Online, offline and direct channel optimisation
The Business Challenge
With more than 10 million passengers carried each year, P&O Ferries makes extensive use of email communications.
In order to optimise marketing budgets it was important they gain a real understanding of what their email campaigns were delivering against their other channels. R-cubed’s objective was to identify whether email was having a positive effect on bookings.
"R-cubed empowered our internal team by working in partnership to formulate a testing strategy which measured the incremental impact of all our multi-channel direct marketing"
The Approach
R-cubed created a single customer view of bookings, campaigns and email activity. After implementing silent control cells, the team tested the effect of multi-channel communication. This involved creating a series of ‘email behaviour groups’ at both individual and household level to measure the true uplift in bookings and trigger opportunities.
The Results
The email behaviour groups revealed that whilst email was delivering uplift in bookings, a large number of high value groups were not being influenced by email at all.
A multi-channel contact strategy was tested, revealing that using other channels to supplement and in some cases replace email generated a substantial increase in booking rates.
The Business Challenge
With more than 10 million passengers carried each year, P&O Ferries makes extensive use of email communications.
In order to optimise marketing budgets it was important they gain a real understanding of what their email campaigns were delivering against their other channels. R-cubed’s objective was to identify whether email was having a positive effect on bookings.
The Approach
The Results
The email behaviour groups revealed that whilst email was delivering uplift in bookings, a large number of high value groups were not being influenced by email at all.
A multi-channel contact strategy was tested, revealing that using other channels to supplement and in some cases replace email generated a substantial increase in booking rates.
Do you want to optimise your customer communications?
Our services
Our Services
Customer
Segmentation
Right message, right person, right time
Analysis & Measurement
Drive your performance through real data insight
Single Customer
View
One place, one customer, all the data
Marketing
Automation
Automate your customer journeys for effort free marketing execution
Marketing
Attribution
Accounting for every sale, through every channel
Joined-up
Marketing
Send the right message to every customer across all channels
Real-time
Marketing
Personalise your website and real time communications to create a unique customer experience
FastStats
& Peoplestage
We’re leading providers of FastStats and Peoplestage – powerful tools that will harness the power of your data
Our Services
Customer Segmentation
Analysis & Measurement
Single Customer View
Marketing Automation
Marketing Attribution
Joined-up Marketing
Real-time Marketing
