TalkTalk and Lloyd James Take Home Data Strategy Award

In the fiercely competitive telecoms market customer acquisiton strategies need to be fine-tuned frequently. TalkTalk wanted to maintain and improve DM sales to its entry-level product while also reducing overall cost per action.

Lloyd James created a dynamic predictive analysis model which is designed to be flexible and can be updated when new data is available. The model was designed after a series of workshops were undertaken to establish business objectives. Alongside this, a comprehensive analysis of the data sources available in today's marketplace was undertaken in order to access the breadth of data required to enable a unique predictive model at individual and household level.

The model enables TalkTalk to target prospects with the highest propensity to buy the product as a result of DM. Tests have proved that the model signfiicantly out performs control data with an average 27% uplift in sales over a 12 month period.

The Data Strategy Award judges commented on the complexity and sophistication of the data modelling in this entry and praised the way in which analytics were leveraged to drive targeted acquisition.