J AY W I N G . C O M
Almanac
Joining the dots between
individual online and offline
customer journeys
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J AY W I N G . C O M
A L M A N AC P RO D U CT B RO C H U R E
Then and now
Meet Almanac
The inability to join together data from different sources
has long been a frustration for many marketers. Without
the ability to identify online customers, we are missing
out on a large pot of insight as we can’t connect activities
across online and offline channels to create a single
customer view.
Almanac is an advanced marketing tool that enables you
to identify online customers and track their interactions
and journeys across channels.
Stepping beyond the standard web reporting of products like Google Analytics,
with the help of advanced marketing tools like Almanac, organisations are now
able to unlock granular, individual-level insight to help them understand customer
behaviour and to optimise marketing spend.
By recording individuals’ website and app visits and linking this with the
data from known contacts from your email and CRM systems, you can
achieve a more comprehensive view of customer and prospect engagements.
This rich new source of individual level data will help you to create
a single customer view, improve the customer experience and improve
marketing effectiveness
With greater insight, you can answer questions like:
• Which online and offline marketing activities drive interactions?
• Which customers are highly engaged and high value?
• Is there a point at which the customer journey falls down?
• Identify individual customer and
prospect journeys across devices
and channels (going back as far
as five years ago)
• Highlight areas in the customer
journey that could be improved
(e.g. looking in to reasons for
basket abandonment)
• Link online interactions with
offline engagements and CRM
data to create a single and more
comprehensive customer view
• Deliver more personalised
communications (e.g. tailored
display ads)
• Gain an individual level view
of attribution
• Understand where marketing
spend is more effective
(reducing or increasing spend
in the channels that resonate
and deliver most value)
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• Improve reporting and general
customer MI to inform the board
• And can even help to predict
customers’ next steps
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J AY W I N G . C O M
How does it work?
A L M A N AC P RO D U CT B RO C H U R E
Almanac to
the rescue
Meet Steve
As soon as Almanac captures Steve’s data,
it will start to track him.
Steve is one of your customers. Along with the rest of your customers,
Steve will find his own way to your brand. It could be through social media,
an email, a banner ad, something in the press, on the TV… The list goes on.
It would be easy to lose Steve in a crowd of people. A personalised experience,
tailored to Steve’s individual journey, would make things better for him. But that
can be a challenge when Steve is drowning in other people’s data.
You’ll know when he visits your site. You’ll see what
he’s searched for, how he’s interacted with your
content, and what device he’s viewing it on.
2011
Follow this link to see how Almanac can
improve Steve’s journey http://bit.ly/2jnHDXo
2016
You can even go back in time, seeing all of Steve’s
interactions for the past five years.
With this information in your armoury, you can tailor
your marketing to suit Steve’s needs. Personalised
messaging, displayed on the right channels, made
to fit the right device.
This makes things much better for Steve… and can
make it better for all other customers too.
And by focussing spend on the channels that
matter to them, you can save money.
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J AY W I N G . C O M
Simple 5
step set-up
A L M A N AC P RO D U CT B RO C H U R E
How does Almanac
power data-driven
marketing?
1 . Get you set-up
Create a single customer view (SCV)
In less than 5 days and with no need for additional
IT support, the Almanac script can be embedded
on your website ready to capture insight straightaway.
Create a more comprehensive SCV of individual customer activity,
across channels:
• You can include structured and unstructured data, and online and offline
data together in one place
• It is fully customisable to the data you are interested in
2 . Capture the data
We recommend leaving the script running on your site
for a few months. During this time period, we can
capture an ample amount of data for analysis and
can tweak the script to capture more data.
3 . Provide you with an insight report
After a few months of capturing data, we analyse it
and create a report based on our key findings. We often
arrange a meeting to discuss these with you face-to-face.
• You can include data from lots of different sources and systems, from contact
centre interactions to Twitter data, layering up your customer history
• Data can be collected and stored for up to five years (unlike some products
that limit you to up to 30 days) - giving you a far richer relationship history
to inform the content you serve and how well your marketing performs
• Link together previously unknown and anonymous data to known profiles,
by understanding the link between logon credentials (e.g. an email address)
and the cookies generated on the customer’s devices
Improve marketing effectiveness
With a rich data history at an individual level you can manage your
budget better by:
4 . Continue to provide you with data
Almanac continues to run on your site capturing juicy new
raw data. This is available for you to extract, append to your
existing customer data and then analyse.
• Allocating PPC and display budgets based on deep customer insight and
the precise path to what resulted in a click - including which terms, and
which ads had already been served
• Test messaging to deliver better CRO through understanding the exact
customer journey of clicks and miss-clicks
• Build a granular picture of customer value through understanding how much
you spend serving content to customers and which of these channels delivers
revenue and profit
5 . Further support
To help you unlock insight and value from your raw
data, similar to with the insight report, you may wish
to use our consultancy services.
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• Understanding exactly which combination of marketing messages, timing
and channels led to sales, vastly improving attribution modelling to allow
you to optimise your budget and your strategy. The more data you add
to Almanac, the more accurate you can be
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J AY W I N G . C O M
A L M A N AC P RO D U CT B RO C H U R E
How does Almanac
power data-driven
marketing? (Cont’d)
Case studies
Improve the customer experience
The benefits of Almanac are endless and will be unique
to each organisation – whether it’s making more informed
business decisions, allocating and optimising spend
across the right channels or proving value internally
to gain a greater presence at board level.
Your marketing becomes a beautiful, elegant and well-oiled machine that
delivers an exceptionally smooth customer experience:
• For display advertising and retargeting, you can deliver personalised messaging
or pricing, allowing you to provide a more relevant customer journey
• For web content, you can create a considerably more personal online
experience for returning visitors or existing customers by delivering
ultra-targeted messages
• In email, you can create messaging with pinpoint accuracy, timed according
to the stage of the customer journey for that specific individual
• For PPC, you can understand more about which search terms and ads worked,
by tracking through to browsing and buying behaviour
• And all of this is based on what you know at that exact point in time, including
what they bought, what you sent yesterday or served 30 seconds ago
See how your peers have benefited...
Connecting online and offline customer journeys enabled leading retailer
to save £000’s each month
Then
Now
With an already strong brand and
e-commerce presence, this leading
retailer aimed to ensure its customers
had a consistently good experience
across online and offline channels,
and it had a hunch that it could
better optimise its marketing spend
by uncovering some insight into
its customers’ journeys.
Using Almanac, it discovered some
interesting insight that enabled
it to better tailor communications
and address causes for basket
abandonment, whilst also highlighting
where marketing spend can be better
optimised. It also provided the retailer
with new insight to re-focus targeting
on genuine prospects and improve
PPC strategies.
How the right data helped major automotive group to drive customer action
Then
To deliver even better customer
service, this leading car retailer
wanted to take its understanding
of customer behaviour to the
next level.
Now
One standout example is where
Almanac was able to identify
financially stressed individuals
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which the retailer could remove
from PPC buying and retargeting –
so it wasn’t encouraging individuals
to put themselves under financial
stress, whilst saving the high costs
associated with test drives.
With more layers of insight, it now
has the opportunity to further
improve the customer experience
and drive efficiencies across the
customer portfolio.
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J AY W I N G . C O M
A L M A N AC P RO D U CT B RO C H U R E
How do I
get started?
About Jaywing
Fancy a demo?
Jaywing has a long-standing heritage in developing
and delivering data-driven solutions across credit risk
and marketing. Over the past 17 years, we have worked
extensively within industry sectors that are data rich,
data literate and we have gained a solid reputation for
developing complex analytical and modelling approaches
that underpin major investment decisions.
Why not get in touch with us today and request a demo
of Almanac to see how it could power your marketing.
E: [email protected]
T: 0333 370 6500
Bespoke consulting services
Alongside our Almanac tool, we have a team of 70 data analysis and
modelling experts that provide consultancy services to organisations
needing more in-depth analysis and data management support.
With a wealth of experience, we can help you join the dots by:
Improving the customer experience:
• Integrating the new data into predictive models
• Building rules and running campaigns
Improving the numbers:
• Developing accurate attribution reporting
• Integrating the data in to your existing reporting
Improving the data:
• Working with your IT team, we can help you to integrate
Almanac data back in to existing warehouses/CRM systems
• Providing data feeds of raw or summarised data
• Building new data warehouses or marts
To find out more about our consultancy services, please read
some of our recent case studies on the following pages.
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J AY W I N G . C O M
A L M A N AC P RO D U CT B RO C H U R E
Informa BI
Jet2
Using data science to help Informa BI drive global value
from customers and prospects.
How personalisation can increase sales by 30% and more.
Then
Then
When we started working with global
business intelligence specialists
Informa BI, their Business Intelligence
(BI) division had an incomplete view
of the success of their marketing
campaigns, particularly the wider
impact across influencers, rather than
buyers in the targeted businesses.
That’s why Informa BI were seeking
partners to support the scoping and
delivery of data analysis, cleansing
and enhancement.
Informa BI now have a much greater
understanding of the buying habits of
their customers, and where the value
lies across the customer and prospect
database, and this will ultimately help
drive sales. They have a benchmark
of activity and a roadmap to change
the way products are marketed, and
they have a clear and concise view of
both the current customer base and
the prospecting opportunity for each
business area.
Now
We bought together over 38 million
data records across three systems
and four different business areas and
combined this with over 400 million
marketing data items to create an
analytical dataset of 850 million
events. We then analysed this data
to identify the impact of marketing
activity on product sales within
targeted organisations over the last
three years, for four of Informa BI’s
business verticals. We then went on
to create a customer profile and
segmentation model for each business
vertical and applied this
to the marketing prospect base
for future targeting, based on
strategies developed by Informa’s
marketing teams.
“We needed to select a partner who
had both existing tried-and-tested
methodologies yet would also take
an innovative and creative approach
to the project. Jaywing were able to
demonstrate their depth, breadth and
expertise in data management and
analysis, and their data specialist’s
also fit well with Informa BI profitfocused and action-oriented
corporate culture. Jaywing had
the right combination of analytical
rigor, and client-centred commercial
knowledge and worked collaboratively
with our internal team to
create the best and most
robust solution.”
When we started working with friendly
low fares airline, Jet2.com, in 2010,
they only had operational ticketing
systems. They wanted to increase
their marketing and needed a single
customer view. Quickly.
Now
So, in three months, we built a fully
functioning marketing database.
From this success, we were asked to
help understand this newly available
data and implement their first CRM
programme. Which we did. In just
12 months.
Now, through advanced data science,
Jet2 understand what motivates each
customer, how to use their previous
buying behaviour to predict future
preferences and how to make the most
of the best buying windows when they
are counting down to or returning from
their trip.
Jet2 can use this deep insight to make
personal offers for destinations, hotels,
activities and travel add-ons, with
pinpoint accuracy. Right through to
up-to-the-minute prices in emails at
the point of opening. Our insight was
even used to reshape Jet2’s inventory.
All of which has increased cross and
repeat sales across their portfolio and
made a significant contribution to
profit and the bottom line.
With great passenger benefits, Jet2.
com is growing into one of the UK’s
best airlines, winning ‘Best Short Haul
Airline’ at the Globe Travel Awards for
the last three years.
Catherine Pendleton,
Head of Data Enablement, Informa BI
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J AY W I N G . C O M
A L M A N AC P RO D U CT B RO C H U R E
Avios
Swinton Insurance
Delivering a better understanding of customer value
through an innovative analytical approach.
Understanding customer value and price dynamics
to improve customer take-up.
Then
Then
To ensure Avios' reward
programmes remain sustainable,
Avios need to be able to understand
customers' collection and
redemption behaviour over the long
term. This hinges on developing a
robust methodology to predict the
'Ultimate Redemption Rate' of Avios
points for each customer account
and the ability to process very large
volumes of data to improve the
accuracy of this, without sampling.
Now
We developed an innovative
analytical approach to enable Avios
to predict long-term distribution,
redemption and expiration rates
across customer points balances.
The approach not only introduced a
more intuitive way of allocating
redemptions to awards, but also
allowed discrete redemption and
expiry profiles for a range of customer
behavioural types to be determined.
The analytical task involved large
amounts of repetitive processing of
over 15 million individual customer
accounts and points data going
back to 1991 - a data set of c.1.5
billion rows. So we used our unique
secure, cloud-based big data
environment. Not only did this
enable the use of more complex
analytical processes,
examining customers individually
rather than in aggregated groups,
but it made processing of the data
achievable within commercial
timescales at 200 times faster than
on a standard processing environment.
The outcome for Avios is the ability
to derive more meaningful business
insights and make better decisions
about awards and redemptions
within their Avios Travel Rewards
and British Airways Executive Club
loyalty schemes but more importantly,
accurate accounting for future
redemption on the balance sheet
as every redemption is a cost that
impacts P&L.
“When we met Jaywing for the first
time, we were extremely impressed
by the experience and quality of
the analysts in the room and have
continued to be so since. Jaywing
has given us a platform that delivers
more accurate forecasting and allows
us to balance prudent financial
management with investment and
development opportunities that
help us to continue to innovate our
market-leading loyalty programme.”
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The private car insurance market is
heavily driven by price and the brands
that achieve the best cut-through are
increasingly the price aggregators.
So how do insurance brands make
sure they get the best market share
of profitable business? It’s a tricky
balancing act between insurance
risk, competitive pricing and margin
– undercutting the competition isn’t
always possible.
Now
Through our predictive models and
optimisation techniques, Swinton is
now able to understand the impact
that different prices have on key
metrics such as the propensity to
convert, the likelihood to pay monthly
and the probability of purchasing addon products for each potential new
customer or renewal. This now means
that Swinton can offer the price that
will generate the best possible
outcome as well as driving the best
income across all policies.
What’s more, our optimisation
techniques enable Swinton to vary
pricing strategy to optimise income
subject to any constraints in the
business such as call centre capacity
and weekly conversion targets.
Both of which mean Swinton Insurance
can generate more granular and
profitable strategies. Having achieved
some impressive results, they’ve
made the case for applying more
sophisticated pricing strategies,
including price optimisation, to other
areas of its business.
“Jaywing brings an acute
understanding of some complex
maths to complement our internal
team, enabling the use of pricing
optimisation techniques that have
had a fantastic effect on our business.
We’re confident that our resources
are used to best effect and our
potential customers get just the right
price for them. They’re a great team
and have been an integral part of
Swinton for many years.”
Thomas Bradley,
Head of Pricing, Swinton.
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J AY W I N G . C O M
jaywing.com
[email protected]
0333 370 6500
Olly Sowden
Sales Director
M: +44 (0)7725 075 407
E: [email protected]
Mitch Vidler
Head of Digital Analysis
M: +44 (0)7738 823 655
E: [email protected]
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