Social web triggers data strategy shake-up

A new London-based customer data and insight strategy house is turning the traditional approach to data on its head.

Calling on direct experience with a number of leading consumer brands, beyondanalysis aims to deliver new revenue streams for clients through an approach to data which differs from current offerings in two ways: first by looking for new and innovative ways to engage with customers through developing relevant propositions and leveraging the social web that will enable customer and businesses to understand each other better.

Secondly by moving clients away from the over reliance on EPOS (electronic point of sale) data, which does not help a business that doesn't have the luxury of its customers visiting two or three times a week.

Other data sources such as those derived from websites and online advertising activities hold a rich and relevant source of customer intelligence.

"Many companies are still looking at the supermarket loyalty model to derive insight, but this only tells you part of the story of a customer's purchasing behaviour", said MD Giles Desforges.

"Customers don't buy products and services in isolation; they use the internet for research and social networking sites to recommend products to friends.

"They manage their money through numerous accounts to buy unrelated goods and services.

"This all needs to be joined up - we believe that the successful consumer champions of the future will meet consumer changes head on, "They will seek instead to deliver highly relevant propositions and experiences to specific groups or communities of customers.

"The consumer business of the future will sell multiple products and services to the same group of similar customers".

Beyondanalysis' clients include a major media business which it is helping to develop a new customer proposition that will it enable it to realise revenue from its data asset.

Beyondanalysis is a data and customer strategy consultancy based in London.

We help our clients go beyondanalysis to help them understand their data, what it means and how to use it to drive real value and sustainable growth for their business.

We are a team of senior managers with experience in identifying and implementing workable data strategies across a number of blue-chip organisations including Tesco, BT, Visa, Sky, and eBay.

Beyondanalysis advises its clients on the opportunities their data present for business growth as well as identifying new customer propositions and business opportunities that can be created from data.

We also provide implementation and incubation services to support our clients in deploying data across their business and developing new commercial opportunities.

Giles Desforges, Managing Director of beyondanalysis, has held several senior strategic roles within multinational business - most recently at dunnhumby and MB Analytics - and in politics.

He has also worked across a number of verticals including telecommunications, retail, utilities, automotive and transport working with clients to maximise the value from insight and data.

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