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Join a global household brand, known globally for their innovative approach and huge customer base. You will be part of a growing team, working cross functionally with marketing and data science teams to ensure that customers, across all sub-brands, are targeted with an innovative and personalised method. You will be given the chance to adopt new technologies, collaborating with different areas of business.
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£55000 - £60000 per annum + bonus and benefits
A start-up news app are seeking a Senior Analyst for their advanced analytics team.
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£70000 - £80000 per annum
Great chance to work in a new team and drive strategy for new products and customer personalisation!
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For the latest episode of The Dialogue, Associate Director Talitha Boitel-Gill sat down with Alistair Dickinson from Location Intelligence platform Mapsimise about their platform, CRM in general, and how to get Data Vis to work for you. Here's what we learnt: - Location marketing provides the ability to understand customer Data in much more detail by breaking things down by region and area. - By taking this approach, businesses are able to tailor their marketing in a much more specific way. - Particularly with local lockdown restrictions in place across the UK, this allows businesses to better plan their local strategies. - The way Analytics has evolved has meant that Data Vis skills are more important than ever. - Is is essential that those working in this space are able to create Data Visualisations that allow them to explain findings to non-technical stakeholders in a clear way. - In particular, the ability to overlay different types of Data can allow a broader understanding of the market. - CRM systems need to be implemented properly, with good Data, in order to be valuable. Only about 10-15% of businesses do this. - Businesses need to understand their customers now more than ever, and a strong CRM is a great foundation for this. - Because the Location Intelligence space is set to grow rapidly, businesses will be looking for more and more insight from specialists in this field. - There is lots of great Open Source Data available for free. Geoawesomeness provide lots of learning and free materials. The UK Government's Geospatial Commission also provides access to lots of free public Data. - Those looking to get in to this area don't necessarily need a STEM degree, just a passion for Data and the motivation to upskill in their spare time. - And much, much more. You can watch the full conversation below. If you're looking for a new opportunity, take a look at our latest roles or get in touch with one of our expert consultants to find out more.
01. October 2020
We recently spoke to Catherine Allan, an Associate Director of CRM at Babylon health, a Digital healthcare service with a mission to put accessible and affordable health service into the hands of everyone. After starting her career in journalism, Allan moved into Marketing, a seemingly natural transition given her copywriting experience. Given the transformation in technology and the use of Data within Marketing, she has seen the significant impact that it has had within the space. Reflecting on what attracted her into CRM Marketing in the first place, she explains, “It’s that ability to really get to know the audience, what they look like. You have a very defined group of people that you can look at exactly how they are responding – you can get to know their likes, dislikes and respond to them in ways that you can engage them more. You can keep them working with or using your product or organisation”. Initially working for Ten Lifestyle Group, her clients varied from travel businesses to large financial brands. Like many at the time, they had their traditional methods but, as would soon become a trend within the industry, they started to change things up. Allan expands, “We started experimenting with CRM with the members of our concierge to see if we could. How much better would those people respond to tailored communication over those who received a newsletter of generic stuff?”. Enter the use of Data to tailor CRM offerings. Their first application was to their travel clients, “If we knew someone had a skiing holiday versus a holiday in September one year, we would follow up the following year. Isn’t it time to pick a holiday?”. It seems natural now, but it signified that shift from the mass-communication to segmented customer profiles. As Marketing teams became more Data-driven, however, customers had to get used to that change of communication. Allan remembers the shift well, “When I first started in CRM, it wasn’t personalised at all but I started to see that people got more used to you knowing their Data and using it. It became less freaky to show that you knew something about them. At the beginning, we were having to be careful about how much we evidenced that we knew, you couldn’t really say I know you’ve had a Ski Holiday. But over the course of the years people have started to expect that, almost like it would be weird if marketeers didn’t know that. The culture towards that use of Data and personalisation has changed”. However, she explains, there is a limit, “With what people are expecting from your CRM, there is a scaling to how you present stuff. You don’t want to be creepy, you don’t want to overstep it by knowing too much”. Now, moving into the health-tech space at Babylon, her work revolves around the products that they have on the market. Everything from applications that allow you to log your mood and sync your wearable tech, through to a health check function where you’re given a digital twin of your body. The use of Data within these products is, of course, on another level. The products produce Data-driven recommendations that are very specific to each users. She explains, “obviously in the Marketing team we don’t have access to people’s health records or any health information which they input into the app. So it’s about finding the right cadence to actually engage people with the product, as well as personalising using the Data we can see, such as demographics. Men and women have different health concerns and they differ for younger and older age groups.” Moving into the health space has opened up a different way of engaging with customers. Allan and her team were able to use their Data and produce newsletters that actually engaged their audience on a wider basis. She expands, “We found great success in sending regular newsletters just about health in general, people love to know how they compare to other people and they also want to know to be empowered to manage their own health”. Naturally, a company like Babylon feel the pressures of a global pandemic in what their customers expect from them to say and do. This is exactly what Allan’s team are now focused on. “When the pandemic came to the UK, as a healthcare company the first thought for the Marketing team was how can we support our members? What can we offer which is unique to Babylon which will add value. The answer we came to was offering information, guides and videos verified by doctors to counteract all those false stories out there about COVID-19”. Despite the technology to innovate, with things like interactive emails and unique content, there was still a need to strip things back. As Allan explains, “people are anxious, they are worried, they just want the right information, you’ve already got their attention”. Her team was responsible for launching this new product to members and developing lifestyle communications, whilst also keeping the members engaged and updated. Naturally, the communication during the pandemic shifted, “We upped our newsletter frequency from twice a month to twice a week for the first three weeks of lockdown, then down to once a week, a cadence which we are still maintaining with no drop off in interest” What were the results of these changes? “Our open rates went up, our click through rates went up and our unsubscribes reduced, although they were very low to start with) We reduced sends to once a week when we felt that there was less to say, which I think was better than continuing to send more and becoming boring. Our results over the last 6 weeks have been off the charts averaging a 34% open rate across the whole base of subscribers vs the 24% we were averaging before.” It’s clear that regardless of industry, from lifestyle to healthcare, the world of CRM has progressed. The information that we gather on customers is evolving, as is the way that we can speak to those customers too. One thing is clear however, from Allan’s experience, especially in the current circumstances, nothing takes away from a clear message. If you’re looking for your next CRM role or to build out your team, Harnham may be able to help. Take a look at our latest opportunities or get in touch with one of our expert consultants to find out more.
04. June 2020