As such our remit was broad covering, strategy, data, insight, technology, content, campaigns, measurement and forecasting. We were based in ASDA sitting with The CRM team and were treated like one of their own.
One of the key initiatives we undertook was helping marketing to understand the “true ROI of CRM Marketing”. Previously CRM Marketing was only measured by online sales as these could be directly tracked but through a series of data analysis and insight projects we established the impact CRM Marketing was having on instore sales too.
This allowed us to report a much higher ROI within the business.
We were also responsible for developing a number of strategies and activities that positively impacted on customer value.