Data

Customer knowledge is key when effectiveness is your ball game. Customer data management has been a pillar of BBDO since 1993. Our experts offer the knowledge and tools to really understand your target groups. Moreover, we create the complete picture for marketing, sales and content data.

One customer view stimulates an effective business process. Our asset? We’re not ‘data only’ as we are part of BBDO. We get the bigger picture of strategy and communications of your brand. We call it ‘data plus’: exactly what we want to offer you

Our data department in practice
Friesland Campina wanted to increase loyalty to its various brands through personal dialogue. That’s why we needed to store all existing customer data in one database and build a scoring model to identify the most valuable consumers.

BBDO Data created a central customer database and single customer view, storing all customer and response data, including a campaign selection tool. After that we created a customer scoring model based on registration profile data, response and coupon redemption data in order to communicate the right content to the right segments.

The results

• High program satisfaction: 99% would renew membership and 82% would recommend
• High coupon redemption rates: 33% of target group redeems
• Significant increase in basket value and share-of-wallet with target group