Big Data and Research Data
The beginning of a beautiful friendship

List of publications
Visual Description
Visual Description

Author(s): Joe Catling, Rupesh Patel
Collection: Big Data World 2016 - Understanding People Through Smart Data
Keywords: Audience Research, Customer Loyalty, Big Data

PDF version (download)
Display prices in :
EUR 15.00
Members: EUR 12.00

We all know companies hold more customer data than ever before, but how can we successfully marry this to primary research? What's the best way to map psychographic data (attitudes, behaviours, responses, etc.) to the data you reliably have for all your customers or prospects? With a mature customer base and a propensity model that had outlived its usefulness, Sky's reward-based 'Introduce A Friend' referral scheme had achieved relatively low recent uptake. Sky wished to understand if there were customers for whom different propositions and contact strategies would be more successful. A 'reverse' segmentation of its customer base, mapping survey data onto existing fields, enabled Sky to tailor and target its referral scheme to specific customer groups, and thereby open up new headroom.




Date of publication: 18.11.2016
ISBN: 92-831-0291-6
Order Code: 96630_06
Number of pages: 8

Shopping basket

Your basket is empty

Are you a member?

Log in to obtain special member prices or to download publications for free.

 Sign in  Send me my password


Not a member? Read more about membership benefits
For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

For further information about publications contact ESOMAR Publications Services:
publications@esomar.org