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DFS

Changing a business from a one size fits all to 1:1

Tags:

  • Customer journey mapping
  • Customer segmentation
  • Data audting
  • Data segmentation/modelling
  • Online analytics analysis

Discipline:

  • Communications
  • Digital

The Challenge

Legacy systems, siloed & unconnected data and an approach to direct customer communications that only existed to support the above the line campaigns.

Approach

We were engaged on a retained basis to overhaul DFS’s entire ecosystem and create a new communications model that was fit for purpose and met the needs and demands of an ever-changing audience.

Following a complete systems and data audit, there was never going to be a ‘silver bullet’ to solve the challenge. Some of the actions we are currently implementing as part of our roadmap include:

 

  • Consulting and migrating from the current ESP to a full marketing automation platform

 

  • Creating an SCV and data lake, mapping the recently completed segmentation onto this

 

  • Mapping the entire customer journey to identify opportunities to influence a better customer experience and commercial returns

 

  • Developing new data models through data science to deliver a 1:1 approach

 

  • Creating communications ‘sprints’ to deliver an immediate impact and allow for ongoing optimisation
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Result

Still waiting.

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