In this regular item we catch up with one of our members...
Claire Hinton, Insight and Strategy Manager of Axis Insight in
Buckinghamshire tells us what they’ve been up to over the past few months,
their thoughts on targeted campaigns and what she’d say to a senior new
business target if she had 30 seconds with them in a lift.
IPM: Hi Claire, thanks for
talking to us. How are things going at Axis Insight at the moment?
busy to say the least! The year is
flying by already, with so much going on.
We are in the process of updating our website and building on some of
our innovation projects on top of the day jobs and new business.
IPM: How is your business
evolving – any interesting developments you can share with
CH: Axis Insight is growing and evolving more
than any of us could have imagined a few years ago. We now have clients all over the globe with
some big ambitions for growth this year.
Our focus this year is to take
our toolkit offering to the next level.
People now are more aware of the importance of data and insight in
optimising resource but we are on hand to help with the how and being able to
keep up with and get ahead of the pace that new data is coming in.
IPM: You mentioned
optimising resource. Just how important is a targeted approach?
In Axis, our mantra is that there is no such thing as One Size Fits All. Everything we do is personalised to get the
best return. By taking an ultra-local
approach, overlaying various sources of data available, from sales to customer
profiles, it means that each activity has the best chance of succeeding and
wasted effort is minimised. Of
course, to really see the benefits of a targeted approach the right measurement
is key. That’s why measurement underpins
our toolkit. We will always work to
prove the effectiveness of a targeted campaign.
Either using EPOS sales data and A/B testing to prove the sales
effectiveness or if no EPOS data is available, we will use the BAM methodology,
conducting customer surveys to measure the change in brand affinity and
predict the impact on future share of wallet. In both cases the aim is to
generate an ROI measure linked to the long-term success of the activity.
IPM: You find yourself in a
lift with a new business target, you've got 30 seconds to make an impression on
behalf of Axis Insight - what would you say and do?
CH: With a personalised approach, the key for us is to get to know our
clients. So we wouldn’t focus too much
on Axis but rather seek to understand more about who we are in the lift
with. Getting to know our clients likes
and dislikes and building that relationship.
Areas where Axis might be able to support would then naturally fall out
IPM: Thanks so much for your
time Claire – have a great day!
CH: Thanks, You too!
If you’d like to get in touch
with Axis Insight, drop Claire a note at Claire.email@example.com