Marks & Spencer Money
"Kognitio
was short-listed for their professionalism and strong track
record in financial services" Martin
Squires, Customer Intelligence & Analysis Manager at
M&S Money. |
|
With over six million customers and plans for further expansion,
M&S Money recognised that it needed a state of the art approach
to managing the demands of their growing customer base which would
also allow the company to better understand its customers' needs.
The company immediately began to evaluate the candidates and the
eight original tenders were whittled down to a shortlist of two.
"Kognitio was short-listed for their professionalism
and strong track record in financial services" Martin
Squires, Customer Intelligence & Analysis Manager at M&S
Money.
The challenge for the two short-listed suppliers was to develop
a pilot solution comprising all the major components required by
M&S Money, including campaign automation, data mining and decision
support. Kognitio and the M&S marketing team selected Unica Corporation's
Affinium Campaign, SAS's Enterprise Miner data mining product and
MicroStrategy to provide decision support.
"Although this was a proof of concept exercise, we
had to be confident that the chosen solution would be able to cope
with large volumes of data" Neil Hershaw, Business
Change Project Manager at M&S Money.
"We also needed to be sure that it would stand up to the stringent
demands that the marketing team would make in terms of flexibility.
So we set up some very tough campaign scenarios to really test them
out".
The task had to be completed in six weeks.
Kognitio were able to:
- Conduct a thorough analysis of the data to ensure that
it was clean, accurate and consistent
- Hold frequent consultation meetings with the M&S
Money team during this process
- Reorganise the data to make it more customer-centric
The Kognitio Business Intelligence team:
- Integrated sophisticated segmentation capabilities facilitating
cross-product views in the database. These views enable
M&S Money to understand current pofitability and potential
up-sell and cross-sell opportunities across its customer
base. These views indicate the M&S Money product offerings
each of its customers have purchased
- Collated all of the historical information about customers
that M&S Money needed to hold, and built the database
which contains over 875 million rows
- Configured the campaign automation, data mining and decision
support tools into the database
- Carried out a rigorous testing procedure before delivering
it to the M&S Money offices in Chester on the appointed
day
Martin Squires stated,
"Despite the scale of the task and the extremely tight
deadline, Kognitio delivered a high quality solution on time. Throughout
the prototype they never failed to do what they said they would!"
M&S Money began implementing Kognitio's solution immediately.
The first phase of the implementation, which involved the consolidation
and automation of the prototype, resulted in full campaign management
and analysis capability and is now complete. Further implementations
continue to add more breadth in terms of data and incorporate additional
M&S Money source systems.
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