Ginger Black Analytics Letting the data do the talking

What is truly driving my response?

Everybody wants to know how their marketing campaign has performed, we give you the true facts.

Direct Mail has a high cost commitment for post, print and fulfilment. It is therefore vital to identify what is the main driver for customers to make a purchase – ensuring that you reduce waste and increase efficiency for mailings.

Matchback – Who responded from those who were sent a mailing, irrespective if the code was captured at the point of order.

Attribution – What influence did other marketing activity have on the sale and how much of the sale income belongs to one channel over another.

True Variable Costs – Use specific costs such as carriage to calculate campaign profit. Example: Generally your carriage cost may be £5 per order, but this campaign drove sales of smaller items which reduced the carriage cost.

Segment of Customers – Compare results against like-like customers of historic campaigns.

Additional Income – Incorporate upsells as part of the campaign analysis.

Model performance – Model out different scenarios based on results (what if).

Assess tests – Truly understand the impact of promotional & creative tests between one customer segment and another.

Ginger Black Analytics Letting the data do the talking
Ginger Black Analytics Letting the data do the talking