CIM Marketing Excellence Award – Best Use of data and Insight!

We are delighted that REaD Group were shortlisted for the CIM Marketing Excellence Award for Best Use of Data and Insight with Titan Travel!

 

This nomination recognised the intelligent use of REaD Group data to deliver compelling insight, resulting in an improved customer experience and communication strategy. Through expert analysis, demonstrating how insightful strategies result in brand success and delivering an ongoing competitive advantage for Titan Travel.

The Brief!

Titan Travel reached out to REaD Group to explore the use of multi-channel campaigns using direct mail and email targeting. As a company that pride themselves on offering unbeatable value and quality they needed a partner that reciprocated those values and outlooks. We were given the brief to create a re-newed focus on customer acquistion and targeting, and this is what we did…

The Solution!

By taking Titan’s data and running detailed profiles we gained  invaluable insight in to the demographics, behavioural traits and personas of their customer base. Once the macro segmentation was in place, REaD used Titan’s transactional and engagement data to drill down and create micro segments which enabled customised strategies, increased personalisation and relevancy – targeting and engaging their customers with confidence and accuracy at the highest standard.

“REaD Group have supported us with look-a-like prospects based on our customer demographic and we’ve had overwhelming success, which is why this continues to form part of our on-going strategy The data is continually improved by overlaying and prospects that book with us to ensure that the output is even more targeted each time”

– Tom Adams. Senior Marketing Executive – Customer Acquisition. 

The Outcome!

The project gave Titan the ability to create a market segmentation which provided a much clearer view of the UK travel market to assess market share, areas for growth and possible areas to avoid. The dramatic change in acquisition strategy, driven by REaD data and insight, utilising addressed mail as the primary channel, enabled Titan to achieve some truly spectacular and unprecedented results.

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