No matter what I throw at them and how I throw it, they catch it and they throw it back to me once it's done. They're never late, they never deliver anything below standard and they never fail to hit the mark.
Marketing Manager – Digital Telecommunications
Marketing Manager – Digital Telecommunications
Case Studies - Data Capture
Data capture has been used to gather levels of understanding on a range of issues to good effect. From identifying; the likely demand of new products and services, to ascertaining comfortable price points and distribution channels, or simply the construction of a customer database.
For example:-
- Just ahead of the Nationwide Building Society's takeover of the Portman, Genesis DM captured the responses to a crucial survey in the learning and planning stages. Over 100,000 6pp A4 surveys were mailed, which enquired about the nature of certain types of financial history. The scheme was used to understand which types of investment products their customers preferred for their savings. The promotion used a mixture of barcoded data to gather address details and free text.
- We have designed marketing campaigns for several regional newspapers using up to 250,000 barcodes and free text data to identify redemption rates/prices/distribution channels. The coupons captured the name and address of the redeemer, the date of redemption and the price, as well as gathering data on where an individual was prepared to travel to redeem the coupon. The data was then profiled to appreciate the variations across personal and regional attributes and identify any ambiguities that would impact any decisions.
- The Open University appointed us to capture address details, course interest, and a media code. Using this code we were able to identify which magazines provided the greatest return on investment for each course, maximising the most appropriate advertising channels.
