Unlocking the 1st Party Data in a composable environment
Client Situation
One of the largest and most successful travel and insurance firms in the UK recognised a £400 million opportunity to leverage data-driven marketing to increase Lifetime Value throughout their Group by prolonging client retention, increasing the number of active buyers, and increasing products per customer.
They needed assistance in unifying their data, segmenting and orchestrating communication, and enacting a radical change in strategy.
Loop Contribution
Built new LTV & NBA models via utilisation of Data Engineering & Data Science enabling the SCV to be made actionable and enriched with digital data signals.
Designed and supported the build of data & modelling solutions alongside connections from central SCV out to marketing endpoints.
Defined and built out phased delivery plan from MVP into fully owned and operated scale solution driving all the clients Marketing
Supported multiple Marketing teams in understanding the new capabilities, provision of frameworks and support to identify initial activations through to go-live.
Carried out a senior stakeholder management, educating Exec teams in scale of the opportunity, what it requires for success and likely timelines for value realisation.
Client Results
Enabled SCV to be actionable through enriching with digital intent signals and LTV and NBA models.
Training of the Executive team to understand the opportunities to use data to drive performance utilising LTV and NBA strategies
Prototype Recommendation Service in place
Established interconnections between the actionable SCV and marketing execution channels (EM, Web & Paid Media)
Delivery of 15 initial data-driven, customer centric marketing campaigns taking advantage of the new capabilities driving £1m incremental value within 3 months of launch
Extensive documentation (in confluence or similar) and handover to the clients operations teams.
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