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Data Gathering- A Case Study

This client, a renowned international brewer needed to build a digital platform to gather 1st party data of consumers who attend the client’s brand activations. The client wanted to be able to use the 1st party data to assemble custom audience segments for future brand activations and other marketing efforts.

Objective

To obtain 100,000 consented first-party data from customers.

Business Challenge

With the CBN introducing the financial inclusion programme, there was a huge opportunity for customer acquisition and increased market penetration. However, this opportunity was not fully exploited by the bank. With majority of the 60 million unbanked Nigerians offline, the bank needed to find a way to sell its USSD banking to this segment and recruit more customers, whilst achieving the financial inclusion mandate of the CBN.

Approach

  1. A strategy on how best to access the brands’ customers for the purpose of data gathering was mapped out.
  2. A USSD short-code was generated for ease of use and accessibility by persons in different socio-economic groups.
  3. This code was distributed to large audiences at the brands’ events and via our the Terragon Smart Survey Solution.
  4. Survey respondents were then uploaded to the Customer Data Platform for further enrichment and segmentation. Surveys were taken by attendees at events with responses recorded in real-time.
  5. Frequent reports were shared with the client in near real-time to enable them to make decisions on their brands and propositions in a good time.

Results

Consented first-party data was collected from 100,000 customers.
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