Case Study 1 - Reader Marketing - Consumer Magazines
One of the largest consumer magazine publishers in the UK wanted a reader database to keep its marketing teams closer to its customers and ahead of its major competitors. This was designed and implemented across five sites in the UK and currently holds the transaction and personal details of over 4m people including income, cars, shopping, homes, etc. The database is the centre of all direct marketing activity across 95 magazine titles in the UK.
Case Study 2 - Business To Business Magazines
A business publisher had for 4 years aspired to build a comprehensive, demographic "Universe" of pubs, clubs, hotels, restaurants and other retail outlets. Due to rapid expansion the company never had resources or the skills available to initiate the project. Simon Gough-Brown from One To One was employed and within 3 months had received over 27% response to the initial mailings and telemarketing was well underway. After 5 months, the completed "Universe" was transferred to the company's computer bureau and rental revenue was well underway. The project was 10% under budget.
Case Study 3 - System Development
A software house wanted a re-designed sales order processing system to collect marketing data about its customers. One To One personnel were employed to design and implement the system which was delivered, tested and staff trained within 5 months.
Case Study 4 - User Requirements Definition
A National Newspaper had been issuing coupons to promote a readership and the processing system was becoming heavily overloaded. Our task was to define User Requirements and a new, heavily automated, data scanning system which provided Customer data and Financial/Processing reports. This task was completed within two months.
Case Study 5 - Project Management
A Wholesale Distribution System was required and Simon Gough-Brown provided the client-side Project Management. This included creating a Project Team, documenting User Requirements, selecting a qualified supplier, contract management, managing the system specification process and the implementation in conjunction with client and supplier personnel.
Case Study 6 - Marketing Data Warehouse Development using PRINCE2
Project Management for the City of London Corporation using PRINCE2 methodology to build a Marketing Database application for the Barbican Centre, London. Designed o extend the existing Data Warehouse and Reporting system and add further functionality using an in-house & contract development team of 4.
This included a very complex User Requirement Specification due to the number of different venues in the Centre (theatre, film, concert halls, exhibitions, etc), the number of different genres, producers, offer types, "seasons", products, segmentation, demographics, membership types, etc. and a very complex data stream from the box office. Completed the assignment and established cost savings which paid for the development cost of the system.
Types Of Work Undertaken To Date
- Business analysis
- Database design
- System development including:
- Circulation systems
- Fulfillment systems
- Marketing Database systems (CRM)
- Wholesale Distribution systems
- Ad Booking systems
- Subscriptions systems
- Office productivity systems
- Creation of "Customer View" marketing databases or CRM systems from multiple legacy systems
- Initiation of DM programs
- Subscription and membership marketing
- Creation of circulation lists i.e. a high quality, specified sub-sets of the market
- List selection, reader registration and ABC audit
- Bureaux selection for IT or marketing service
- Selection and management of bureaux for direct mail, telemarketing, data capture, data enhancement, subscriptions, etc
- News trade distribution management
- New product launches
- Business process modeling
- Business process engineering
- Installation of planning tools, budgeting systems, computer productivity tools
- Systems and process audit
- Assessment of existing legacy systems/software
- IT system upgrade & improvement strategies
- User Requirement documentation