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User Interface

Case Studies

Delivering Personalisation at
Scale.
From experimentation to embedding AI personalisation as a strategic priority.

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Problem to solve

Despite a large contactable customer base, marketing comms were untargeted and low priority relative to 'broadcast' communications.

​Skepticism of Personalisation was reinforced by a fear that it would add complexity, with prior initiatives stalling at the pilot stage.

 

Approach and outcomes

  • A brand aligned articulation of personalisation translated a 'concept' into focused customer experience improvements

  • A co-developed roadmap of use cases created tangible solution descriptions of what and how personalisation would be delivered

  • An assessment of the capabilities identified the process and technical capabilities required to scale personalisation delivery.

  • Quick win solutions proved the value and built confidence.​

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Client testimonial

"As one of our 5 strategic priorities...we know that personalising the customer experience will result in more engaged customers, higher sales and lower customer retention costs".

Divisional MD, Investor Briefing Day

Embedding customer analytics into product management.
Realising the strategic potential of data by applying advanced analytics to decision processes.

UNKs original bottle on white shelf_edit

Problem to solve

Advanced analytics in targeting marketing was used to deliver material sales growth, yet the use of analytical insights for product management was ad hoc and tactical.

 

Approach and outcomes

  • The first step was to layout how data-led customer insights would align to the levers and key decisions of product managers.

  • Analytical solutions were developed to show how prior decisions could have been improved through their use, so building both awareness and confidence.

  • The analytics and visualisation solutions were refined based on product manager expertise and ways of working, balancing the user reality and analytical sophistication and excellence.

  • ​The solution was 'hardened' to become an enterprise-grade analytics tool aligned to key decision processes, resulting in wide-spread operational adoption, delivering significant value and improving supplier collaboration.​​​​

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Client testimonial

“Advanced analytics is key to improving the experiences, ranges and services we provide to our customers and the support we provide to our teams and suppliers. The way we gather data, interpret it, and protect it, is becoming ever more important”.

Group MD press release

Enriching operational expertise through analytics.
Building operator trust in new AI decision-support tools that materially increased chemicals production.

Image by Lalit Kumar

​Problem to solve

​Historically, improving chemicals processing output was through operator expertise and increasing levels of scarce capital investment, risking ROI. Previous data initiatives had stalled as operators did not believe how 'analytics' could improve on their learned experience.

 

Approach and outcomes

  • By understanding their approach and framing analytics in their world, showed how analytics could replicate their expertise.

  • A co-developed analytics decision-support tool demonstrated where and how it enhanced their judgement and become part of their processes.

  • The implemented solution delivered a material increase of output and then rolled-out across related production facilities.​​

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Client testimonial

"Record overall production (of nitric acid) achieved through continuous improvement and investment in data analytics".

GM Chemicals Production, Investor Strategy Briefing Day. 
 

Realising the strategic potential of group data assets.
Overcoming divisional reluctance to deliver a shared customer data as a strategic asset and capability.

Image by WeLoveBarcelona.de

Problem to solve

The group's divisions used their customer data to improve sales, yet the significant potential from a group wide view of customers was blocked by data governance and competitiveness concerns.

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Approach and outcomes

  • Engaged the Divisional MDs in the vision of value to their divisions of the shared asset, securing agreement to a 'charter' for the sourcing, hosting and use of a shared data asset

  • Deployed a Snowflake data platform solution with granular governed and efficient data sharing, to build trust and ease of data sharing (a solution that divisions subsequent adopted for themselves).

  • Built a conformed data model with 1.7bn customer touch points and 13m known customers, with advanced analytics based customer attributes that enabled divisional use for marketing and category innovation.​​

  • The platform was evolved to enable a group-wide subscription scheme, manage group employee benefits and deliver group internal auditing.​

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Client testimonial

"A market leading data and digital ecosystem is now one of our top 3 strategic priorities".

Group CEO, Investor Briefing day

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