The challenge

A global retailer aiming to build a customer-driven future found a challenge in establishing the foundations for a globally aligned data strategy, ensuring the most effectiveness and efficiency within current capabilities, as well as planning for future progress in maximising the benefits of additional investments.​ ‍

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Our approach

Extensive research was conducted to evaluate the client's current technological landscape and talent capabilities. This allowed for the development of a strong business case that demonstrated the advantages in advancing, optimising and leveraging their existing customer data to further build competitiveness in the market.​

The problem was broken down into three stages: data acquisition, data analysis and data activation. Once defined and using the DVF model - assessing their desirability, viability and feasibility - a prioritised list of use cases was created, allowing for identification of quick-wins and strategic opportunities, as well as other tangible deliverables.​

Additionally, the prioritised use cases were presented in a practical scenario view, showcasing the relationship between the customer journey and internal business milestones to achieve success and optimise processes. ​

The work was supported by the development of clear Customer Data Strategy objectives, and identification of recommended metrics for progress assessment. A cross-collaboration proposition was also provided to make the strategy immediately actionable across multiple domains, ensuring its untroubled progress in the future.​

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‍The results

The team delivered a comprehensive Customer Data Strategy for the client, setting data-driven fundamentals as well as outlining the immediate quick-wins and showcasing strategic opportunities, including key capabilities and milestones needed for achieving success. ​

The project enabled the client to advance its data-driven approach, and have revealed that they are more confident, agile and competitive in their market as decision-making is now based upon concrete data, not vague ideas or feelings.​