Nisbets and Euler

Nisbets marketing review led to the identification of considerable opportunity for future success. These included the creation of insight and a test and learn culture, to increase commercial effectiveness by measuring and understanding return on investment (ROI), to improve customer segmentation that measures potential (not just current revenue), to differentiate the marketing spend based on value and potential and to realign the marketing budget across the customer lifecycle.

A task force was created to look at how to efficiently use marketing budgets to drive effectiveness and return. A primary objective was to deliver a new insightful approach which can be used across the business. The task force identified 3 building blocks to meet the objectives. These were: potentiality segmentation to decide how much marketing to invest in each customer, tribes to describe what products customers need and personas to provide the marketing content. Qbase developed the Potentiality Segmentation and Tribes using FastStats, which created data persona’s which were then further enhanced with qualitative research. Clustering tools were used to combine frequency of orders, recency of orders and the value of orders into a single measure. Qbase also used FastStats decision trees, PWE to build models to understand prospects, lapsed and multi-buyers. PeopleStage was used to automate live multi-channel campaign journeys, through a seamless integration with Nisbett's ESP.

As a result of this work the business now has a test and learn culture. Nisbets have tested which segments perform better based on what catalogue is received and how frequently they receive it, and are now testing the content of the catalogue as well. Nisbets has increased its commercial effectiveness by measuring and understanding return on investment (ROI) and a new department has been created to develop journeys for each of the segments, creating new KPIs and reports to monitor performance. Nisbets is also more customer centric using persona’s and tribes to ensure that the right content and the right product gets to the right customers. Nisbets are planning their 2020 mailing plan using potentiality segmentation.