Enhancing customer strategy through segmented customer understanding
The Telegraph held very disparate data sets, some incomplete and many at different levels e.g. person, channel, region. Consumers spanned subscribers where the data was rich through to weekend convenience store purchasers where there was no data.
Realise UNLIMITED were tasked with consolidating disparate data from across the business, leaving no stone unturned in the quest for data points and making sure each touchpoint was accounted for. Once the data was collected, the task was to generate insights that would underpin marketing, editorial and advertising strategies.
Realise UNLIMITED combined rich data sources such as online readership behaviours with regulatory circulation reports; 3rd party data and market research to create a holistic view of their customer base that was consistent with all internal information/reports.
A hybrid segmentation method gave The Telegraph a deeper Human Understanding of their entire readership, allowing the brand to adapt and evolve accordingly. Some valuable business insights included: Readers are not necessarily brand loyal across different consumption channels, younger readers tend to focus on immediacy and accessibility of news, and weekend readers prefer longer in-depth thought pieces.