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data analysis exeter

How could data analysis help your business?

Marketing, StrategySarah Thom

In a world which is as fast-paced as ours, it is easy for businesses (especially small businesses) to forget or even not understand their target customer base. This is where data analysis comes in. By analysing your customer data, you could gain valuable behavioural insights into your target demographic, ensuring that you gain maximum returns on your marketing strategies in the future.  

Whatever your sector, it is really important to know who your target audience/customer is; you could be targeting the wrong demographic for your product or service and missing out on a lot of potential sales which could be possible if you analysed who it was that was actually buying your product.  

We have had years of experience, analysing data sets from different companies and identifying insights which have helped them to increase their sales through the information retrieved from customers. Knowing who your customer base is essential in marketing your product or service; if you don’t know who this is then how do you know who to target your marketing strategy at?  

We are here to help you understand your customer base through detailed analysis of your data, and we will also give you important insights into how to maximise your marketing strategies so that you will see the biggest return on your investment.   

Costs effective marketing isn’t just about acquisition

MarketingRob Mulholland

We talk to a lot of businesses about their marketing and I would say easily more than 95% of them are purely focused on acquisition (finding brand new customers) when it comes to their marketing. Now I’m not about to rubbish marketing acquisition strategies, they clearly have their place in the mix of activities, but to be solely focused on this is a big mistake, and here’s why:


About Retention Marketing

Indicative of the word, “retention” focuses on retaining the customers you already have rather than those you don’t. In focusing on these important customers you’re giving yourself a huge advantage. They know your business and they’ve bought from you before; you don’t have to do the hard work of getting them over the threshold – rather you now have to do the hard work of keeping them loyal! In this respect, communications to this audience can be highly targeted – based on buying history or personal attributes sometimes collected at the point of sale. For example, if you sum up the value of some of your best customers it may be wise to acknowledge and reward this loyalty with giveaways, previews or discounts. All of these activities can also feature within upgrade strategies too (see below).


About Upgrade Marketing

Also indicative, upgrade marketing focuses on trying to “up” the value of existing customers. This may be done through trying to get customers to convert to more profitable products (bigger margins) or simply more expensive products (bigger prices). Again, using customer data as a base to gain insights from, you can target the most suitable and relevant products at the right people – not every more-expensive product at every customer. Be intelligent in your approach.

Many channels, including the majority of digital marketing and PR (two areas we’re particularly strong in), are configured to focus on mainly acquisition marketing strategies. However, we strongly recommend clients always look at their existing customers before embarking on these more expensive and riskier activities.

Pitching the value of your local authority grant application

StrategyRob Mulholland

McQueenie Mulholland helps charities raise funds to continue the great work they do in communities around the UK. A significant part of this income comes from grants; often from local authorities due to the support these organisations provide to the public.

This got us thinking: Are there any trends in how local authority funds are allocated to voluntary, community and social enterprises? And could these trends be helpful in informing the tactics these organisations use in the targeting grants from local authorities?

Using our local County Council (Devon), an authority committed to transparency and that publishes data related to grant distribution under the Open Government License, we analysed data on grants to the voluntary, community and social enterprise sector over 2014 to see what trends exist.

These are our key findings:

  • Most grants were between £1 and £1,000. This accounted for 431 grants - over  55% of all grants. 
  • Grants of £1 to £1000 only however account for 6% of the value of all money awarded. 
  • If we look at grants between £1 and £6,000, They represent nearly 90% of the total number of grants awarded but only account for 24% of the total value. 
  •  +£100,000 grants account for just 0.51% of the total number but makes up 27% of the total value. 
  • The data showed distribution peaks at £10,000, £15,000 and £20,000 award levels - this shows  more interest in larger projects with round numbers. 

To summarise the data: If your organisation is thinking of making a bid for a local authority grant it would be wise to aim low in the value you’re seeking (between £1 and £6,000). It was awards of this level that made up the majority of successful bids.

If your project requires more support you may want to consider aiming for a round number of £10,000, £15,000 or £20,000, as there were definite peaks in the number of grants awarded at these very specific higher levels.

Written by: Rob Mulholland
Data Analysis by: Anthoney Strowger