We are delighted that our data and insight work on The Big SHIFT project – with our fantastic charity client, Marie Curie – has now also been recognised in the 2020 DataIQ Awards shortlist for the Transformation with Data category.
With two awards under its belt already, the Big SHIFT aka Services & Hospices Impacting Fundraising Teams represents a powerful data and insight project that is unique, collaborative and genuinely transformative.
The outcomes of the insight provided have fundamentally shifted assumptions within the charity and enabled greater collaboration between different teams and more informed decisions.
“We believe the Big SHIFT is the most robust and detailed insight project ever carried out by Marie Curie’s Fundraising division. Not only do we better understand the main drivers of fundraising, but we also have the capability to apply this understanding operationally at a local level.”
Executive Director of Fundraising and Engagement, Meredith Niles, Marie Curie
The awards ceremony is being held as an online event on 30th September.
Part of Rare Consulting’s COVID-19 Emerging Trends Series and with contribution from REaD Group’s Customer Engagement Director, Scott Logie, Grey Expectations: How Brands can Create Sustainable Growth with Consumers Aged 55+ explores why businesses need to get serious about targeting the older generations – particularly online, where many have shopped during the pandemic and now intend to stay.
This means showing more empathy of what marks them out as being different to other age groups; recognising their needs and desires; and understanding their choice drivers. Our findings have implications not just on how we communicate to them but also how we build services that create long-term value for brands and consumers.
“The industry talks about over-55s as being one group. But to treat 17 million people in the same way is madness. Segment and research them as a non-homogenous group of people.“There will need to be some experimentation with customer engagement and experience for this age group, depending on your product type. One of the things they still crave is human experiences. A challenge for retail and e-commerce is to humanise engagement. If they want to chat, they want to chat to a person, about price and options. You can’t yet do that with an automated chat function.”
Scott Logie Customer Engagement Director, REaD Group
Find out how empathy, engagement and customer experience are the keys to marketing to the over-55s
Keeping your data clean and accurate has never been more important for your business. Removing deceased contacts and gone-aways is the right thing to do to to adhere to legislation and responsible marketing practices. Ensuring data is accurate will also improve campaign targeting, reduce costs and increase ROI. And it has never been easier to achieve and maintain.
Here are just 10 good reasons to make data quality a priority in your business!
Your data is decaying at a faster rate than ever before – bad data is bad news for your business decisions, marketing campaigns and brand!
You MUST remove deceased contacts to avoid unnecessary distress to relatives and associated brand damage caused by continuing to contact deceased individuals.
It’s the law to keep your customer and prospect data clean and accurate! GDPR Article 5.1 (d) specifies explicitly that data must be kept “accurate and, where necessary, kept up to date”.
Clean, accurate and good quality data means better, more informed decisions and more targeted campaigns.
Good quality data is proven to improve campaign performance.
Reduce campaign costs and improve delivery rate by removing inaccurate data.
Improve campaign ROI by only sending campaigns that are accurately addressed and delivered to the right individual.
Protect your brand from the reputational damage caused by sending incorrectly addressed mail and mailing goneaways.
Improved customer perception and brand experience. Consumers expect their data to be accurate and managed responsibly and compliantly.
It has never been easier to manage your data responsibly and maintain a high standards for accuracy and compliance. With a choice of providers and a range of services available to suit any requirements and frequency – managed, self-service, automated, integrated via API for real-time screening – there really is no excuse not to keep you data clean, compliant and ready for action!
By Scott Logie
One of the outcomes of the Covid-19 pandemic and daily reporting of related stats is that we have probably all become quite a bit better acquainted with data. At the very least I’m pretty sure that almost everyone understands what the ‘R rate’ is.
Given that all this data is available, it is a surprise then that few organisations seems to be using this data in a marketing context. Now, more than ever, tailored, sensitive and responsible marketing communications are crucial. And the point is that we have the data available to drive it. Despite this, examples of organisations who are doing so seem to be few and far between.
For good example of how data can be a powerful driver for impactful decision-making – take what has happened in Leicester in the last week.
As has been widely reported, Leicester is the first city in the UK to have their lockdown status increased. This situation could potentially have been avoided had the data been available so that local authorities could have sent out early warnings to help to minimised the chances of infection and lockdown. Having the right data to hand allows one to be reactive to an ever-changing situation and to make better decisions.
The world has changed dramatically – with less face-to-face contact and a corresponding increase in digital services – at the same time many individuals are newly suffering from financial difficulties. More than ever, brands need to be targeting different audiences according to their different needs, and the data exists to help them do just that.
Research from Kantar shows that only 8% of consumers think brands need to stop advertising during the COVID-19 outbreak, but their expectations of how a brand should be helping them are huge: 78% believe brands should help them in their daily lives; 75% said brands should inform people of what they are doing and 74% said companies should not exploit the situation.
We’ve talk often about the power of direct mail to reach people at home. Mail reaches everyone, engenders trust and gives reassurance, has a tangible impact, drives interaction and gets people online – there is plenty of research and stats from the Royal Mail to back this up.
Direct mail should never be a ‘one size fits all’ approach. As with all communication, it should be tailored differently to different audiences – especially those who are vulnerable audiences, the recently unemployed, the furloughed and the self-employed. Each of these audiences has very different needs, and brands must be aware of these. And identifying these is now very easy, thanks to data!
Since April 2020, REaD Group data partner More Metrics has made available datasets that estimate COVID-19 risk factors and infection rates across the UK at a neighbourhood level. These datasets contain 20 different measures of risk at a range of local geographies, using open source and GDPR-compliant data from REaD Group.
Not only can this data give you a greater insight into your customer base at local and national level, enabling you to maximise marketing and sales opportunities and operational efficiencies, but as you prepare to come out of lockdown, you can now add to this the fundamental requirement of customer and staff safety: in other words, how to open and operate safely within a COVID-19 world.
This data is free to use for a range of geographical areas including Parliamentary Constituency, Ward and CCG. If more granular data is required, the data is available at Postcode and attached to over 50m individual consented consumers.
Find out how REaD Group can help you to apply this data to make sensible, sensitive decisions and inform your marketing strategy, supporting data-driven decisions and responsible marketing. Get in touch today!
Scott Logie is customer engagement director at REaD Group.
While perusing Twitter a couple of weeks ago, I came across a tweet that caught my eye. No, not another amusing clip of dog chasing its tail or a cat in a hat but a note from a women who had just received a letter addresses to her husband. The letter was to advise him that, as he had been identified as being in a vulnerable category – due to an underlying condition – he should self-isolate to protect himself from Covid-19.
Why is that worthy of a post on Twitter you may ask? Well, it turns out her husband had sadly passed away 4 years ago – yes FOUR YEARS AGO! From the tone of the Tweet it sounded like she didn’t know whether to cry or laugh but ultimately, she was left with a negative impression of the sender – as would anyone in a similar situation or just reading the tweet.
This is a shocking example of bad data management having a very real impact on an individual. Clearly, the potential for causing unnecessary distress is huge – and I suspect this experience is being replicated in thousands of households across the UK. For many, sadly the loss will be a lot more recent than four years ago – and as a direct result of the Covid-19 pandemic. With even more potential for causing pain and creating the worst impression!
And it is not just local authorities who could be inadvertently sending out communications to deceased individuals. Retail, financial service and utility providers and not-for-profits are also sending out communications to deceased individuals via mail and email. Everything from mail order catalogues, special offers, subscriptions, charity appeals to travel brochures and other well-meaning communications. These are, naturally, being received, opened and read by relatives and loved ones. A formula for distress and bad press.
Of course, any distress and damage is unintentional – as you would assume that no businesses would knowingly send communications to a deceased individual. Here lies the biggest frustration of this scenario – it is very easily avoided if the right data management practices are in place.
It may not be the sexiest aspect of data – but data cleansing should categorically be a fundamental aspect of data management practices for all government bodies, businesses and not-for-profits.
With a choice of different providers and a range of services available to suit any requirements and frequency – managed, self-service, automated, integrated via API for real-time screening – there really is no excuse to be contacting deceased individuals!
Don’t be the cause of unnecessary distress and protect your reputation by implementing a regular deceased screening service ASAP. Especially given the current circumstances – why risk it?
By Jon Cano-Lopez, CEO, REaD Group
Looking after staff health and wellbeing during the current global pandemic is something that we have sought to manage from the outset. People are at the heart of everything we do at REaD, especially our people. Our internal motto is “Inspiring People” and we are striving to maintain that throughout lockdown.
We shifted to a home working environment a week before the lockdown began, and everyone has adjusted really well, despite the unfortunate circumstances in which we all find ourselves. We have found some definite positives in our new working environment. Our Microsoft Teams video calls are much more sociable than a usual business meeting: and this applies not only to calls with colleagues but also with clients, suppliers and partners.
All line managers are obligated to contact their furloughed staff every week on the medium of their choice: we try to encourage this is carried out face-to-face if possible. For those not working, we have continued to support professional development both financially and through study time, and we are encouraging them to take up online learning. There are prizes on offer for this too!
Communication and transparency have always been at the heart of what we do. We’ve continued our monthly update meetings, which are now carried out via Teams. We have maintained our usual pre-lockdown Friday afternoon social gathering but now we do it on Teams (drinks are optional), and there’s a quiz or talent contest, which staff are volunteering to run. We have also instigated an internal weekly newsletter, which emphasises the social and fun elements of what REaD is all about. It has recipes, gardening advice, tips on which TV programmes to watch, workout recommendations, book club and more… there’s something for everyone and many of the team are contributing.
We are passionate about supporting mental wellbeing, and for the second year running, we are proud to be supporting the Campaign Against Living Miserably (CALM), a movement against male suicide, the single biggest killer of men under 45 in the UK (find out more their life-changing, life-services here). We have continued to support them throughout lockdown with our first ever REaD Group talent show taking place this afternoon – with all proceeds going to CALM.
We are continuing to maintain close communication with everyone, keeping them apprised of good news and client wins, but to also just get together and have a giggle. We are all affected by the current situation: what’s important is that we don’t feel like we’re alone in it.
To support CALM with their crucial work please go to our JustGiving page.
Its Mental Health Awareness Week – and given all the anxiety, stress and grief triggered by the Covid-19 pandemic we want to highlight the crucial work being done by the great team at CALM – our chosen charity for a second year.
The Campaign Against Living Miserably (CALM) is leading a movement against male suicide, the single biggest killer of men under 45 in the UK. CALM is an all-encompassing charity, and any money raised goes to help fund their life-changing, life-saving services:
- Providing frontline services for men, including a free and confidential helpline and webchat
- Promoting cultural and societal change, enabling conversations and encouraging everyone to speak out about their mental health experiences
- Campaigning for better understanding of the causes of suicide and its prevention.
REaD Group are proud to be supporting CALM in 2020 by taking part in events both big and small throughout the year. From Random Acts of Kindness Day, office baking extravaganzas, quiz nights and our more epic and gruelling sporting challenges – bring it on!
One of the interesting – and worrying pieces – of feedback we have been getting here at REaD Group during the Covid-19 crisis is around use of data hygiene products. As more and more businesses move on-line to reach and engage their customers, there seems to be a feeling that this removes the reason to clean the customer base.
The logic seems to be that if there is no mailing planned, and therefore nothing physical going to the address, then there is no need to ensure the person is still at that address, hasn’t moved or passed away. We have had this feedback from a university, a major retailer and a smaller charity.
I’m sorry, but I have some news for you – this isn’t a choice, it is the law!
Under section 5.1 (d) of GDPR, copied for interest below, the guidance is to ensure you keep any names and addresses you hold up to date. And not just because you might want to mail them or send something to them.
But don’t take our word for it, check with your compliance team.
Of course, there is a reason for this and it is about consumer trust. If I share personal details with you, I expect you to keep that information up to date. It is the least you can do really. As a consumer, I will try to share with you information on when my circumstances change but sometimes I will forget. So, using available tools to do so makes sense.
And that trust manifests itself in many ways, I will buy more from the brands I trust, that I believe are doing the right thing, that treat me in the right way.
Talking of brand, there is another side to this. One that is sadly very relevant right now and that is that some of your customers will have passed away. If you do not put measures in place to ensure you are screening your data to identify deceased contacts, could cause serious distress and brand damage. At REaD Group, we feel this is so important that we have created The Bereavement Register (TBR) Daily. TBR Daily allows you to match your data against the deaths that have been registered the day before to keep your data as up to date as possible.
So next time you find yourself thinking that you don’t need to clean the data that you hold – because you are currently not mailing – please think again! For your benefit and for the end consumer.
Relevant statement in the GDPR Article 5.1 (d):
Personal data shall be;
(d) accurate and, where necessary, kept up to date; every reasonable step must be taken to ensure that personal data that are inaccurate, having regard to the purposes for which they are processed, are erased or rectified without delay (‘accuracy’);
REaD Group acquires UKChanges assets to create the perfect blend of market leading technology and data
REaD Group have acquired UKChanges’ key assets, including their market-leading data management platforms from its administrator.
Due to difficult market conditions exacerbated by the Covid-19 crisis, data specialists UK Changes was forced to go into administration in April. Having reached agreement with the administrators, we have taken over ownership and management of UK Changes’ assets, including its data management platforms, ukc>online and ukc>connect.
Taking ownership of these key assets enables us to combine UKChanges’ technical platforms with its leading data products to create the perfect blend of market leading technology and data.
The platforms will be incorporated into our product portfolio with immediate effect, and REaD’s experienced Operations and Account Management teams are working hard to ensure a smooth transition for current users of the products and delivering the high-quality service levels that REaD prides itself on.
We are, of course, saddened by the liquidation of UKChanges, however, the opportunity to acquire these technically excellent platforms could not be overlooked. The combination of these first-class platforms and REaD’s unparalleled data and seamless API connectivity creates a unique offering for UK businesses and marketers.
Naturally, our immediate priority is to ensure a smooth and seamless transition for users as we incorporate the new technology. The acquisition accelerates our development plans to provide seamless access to our broadening portfolio of assets giving both our existing and new customers greater choice and capability with which to deliver their campaigns.
This is an exciting development for REaD so more news and updates will follow over the coming weeks.
Using open source data, More Metrics has created a bespoke set of data models that explore the impact of COVID-19 on the UK population. These models can help brands ensure they are targeting their marketing messages, optimising contact with customers and increasing ROI. Data used to create these models is publicly available – ideal for the current situation.
More Metrics has used existing and new datasets to create 14 risk measurements relevant to COVID-19, including Age and Household Composition: Mortality and Co-Morbidity; Economic Resilience; Risk Engagement and Infection Rates.
These bespoke models can be used for:
- Screening to deselect vulnerable consumers for campaigns
- Attaching codes to inbound contact data to understand the consumer they are talking to
- Adding the data to models to ensure these factors are considered when selecting consumers for campaigns
The data is available at a range of different geographic levels: the application of each is dependent on usage. At the lowest level the models are created at OA (Output Area) level and can be attached to any individual or household with a postcode: the recommended level for most marketing applications.
REaD Group can advise marketers on how to best apply the models to make sensitive decisions and inform their marketing strategy, supporting data-driven decisions and responsible marketing.