any part of the globe

Key benefits

  • The main benefit was better information with which to make decisions about acquisition and sales
  • However because of the way the data was held we were able to rank opportunities according to the scale of the opportunity to acquire, or because overcrowding providing recommendations to sell
  • The client was able to move away from comparisons based on brand presence and look more deeply into competition and opportunity based for instance in the number of rooms by level across all chains in relation to the size of the city in question.

 

Contact us if you would like us to help your business.

UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.