Driving maximum value from data-driven retention campaigns and strategic consultancy.
Overview:
Challenge: American Golf aimed for continuous marketing strategy review, seeking understanding of ‘Club’ data and customer trends.
Objectives: Foster flexible CRM strategies, analyse customer activity, and contribute to marketing dynamics.
Solution:
- Go Inspire built and hosted a fully managed database and analysis solution for ‘Club’
- Daily transactional feeds from all stores and online sales data and all new sign ups
- Regular insight, analysis, and reports provided to ensure maximum value derived from ‘Club’ data
- Insights derived play a crucial role in AG’s decision-making process shaping CRM strategies
Evolution:
Continued monthly support to the CRM and Digital Teams
Shift to empowering more in-house and self-serve capabilities:
- analyst training
- integration of new platforms and digital capabilities
A focus on consultancy and strategy:
- Store operations: location analysis, closure/opening recommendations, cannibalisation, and customer retention
- AG Team restructure: extension of the team, supporting marketing during transitions
- Direct mail: strategic advice after 18-month hiatus
- American Golf’s Customer Data Platform (CDP) updates
- Nike relaunch: support and winback campaigns for ideal customers
Current State (2024):
- Continued board-level consultation, strategy and advisory capacity
- Ideas and audience selection on proof of concept for a potential new loyalty scheme initiative
- Multichannel campaign selections, deployed across AG’s digital platforms
- Post campaign analysis reporting
- Power BI dashboards and Tableau reporting
Measurable Outcomes:
- 113% higher Net income per mailed customer
- 82% higher Average Customer Value (ACV)
- 71% higher Average Transactional Value (ATV)
- 82% higher Average Item Value (AIV)
