Main News Desk

British Gas to fuel customer growth with better targeting

EMB Marketing Sciences identifies most profitable communication channel mix

September 29, 2008

British Gas will work with EMB Marketing Sciences to optimise marketing spend across all channels – increasing customer growth without increasing cost. As a result, British Gas will be able to make accurate predictions using media models to improve the accuracy of forward planning and identify the best mix of media.

Specialists at EMB Marketing Sciences, the marketing analytics consultancy, will develop customised household-level media models and media optimisation software for British Gas. “Previously our processes haven’t looked across all the communication channels we use, and weren’t allowing us to compare the success of different channels,” commented Carlos Soares, head of customer insight at British Gas. “With EMB Marketing Sciences we will identify the most effective channels down to the level of
individual customers.”

Soares added: “We have marketing processes in every channel possible. If there’s a channel out there that we’re not in, no-one’s found it yet. EMB Marketing Sciences provides a thorough approach as it analyses all customer activity in all markets. We believe it will give us greater confidence that we’re working to best effect in all channels.”

“EMB Marketing Sciences combines technical ability through its powerful analytic tools and knowledgeable people, which results in a unique, tailored and consultative approach,” commented Ian Liddicoat, managing director at EMB Marketing Sciences. “Many companies aren’t using their customer data and information effectively. We plan to give British Gas a comprehensive insight into its customers and marketing channels for forward planning. The detailed modelling allows for more scenario planning to take place which will increase the number of valuable customers retained in the long run.”

Soares continued; “This project aims to ultimately reduce the cost of customer acquisition. All energy companies are under increased pressure from online switching sites and there are so many different ways to target customers. The results will enable us to implement effective forward campaign planning across all channels, so that we’re increasing the number of profitable customers for the same marketing investment.”

About the company

Launched in 2007, EMB Marketing Sciences (http://www.emb.com) combines strategic marketing, technical and analytical skills to enable companies to understand customer behaviour and optimise communications for outstanding customer service. Sophisticated actuarial modelling techniques and proprietary software tools are deployed to manage customer data to ensure that all direct response and brand marketing activity delivers value. Operating with impartiality, EMB Marketing Sciences advises companies in financial services, insurance, telecommunications, utilities and retail around the world, including leading UK brands such as esure and British Gas.

Contact details

For more information, please contact Anna White or Lorna Hughes at LEWIS, the PR agency, at:
Tel: +44 (0) 20 7802 2626
Fax: +44 (0) 20 7802 2627
Email: embuk@lewispr.com
Web: http://www.lewispr.com

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