CREATING MEANINGFUL CAMPAIGNS THROUGH DATA INSIGHT
When Longleat Safari Park asked our thoughts on segmenting their customer base, rather than going down the behavioral route of 'Recency, Frequency and Value', or the often adopted 'Demographic Segmentation' focusing on age, gender, geography among other characteristics, we decided to dig deeper.
If we were able to truly understand and tap in to the motivations behind customers visiting to the park, we knew it would take targeting and meeting customer needs to a whole new level.
With Longleat's backing we began our research, firstly starting with industry research and analysing their website visitor data to understand 'why' people visited the park.
Building on this idea further, we asked Longleat to supply us with every piece of data they held in order for us to fully understand the motivations and attitudes of customers when visiting. We then used customer research data, web analytics data, POS data and their whole marketing database to begin to piece together the puzzle.
Using the data, which Longleat supplied we began to create a single view of the customer in order to understand who they were, which pages they visited, visit dates, single or group bookings, when they were booking, what value of tickets and the type of tickets they opted for.
Along with gathering together this data and obtaining the opinions of stakeholders, we knew that to really understand the customer journey we needed to experience it ourselves.
We visited Longleat throughout the project to observe, survey and engage with visitors which not only gave us a full understanding of all the park has to offer, but also real-time insight in to motivations of their customers.
Following our research, we used data to determine the main motivation for visiting Longleat. It clearly became evident that some people used Longleat purely for ‘day-outs’, while others came because they were ‘Animal Lovers’. However some customers visited the park with their children for educational purposes.
Our approach of not going down the route of ‘Demographic’ or ‘Behavioural’ segmentation was also justified when the analysis of data revealed that there was not much difference in the types and behaviors of people that visited Longleat.
our six segments
We came up with six distinct segments who all had very different motivations for visiting longleat which the park now uses for their communications planning, with stomer segmentation forming the backbone of Longleat's CRM plans.
To enable Longleat's team to understand the needs and requirements of each of the six segments, we created illustrated personas to share internally to encourage collaboration, ideas and investment.
We are proud to say that Longleat now successfully uses these six segments to construct and deploy their personalised campaigns to their customers.
In order for Longleat to understand to impact of their communication activity, we developed reporting which includes segment and Lifetime value calculations which provides the commercial value of each area.
This extensive reporting system not only provides clarity on customer and media investment strategies, but it also identifies cross-sell opportunities which Longleat now uses to promote their annual passes.
Upon seeing the value of the six segments, Longleat have recently undergone a website overhaul in which segments played a major part in the derision making process.
Longleat have some truly innovative plans for the year ahead, which as a team we are very excited to be part of.
Working in collaboration we are set to develop a Customer Relationship Management system with our six segments taking the lead.
After seeing the value the segments have created in their customer journey, with our guidance Longleat now plan to establish segments across all of Longleat Enterprises.