We used Brain, a product developed and operated by InsightOne and Mktmedia AB. The Brain platform takes users and enriches them with both online and offline data sources, in real time. This creates new opportunities for audience management, for publishers and advertisers. A test campaign was conducted with Vardia (insurance company) to evaluate the difference between non-managed and audience-driven advertising. The result speaks for itself.
“The result of a successful segmentation doesn’t only show in campaign results, it also provides a more insightful organization.” says Mattias Andersson, Analytics Manager at 3.
Through the segmentation we helped 3 understand their customers and prospects with an improved customer view and an improved customer concept throughout the organization.
Mobile operator 3 has specialized in 3G and offers both corporate and private customers mobile telephony, mobile broadband and a variety of mobile services.
“RESTAURANT AT HOME”
The campaign’s target audience was developed using a scoring model where previous year’s campaign data was combined with external information to identify what influences an individual choosing to become a customer. The external information complements the customer database with lifestyle-oriented variables such as socioeconomics and demographics, including Mosaic™, to provide an even more descriptive view of the customer and its preferences.
The total number of new customers was 85% higher than the campaign’s initial target, and clearly shows that it pays off to work hard with target audience selection and analysis.
In an initial analysis of the membership work, the SSNC saw, among other things, that some groups orally accepted the membership, but then chose not to pay for it when presented with the opportunity, thus not completing the subscription of their membership. Other members were lost in connection with renewal of the membership between year one and two. On the other hand, there were also other groups who were both loyal in the renewal and positive to offer additional gifts in addition to their membership fee.
In the work towards 200,000 members, InsightOne contributed by first identifying those members who showed both loyalty and willingness to purchase additional gifts. By describing them with the Mosaic ™ lifestyle classification, the SSNC can identify persons with the same characteristic features, so-called “twins”, both inside and outside the existing member base.
Based on these insights, InsightOne also helped provide SSNC with accurate target group selection for the different types of memberships, the different recruitment channels and what time of day the different groups were most likely to be amenable for contacting.
SSNC increased its earnings per person and number of paying members by 17% in the telemarketing channel. The renewal rate between year one and two increased by 10% and the smart selection means that recruitment efforts now target the loyal and profitable members’ twins. Based on the insights, the SSNC has also developed new channels like Face2Face and Door2Door, which provide them with positive results.
SSNC has been Sweden’s most influential environmental organization for decades. Through its efforts to influence politicians, pursue environmental forces and influence legislation, the association is today Sweden’s largest environmental organization with over 220,000 members.
“InsightOne’s analysis has given us important insights into our establishment work,” says Christian Mannerstråle, Nordic Construction and Entrepreneurial Director, SATS.
The training company SATS currently has more than 100 training centers in the Nordic region and grows with approximately 10 new centers per year.
The Swedish Association for Adult Education (SAAE) has been working together with InsightOne for several years to better understand and differentiate communication with its different participant groups.
“By implementing Mosaic™ as a tool for analysis and segmentation, we have been able to be more specific when we buy communication services from, for example, media agencies and ODR distributors.” explains Kenneth Kajander, Business Analyst at the SAAE.
The Mosaic™ lifestyle classifications provide SAAE with a clear picture of their customers based on their socio-demographics, lifestyle, buying behavior and values. With increased understanding of the participants’ driving forces and attitudes, combined with internal information such as course history, SAAE can ensure that the most driving and relevant communication takes place with those who have the best chance of becoming profitable. The Mosaic™ lifestyle classifications also provide SAAE with better conditions for communicating in the channel where each participant group is most susceptible.
In order to make the right decision for the future and continuously improve, Region Skåne regularly invites to a citizen dialogue. With the help of specific interest groups, the region uses views and perspectives from citizens to gain further knowledge for a project or an important change they may be affected by.
For Region Skåne, the Mosaic™ lifestyle classification has provided information that enabled further details in the description of selected interest groups. The 44 unique lifestyles and 14 overall groups that Mosaic™ consist of form the basis of the framework describing interest groups based on both hard and soft variables. In this way, Mosaic™ provides a clearer understanding of the driving forces and behaviors that characterize different groupings, as well as where in the region they live.
The material has, among other things, been presented in map view, so-called “heat maps”, which show which areas have a high concentration of the respective groups. With the help of the maps, Region Skåne has since been able to choose a place for different activities based on the interest groups and the issues most likely relevant to each place. The maps have also been useful for making selection for, for example, telephone processing.
“Mosaic™ Lifestyle Classification has helped us with the knowledge of where several groups that are difficult to reach are concentrated, because reaching these groups is important from a democratic perspective.” – Johan Lidmark, Region Skåne
With more insight into what characterizes different interest groups, Region Skåne continues to listen to its citizens. Thanks to in-depth descriptions and smart selection for direct processing, Region Skåne experiences new opportunities for continuing a constructive citizens dialogue.