Discover the Hidden Secrets of Your Data

Is your data keeping secrets from you?

Everyone talks about the importance of customer data. We are guilty of it ourselves, right here on our website! Try Googling ‘the value of data to your business’ you’ll get over 2 billion results. Similarly, the news (made gospel this year by The Economist) that data is now a more valuable commodity than oil will turn up over 5 million results. 

So, you might be surprised to learn this; unless you can properly interrogate, unlock and reveal your data’s innermost secrets, it may not be worth quite as much as you think. In fact, it could even be misleading you. Because only when you’ve shaken every last truth out of your database can you be totally confident in every marketing decision you make and maximise the ROI from your marketing spend.

15 years of truth-seeking

We founded trueology in 2005 to help our clients make decisions informed by engaging, inspiring and unique insights. By thoroughly analysing our clients’ databases, we’ve been translating what we find into immediately actionable plans, all based on their customer and prospects’ transactional behaviour, engagement and lifetime value. 

As you’d expect from data-obsessives, our approach is very methodical. Whether our client is a global corporation or a growing membership organisation, our work always begins by immersing ourselves in existing data and delivering what we call ‘A state of the nation’; a rounded view of your customers or supporter base. From here it’s possible to segment your database and provide the ammunition needed to develop strategies that help to acquire, retain, grow and even win-back customers or supporters. 

Reap the rewards

From raw data can come much richer information and hidden inside your transactional data there could be a much bigger story waiting to reveal itself. To move from a purely transactional segmentation, to an enhanced attitudinal view of your customers takes time and investment. It will also pay you back for your efforts, but how far you go is up to you. 

Customer Research

One of the biggest growth areas in our business right now is customer research. Effectively combining ‘the qualitative and the quantitative’. To uncover all the secrets of your data, we typically combine our customer analytics, segmentations and models with formal research in the form of online surveys or focus groups. We provide a fully managed research service and can take care of every aspect of your online surveys from design, hosting and analytics and we will work in partnership with you to design the optimum approach

Focus Groups

Even greater nuggets of information can be found through focus groups, enabling deeper exploration of motivations, needs and wants. We can handle all aspects of this including development of the topic guide, recruitment of panels, moderation and incentive fulfilment.

Whether it’s building models to predict customer behaviour, creating a segmentation for targeted marketing, or wrangling multiple data sources into a valuable analytical dataset, this methodical and collaborative approach ensures we are turning out truly actionable and, as one of our clients recently found, often surprising insights. (In their a case , an entire segment of their target audience and revenue stream that had previously been untapped.)

“The work we collaborated on with trueology, has directly informed and improved our membership understanding and retention. Their ability to deliver integrated analytics, modeling and research (using focus groups, online surveys and sentiment analysis) ensures that insights are clear, relevant and actionable; meaning that they are easily integrated into our member strategy and day to day activities.” John Cottrell, Head of Membership, CAMRA”

Look even harder

In light of GDPR, many organisations (especially charities) have been understandably reluctant to use 3rd party data to further profile their customers. But this is a key area we continue to guide our clients through, ensuring you gain valuable extra insight whilst remaining fully legal and compliant.  

Overlaying 3rd party data on your own data can help you understand more about the demographic profile of your existing customers, supporters or members and enable you to identify lookalikes and, potential new customers in the market. We can help you here and can almost always uncover insights that are hiding away in your existing database. 

Resident Expertise

Our Development Director David is especially well-placed to help you understand how your existing data can be enhanced by 3rd party data to increase the effectiveness of your comms and meet your strategic objectives. Having grown customer portfolios at Zurich, Lloyds, Goldfish and the AA, he honed his experience of data and analytics during his 5 years with Experian. He’d be delighted to advise you on how using 3rd party data such as media consumption, demographics and lifestyle can help you get under the skin of your audiences and communicate with them in a much more targeted way. It’s one of the reasons why we’ve become one of the UK’s leading specialist agencies for membership organisations.  

We can work collaboratively with you to reveal the secrets your data is almost certainly keeping from you, (We are called trueology after all.) 

Together we can really increase your data’s worth and use it to shape and support your marketing decisions. Who knows, maybe one day we’ll both make a story in The Economist! Get in touch