From Muddle to Meaning | Unstructured

Helped a fashion brand increase sales revenue by maximising CRM database

The need

We have just inherited a 400k CRM database after our brand acquisition. It's in a different market and we don't know anything about our client base. We are also unsure how much of this base is still active customers that we can market to.

What we did

We undertook a six month journey to transition the CRM data to a healthy state and unearth opportunities to give the client confidence in the data.

Data cleaning
Cleaned the data by removing duplicates, fixing broken scenarios, archiving unnecessary data and providing a data catalogue.
Problems and opportunities
Defined the problem space and explored possible opportunities for using the provided data
CRM strategy
Built a CRM strategy to acquire, retain and grow CRM database through personalised content
Customer segmentation
Performed a data synthesis using the results of a brand health quantitative study and and internal customer surveys
Visualisation
Developed reports and dashboards to aid in comprehension of the data

Results

New subscribers per week during a twelve-week period

~20k
subscribers re-activated
~3k
increase in subscriptions per week
49%
total base increase in 5 months
£307k
incremental revenue in 10 weeks

Driving YoY customer growth for a manufacturing brand

The need

As a business, we need to grow by 10% YoY. We know the needs of our customers are quite different depending where they are in their journey. We know that if our customers grow, we grow. How do we help our customers grow?

What we did

Unstructured took a phased, multi-method approach to help this brand understand who their customer segments were, where the barriers were to growth and conducted multiple research studies and social listening studies to unearth opportunities.

Qualitative interviews
Interviewed customers to understand their journeys, barriers and needs
RFM segmentation
Segmented customer data based on recency, frequency and monetary value of purchases
Social listening
Conducted social listening research to unearth product strengths and weaknesses compared to competitors
Quantitative survey
Conducted quantitative survey to validate customer segmentations and define them

Results

Campaign results

+4.4pp
uptake in open rate
+6.0pp
uptake in click rate
+10pp
uptake in average order value
+10pp
uptake in overall spend

Established repeat purchase behaviours for a sports nutritional brand

The need

We know our USP is really high quality products but we are unsure how to convey the value for money concept to our audience. We are competing against a lot of competitors offering many discounts. How do we understand what people look for within this category so we can compete on value rather than pricing? Our brands currently have low awareness on the digital marketing front so repeat purchases from our customers are the main driver of growth for us.

What we did

Conducted a brand health study to understand the competitive landscape, the brand's strengths and weaknesses, uncover what customers perceive as 'value for money' and to create buyer personas.

Quantitative survey
Performed an online survey of 500 consumers across the health and wellness industry.
Customer segmentation
Repurposed the existing marketing strategy to target specific customer persona groups.

Results

+4pp
uptake in CTRs
+34%
of one-time purchasers made a second purchase
+23%
win-back rate from churned subscribers

Empower your business with data-driven marketing strategies that convert leads and drive growth

Enhance your marketing efforts through personalised campaigns that resonate with your customers, ensuring you achieve measurable success in a competitive landscape.

By building detailed personas and identifying high-conversion industries, you can target the right audiences on the right platforms.

Success stories

Helped a fashion brand increase sales revenue by maximising CRM database

The need

What we did

Results

Driving YoY customer growth for a manufacturing brand

The need

What we did

Results

Established repeat purchase behaviours for a sports nutritional brand

The need

What we did

Results

Our process

Collect

Clean and categorise

Visualise

Analyse

Act