Industry-leading eCRM expertise
Underwired’s senior team have long-standing reputations as thought leaders and opinion formers in digital strategy. Underwired co-founder Felix Velarde is a Fellow of both the RSA and IDM, and he and Creative Director Jason Holland are judges for a variety of industry awards including the British Interactive Media Association (BIMA) and Direct Marketing Association (DMA) awards. Underwired’s Planning Director is Tim Williams, previously Three’s Head of Customer Insight and B&Q’s Head of CRM.
Over the years Felix has given talks and speeches at Internet World, Apple Expo, the Marketing Forum, Creative Show, Ad:tech, IDM Academies, International Direct Marketing Fair (IDMF), Promax and Marketing World, and he and Tim teach the Institute of Direct Marketing’s eCRM for Marketers courses.
Best practice in the charity sector: NSPCC
We were recently engaged to undertake a comprehensive review of NSPCC’s data strategy across the whole organisation, looking at policy, customer touchpoints (where customers range from donors to volunteers, government to teachers and parents, to children in need of help), processes and technologies. The review was championed by Andrew Flanagan, NSPCC’s CEO and led by Ian Macarthur, head of digital strategy for the organisation.
The review consisted of three stages:- Comprehensive organisation-wide audit
- Benchmarking of each activity and opportunity against current global best practice
- Recommendations and roadmap to get from the current state to best practice
The review took around 280 hours, including 25 senior level interviews, and was delivered as a presentation and a 190-page document including industry best practice examples. We now have a comprehensive understanding of best practice in eCRM and data policy as it applies to various aspects of the charity and not-for-profit sectors. If you would like to find out more please contact emma@underwired.com.
The McCain Foods case study
Felix gave this presentation of part 1 of the eCRM programme developed for FMCG giant McCain Foods at Internet World. The film is 22 minutes long, and covers:
- The supplier matrix
- The starting position for eCRM clients
- The process from data discovery to programme delivery
- How McCain went about developing their campaign
- How KPIs were set and measured
If you haven’t got time right now to watch the film, you can read more about the approach and the standard-setting commercial results here.
McCain Foods is a highly successful FMCG brand. They needed an agency that could join the existing team and help create a unified digital strategy. The challenge: can digital play a measurable role in brand consideration and revenue generation?
We started out by analysing the customer database, looking at demographics, buying behaviour and attitudes towards the brand. We looked at the immediate opportunities – quick wins – as well as long term gains, and we recommended a straightforward programme using segmented email and microsites.
With this agreed, we refined the segmentation to closely match commercially available data to give us a benchmark. We developed a creative platform that meshed perfectly with McCain’s existing brand strategy, managed the campaign and tracked the results to show actual sales.
The results are spectacular
By providing consistently relevant, well-targeted content, engagement with brand resistors went up from 14% to 63%, and the segmented base more than doubled.
Brand consideration increased 11% in six months compared with the general population.
Purchase frequency is up 3% and revenue in the core segment is up 38% measured against Dunnhumby’sTesco data.
McCain is making serious revenue directly from the eCRM programme, and the learning has informed the digital strategy as a whole. We have just launched a website that delivers segmented content to consumers. It learns from visitors’ behaviour and allows the website to precisely target offers and promotions. And it’s telling McCain how to spend its marketing budget more wisely, by targeting only those consumers we know have value. It makes for an extraordinarily efficient and effective digital marketing strategy.
Talk to Felix Velarde, Planning Director Tim Williams, or Head of Client Services Emma Nicol about how we might help on 020 70 600 400020 70 600 400.
