Case study: EMI - Insight Music

Insight Music is a on-line music retailer. It creates music compilations for the European mail order market. A member of the EMI Group, Insight Music planned for expansion of sales and direct marketing to support the retail market. Established in 1995, Insight Music was the biggest music only direct response TV advertiser in Europe.

Insight Music's sales were processed by a number of European bureaux. Orders were placed by phone and website with each bureau providing sales reports. Whilst sales from each location were available, they lacked a comprehensive view of business.

Solution

A Business Opportunity Assessment™ was undertaken to:

• Appraise quality of data from the bureaux
• Analyse customer expenditure and “profitability”
• Segment customers by recency, frequency and value quotients
• Identify product preferences, combinations and sequence of purchase

The second stage, was the provision of a central marketing database. A system was developed to provide regular refresh and collation of sales data from each bureau. The solution provided:

• Querying of data from the desk top
• Customer segmentation
• Query counts and drill-downs
• Returns and profitability analysis
• Data extracts for outbound telemarketing mailings, e-mailings and list rental

Benefits

The marketing database delivered a comprehensive view of Insight Music's business:

• Integrate European customer data - a 360° customer view
• Customer segmentation
• Centralised reporting on sales performance
• Automated updates from each bureau
• Support for European direct marketing

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