Using data science to help Informa drive global value from customers and prospects
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. This was in part due to Informa BI storing their customer, prospect and user data across various systems. Informa BI recognised they needed to develop a more automated data-driven marketing approach, and to support this major change programme they needed to understand more about their customer and prospect base, its behaviours and opportunities, in order to build a business case.
Informa BI didn’t have readily available capabilities in-house to execute this work and needed to source qualified resources to meet the immediate project objectives and build an on-going capability for further projects.
That’s why Informa BI were seeking partners to support the scoping and delivery of data analysis, cleansing and enhancement.
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. A key requirement, presenting a significant data processing and analytical challenge, was to understand the important influence that colleagues had on the ultimate buyer of the product. 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.
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.
Catherine Pendleton, Head of Data Enablement, Informa BI, said: “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 profit-focused 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.”
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