Post on 11-Jan-2017
Giving behaviour a data-driven nudge
INSIGHTFOUNDRY
the
Technology has changed the way we live our lives
We’re ‘always on’ and we take our world
with us
We engage with thousands of pieces of
content every day
We’re generating huge volumes of data All of which helps to
define us, through our behaviours: - what we like- the brands we buy- how we use channels- what we think and feel
What does this mean for today’s brands
right place
right timeright
message
= RELEVANCE
Driving positive behaviour
Holistic view of customers
What they look like• Gender, age, life-stage (kids etc.)• Hobbies and interests, lifestyle• Socio-economic type• Geographic location
What they think and feel• Needs and values• Motivations and barriers• Attitudes and perceptions• Preferences Individual level data enables us to group customers into like-
profiled segmentsWhich in turn means we can create a content strategy for each
segment
• Channel usage• Web engagement • Social engagement• Purchasing behaviour
How they behave
Customer migration & segmentation
Using layered data to put customers into discreet
like-profiled segments
1-2-1 framework and platform
Regular segmented communications + triggered individual messaging
InterventionStrategies
Planning framework
MigrationObjectives
Customer Life-stages
prospects trialists activeaged prospects
lapsed dormant
Marketing and content calendar
Seasonal themes
Tactical and partner campaigns
Brand messaging
1-2-1 always on (behaviour driven)
Segmented Content(regular)
IndividualLevel Content
(triggered)
Slightly more affluent family groups buy infrequently – but spend the most when they buy
The data also tells us that they appear to be much more likely to buy large pizza meals in the middle of the week, specifically Wednesday’s when sales from this group peaks dramatically
Source: Dominos customer database
Data tells us…
More after school clubs happen in the middle of the week in the UK, Wednesday’s being the most popular day
Source: National statistics research
Research tells us…They have busy careers and an equally busy family to manage. Their lives are hectic!The last thing they want to do in the middle of the week is dash back from work, pick the kids up from school clubs, and franticly race home to cook.
Source: Consumer focus groups
Psychology tells us…
Behavioural insights
Infrequent buyers…but they buy a lot of pizza when they do (so they spend a lot), they don’t buy on offer (so they’re profitable)… and there are quite a lot of them (so any small increase in frequency drives a lot of revenue!)
Strategic proposition
We’re here to help you survive the week
Putting it all togetherRegular communications• Propositions and messaging driven by content calendar• Propositions vary based on segment, so different groups get discreetly different messages• Frequency and communication day also based on segment and/or propositionAlways on triggers• Next purchase• Bounce-back offer• Follow up trigger• Lapsing trigger• Birthday trigger• Offer elapse reminder• Thank you message
Segment Behaviour Product/offer Proposition Day
Meals for One
Small /medium pizza with starters
Small pizza with free starters and cookies
FA Cup Final meal deal Friday
Pizza for Two
Large pizza with few starters
Free Box Office movie with Large pizza and drink
Stay in and stay dry with a movie and meal tomorrow
Saturday
Vouchers on the side
1 or 2 pizzas with starters & offers
BOGOF pizza deal with sides and desserts
FA Cup Final meal deal Friday
Family meals Large family / pizza meals, Tues or Weds
Midweek family meal proposition
Midweek rescue service Wednesday
Two free bottles of
CokeWith every third
order where drinks previously
ordered
Two eat for the cost of
one!When 3
purchases made in the past
month
Not seen you for a
whileGet a free starter or
dessert (x days since last order)
Just to say thanks
Free pizza meal for two with
every 3rd order over £20
The commercial case proving incrementality
Set tangible customer migration objectives – which
can be benchmarked and tracked
Measure incremental revenue by ‘ring fencing’ control
groups
In other words, if you do nothing then nothing will happen!
INSIGHTFOUNDRY
the
Thanks for listening