New customer loyalty measurement tool taps Data Republic's marketplace

Customer experience consultancy, Ellipsis, launches first productised data offering off the back of Data Republic's data exchange marketplace

Customer engagement consulting agency, Ellipsis, has joined forces with Data Republic on a new data product offering aimed at helping brands better measure customer loyalty investments.

The Return on Loyalty product is based on anonymised, aggregated transaction-level data from Westpac, exchanged via Data Republic’s platform. It’s designed to give brands visibility on their loyalty program impact in terms of share of wallet, customer segment profitability and loyalty program performance.

Data Republic’s business model revolves around a data marketplace that allows organisations to exchange anonymised data in order to enrich their own customer insights. What brands do with the data is up to them. The pool of data is supplied by a range of organisations in the finance, retail, insurance and automotive industries including NAB, Qantas Loyalty and Westpac.

The partnership with Ellipsis represents the first productised data offering from the group to be built off the back of this marketplace. Other third-party productised offerings off the back of Data Republic includes snapshot, a basket insight report for FMCG marketers, and Retail Benchmark, an insights tool. Both are from Koji.

Ellipsis managing director, David Parsons, said the aim with Return on Loyalty is to give organisations a richer and more reliable level of insight into the behaviour of their customers. This will help brands make more informed strategic decisions around customer churn, increasing customer lifetime value and the Holy Grail of marketing: Better ROI on spend, he said.

Parsons told CMO the product would particularly suit organisations that don’t have a lot of first-party customer data themselves, and who can benefit from the insights gleaned from other more insight-rich sources, such as Westpac. He highlighted retail, entertainment and leisure sectors, as well as companies with large customer basis, as key targets.

One of the big problems brands have as they look to better retain customers and build advocacy is the lack of metrics and measurements at their disposal, Parsons said. Ellipsis is a consulting group focused on helping brands improve customer experience management and offers services around customer journey mapping, design and segmentation, loyalty programs optimisation and marketing technology management.

“We’re concerned at the lack of certainty with both current measurement approaches and the impact of investments in the wider market,” Parsons said. “By analysing a broad selection of data on banking transactions and spending habits with the data Republic platform, we are able to provide a clear picture of how consumers are engaging with loyalty marketing campaigns and the returns companies can derive.”

With the highly anticipated arrival of Amazon in Australia, Parsons said the data offering could also help other retailers compare the impact of the new competitor on customer loyalty and their customer lifetime value.

"The data product is relevant for any consumer facing businesses of scale, where investments in customer retention and loyalty are significant," Parsons continued. "These investments could be in the form of loyalty programs or more traditional marketing promotions and campaigns. Retail is of interest to us as there’s been a lot of speculation recently regarding the impact of Amazon, Decathlon, Aldi and other foreign raiders. We’re particularly excited about being able to help the incumbent players in these categories understand the type of impact that increased competition is having on their customer base."

Data Republic chief analytics officer, Steve Millward, flagged Ellipsis’ experience in customer program and experience management as a key reason for the partnership.

“Understanding the impact of major strategic investments, like loyalty programs, has always been difficult because businesses could not access the required transactional data to close the loop on reporting,” he stated. “Ellipsis are absolute experts when it comes to customer success and loyalty insights, so we’re very proud to be enabling them to bring this data product to market.”

Data Republic has struck a number of partnerships over the past 12 months as its looks to extend its data exchange offering in Australia. In February, the provider partnered with CoreLogic to bring its property and mortgage insights data around more than 4 million property decisions makers into its Open Data Marketplace, opening up fresh opportunities for marketers to leverage property intent insights as part of their marketing activities.

In November, Nine also signed a deal with Data Republic aimed at improving its audience targeting capabilities. That deal allows Nine to access targeted grocery buying segments by tapping into in-store transactional data from Australia’s largest independent grocers’ loyalty program recorded over the past five years.

The deals followed a $10.5 million cash injection into Data Republic in its first major fundraising round in May 2016, led by Qantas loyalty, NAB’s venture capital fund, NAB Ventures, and Westpac’s Reinventure Fund. Data Republic was established in 2014.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu    

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

the systems that run these things are teachable just like a car, theres stuff still yet to come out to bring up the automation grade, b...

Magnus Robert Carl Wootton

Fear not: It's only a robot - Big data delivery - CMO Australia

Read more

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

Latest Podcast

More podcasts

Sign in