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Thousand year old business uses Experian’s expertise to drive 2012 marketing campaigns
The Royal Mint, the world’s leading export mint, is drawing on data, insight and technology from Experian Marketing Services to help it to capitalise on the unique opportunity presented by three once in a lifetime national events taking place this year - the London 2012 Olympic and Paralympic Games and The Queen’s Diamond Jubilee.
From its headquarters in Llantrisant, South Wales, The Royal Mint produces almost five billion coins a year both for currency and as commemorative coins and medals, celebrating historical events as diverse as the 100th anniversary of the maiden voyage of Titanic and the 70th anniversary of the birth of John Lennon.
Using Experian Marketing Services’ data-driven multi-channel marketing expertise The Royal Mint aims to significantly increase its marketing activity through inbound and outbound channels with better targeted one–to-one customer interactions. The organisation aims to use the landmark events of 2012 to increase sales amongst the existing 1.5million customers on its database, attract new customers to build revenue for future commemorative coin launches and build its presence in the gift market.
A first step in the process was to clean and deduplicate The Royal Mint’s customer data to improve its targeting quality. The Royal Mint is then using Experian’s end-to-end marketing data analysis and campaign management database platform, powered by SDL Campaign Management & Analytics software, to deliver multi-channel and trigger-based marketing activity via email and direct mail campaigns.
The inclusion of Experian’s Mosaic consumer classification data within this platform enables the organisation to select and segment customers and to identify potential new customers based on enhanced customer insight. Finally, by using Experian Marketing Services’ online competitive intelligence service, Hitwise, to understand the types of consumers who visit its website, The Royal Mint is enhancing its understanding of its customer base to further refine its marketing approach.
Richard Parfitt, Insight Manager for The Royal Mint commented:
“2012 is a hugely important year for The Royal Mint and we needed to gear up our marketing focus to ensure that as a government-owned company we provide a financial return to the UK government. Experian’s service was selected as the best fit for our requirement for one-to-one customer engagement through the use of inbound and outbound channels which combines both functional requirements and technical complexity. We were also confident that they would be able to deliver as promised.”
Nigel Wilson, Managing Director, Data and Analytics, Experian Marketing Services commented:
“The Royal Mint is an organisation with over one thousand years of history, but its approach to marketing is at the forefront of data-driven multi-channel activity. It is using a combination of technology, data and insight to really identify and understand its customers and then communicate with them across channels with a sophisticated customer management approach.”