Work

Our Client

ATS Euromaster has over 340 centres providing replacement tyres, brakes, and vehicle maintenance services across the UK.

As a key provider of parts and service to truck, car and van fleets across Europe, and with more than 2,800 mobile services vehicles on the road, ATS Euromaster’s list of credentials and experience in the marketplace is impressive.

 

The Challenge

The business knew that they needed to further explore relationship opportunities with the many customers who visited their centres. They recognised they held a rich source of customer information, representing potential sales opportunities that were not being maximised.

Unsure of how best to approach the challenge, ATS Euromaster commissioned TwentyCi, to create a value added solution, utilising our life stage intelligence.

 

The Trigger and Predictive Marketing Solution

Using TwentyCi’s contextual customer data analysis, ATS Euromaster was able to generate unique insights for the customers who visited their centres.

On visiting an ATS Euromaster Centre, a vehicle “Mastercheck” captures the condition and life-stage of a number of the customer’s car components.

Using a predictive model developed by TwentyCi, ATS Euromaster was able to add value to its existing “Mastercheck” product by anticipating customer requirements based on a range of key factors including: –

  • Vehicle make, model & age
  • Annual mileage & driving style

The attributes gathered during each vehicle “Mastercheck” were then used to power a marketing programme to highlight the exact customer requirements, i.e. tyre replacement, brake pad renewal or general car maintenance. This advice and the corresponding alerts were delivered by email and direct mail, based on individual customer preferences. Further rules were built to ensure customers did not receive ‘over-marketing’, preventing the risk of turning the customer off from ATS Euromaster and its messages.

This end-to-end solution had a very positive effect for ATS Euromaster, positioning its centres as a leading source of insight and in turn, bringing greater sales opportunity.

 

The Results

Each customer was well-informed about the level of knowledge and subsequently more personalised service they received from ATS Euromaster. This led to stronger brand loyalty for ATS Euromaster, and ultimately a much improved customer experience.

We have continued this work with ATS Euromaster. The email programme consistently delivers open rates of up to 40%, compared to the average benchmark of 25%. Overall, the whole Mastercheck marketing programme delivers exceptional levels of incremental revenue and repeat business.

 

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Project Summary

One of the UK’s leading residential property developers constructs approximately 4,000 new homes per year across 140 developments. The challenge was to build their brand awareness amongst potential buyers on a national level with the aim of driving footfall to both their website and developments.

 

Solution

As lifestage trigger experts, TwentyCi applied their unique understanding of the home mover lifestage to map all of their developments and identify potential home movers within a ten-mile radius. Data was then selected from TwentyCi’s exclusive Homemover Prospect Data – the largest and most comprehensive pre and post home mover data set available in the UK.
TwentyCi’s extensive experience in email marketing also enabled the development of a comprehensive email strategy for maximum response. Exceptionally targeted with a high propensity to convert, TwentyCi connected the client with both potential First Time Buyers and individuals who had recently expressed an interest in selling their current home. In addition, TwentyCi provided the opportunity to enhance the targeting approach through overlaying the seller’s current home property price and matching it to similar properties sold at their developments.

 

Results

The overall approach produced a streamlined and targeted campaign, enabling the client to effectively promote their brand to potential movers, whilst ensuring that they were only communicating with those individuals most likely to engage.
The location mapping and email campaign were exceptionally successful and delivered:

  • Increased brand awareness and prospect engagement
  • Email open rates of over 17% and an additional 19% of those individuals clicking through to the client’s website.
  • Website traffic in excess of 17,000 users
  • Exceptional return on investment with cost per open of just £0.14p and cost per click of £0.67.

 

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Project Summary

In 2009, Heinz, one of the world’s leading marketer of branded foods, launched their online UK Baby Club designed to support expectant and new mums throughout the first year of a child’s development. Consumers were invited to register to receive monthly emails, mail packs with free samples, money-off vouchers and feeding guides, as well as nutritional information, recipes and advice from Heinz experts.

Having worked with TwentyCi previously, Heinz re-engaged TwentyCi to develop an email and campaign management solution for registered consumers.

 

Solution

TwentyCi developed a marketing database integrating analytical, campaign management and email communication software. The solution enabled Heinz to fully maximise engagement with their customers with targeted, relevant email communications, as well as tracking and analysing all responses and activity throughout the programme.

 

Outcome & Results

The Baby Club is an enormous success achieving:

  • Email engagement exceeding industry benchmarks at 40% open rate & 60% click rates
  • Above average coupon redemption, resulting in high levels of product trials

Following the success of the Baby Club, TwentyCi have been tasked with using their framework methodology to drive relevant engagement across the wider Heinz portfolio, including Heinz Tomato Ketchup and Heinz HP Sauce.

 

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Research shows that people moving home are three times more likely to buy a new bed, while they also spend up to 50% more on homeware. So when one of the UK’s leading bed retailers challenged us to create a campaign targeting this group, we got to work.

 

Creating the campaign

Using our unique Trigger Wave Methodology, we identified consumers in the home mover lifestage most likely to be in the market for a new bed, using a test and learn programme to confirm the correlation.

From first-time buyers to downsizing retirees, we recognised that the term home mover can be defined in many different ways. We therefore initially created 12 separate customer segments to help establish appropriate lifestage triggers that determine the home move.

Timing was everything too, so we explored the optimum time to get in touch. Too early and furniture would be the furthest thing from their minds, too late and they might already have gone elsewhere.

Finally, working alongside our creative, technology and strategic partners, we produced every element of the campaign from design and build to analysis and reporting.

Over the course of 16 weeks, both email and DM campaigns were carefully tracked and weekly reports allowed for ongoing optimisation.

 

Outstanding results

The trial was a phenomenal success, delivering an ROI of £16:£1 on sales revenue attributed on an 8-week period.

62 customer segments were identified, and the client now uses DM, email and SMS to send highly engaging, hugely successful marketing campaigns.

As well as automatic optimisation, we review the programme every month to spot new opportunities, while ongoing testing covers everything from new data sets to creative updates.

 

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Project Summary

The Financial Times is one of the world’s leading business news and information organisations, recognised internationally for its authority, integrity and accuracy.

In need of developing a single point of reference for the financial reporting and management of online subscriptions, the Financial Times recognised TwentyCi’s expertise in designing customer centric data warehouse solutions. Consequently TwentyCi was tasked with replacing the Financial Time’s in-house Oracle Database reporting system.

 

Solution

TwentyCi worked closely with stakeholders from both sides of the business to replicate the Oracle system and capture the required improvements.

SQL, Oracle, Project Management, Reporting Services, SSIS Datawarehousing were all utilised to develop the FT Repmart – a single portal with financial reporting of all world-wide Financial Times subscribers.

 

Outcome & Results

A joint TwentyCi/Financial Times project team was key to the success of the project, aiding change management and smooth integration.

The benefits to the client were significant but notably FT Repmart’s ability to provide a full suite of reports accessed weekly by the FT Board has proved most valuable. Today, FT Repmart manages:

  • 3 million global subscribers
  • 1000+ new subscribers per week and helps generate annual revenues in excess of £7.7m

 

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