The Daily Mail

Capability assessment - rapid acceleration of data use.

The Daily Mail was struggling to get the output it needed from its data team. Instead of adding value, they were trapped in a cycle of data management and poor process that meant the team was constantly fire fighting and senior management lacked the information to change their customer lens.

We carried out an assessment of their analytics function and data infrastructure and delivered an 18-month engagement to develop their internal capability by leveraging their existing technology and augmenting their incumbent team through Realise UNLIMITED staff and recruitment.

Example deliverables during our engagement included:

Daily Mail had one of the UK’s most generous membership schemes but they didn’t know whether the scheme was offering value for money. Our extensive experience in customer loyalty allowed us to accurately measure the impact the scheme was having against the cost and recommend remedial action to ensure members felt rewarded while the Daily Mail managed costs more effectively.

We used machine learning to develop an engagement score that looked across all touchpoints and actions to understand how interactions impacted value and what areas the business needed to focus on to get the most out of their customer base.

We used time series segmentation to understand whether there were different holiday booking journeys within the Daily Mail base and automated a solution that timed the execution of outbound comms to align with different customer engagement patterns.