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Customer analysis

Providing insights through data

Client:

Ark Wildlife

Client challenge

Through its 30 years of trading the team at Ark Wildlife had developed a strong sense of their typical customer; female, living in rural locations, and likely to be aged over 50.  The marketing strategy was largely based on this consumer profile. With rich, but disparate, datasets across the business, piper were briefed to perform an in-depth analysis into the true customer profiles, and how the behaviours and activity of each profile differs.

Actions we undertook

Datasourcing, cleaning and preparation; the required data sat in a vast array of systems and formats, so the first challenge was to identify, extractand prepare the data for analysis. During this crucial phase, piper ensured that the data was handled in an accurate manner, and stored securely.  

Product review; piper were able to quickly establish the most profitable product lines from the ~1,000 that are currently available.  By categorising these lines into product groups, we were able to bring new insight and perspectives on the shape and structure of the business.  

Geo-demographic profiling; utilising the Customer Salutation and Home Postcode, the piper team were able to build accurate profiles of the gender, age, wealth and cultural background of their customers. By applying sales and revenue filters, the analysis identified specific customer groups which were delivered the greatest profit.

Customer Lifetime value; by reviewing long-term buying patterns, the piper team were able to calculate an average customer lifetime value, for new Ark customers.

Results

Following the delivery of the analysis, piper were commissioned to develop a new data-led marketing strategy. Powered by new insights and perspectives on the business, Ark Wildlife are now making informed decisions on a range of marketing, operational and strategic topics.  

What the client said

We tasked Tim with developing business insights from our customer, sales and financial datasets to inform the marketing strategy for Ark Wildlife.  Within a couple of days, Tim was able to provide a new perspective on our business: focusing on the products we sell, the margins we make, and – most importantly – the profile and activity of our customer base.  These invaluable insights have impacted both our short-term commercial activities, and long-term growth plans.  For any business wanting to get under the skin of their commercial performance, I’d strongly recommend Tim and the Piper team.  

Sean McMenemy, Founder & Managing Director, Ark Wildlife

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