B&Q Management Information

B&Q required to measure the effectiveness of its campaigns against sales and to generate marketing data for future use. The client had a ready source of information which was sales that utilised their home delivery service. This data was collected from three channels, On-line at DIY.com, over the phone to a call centre and in-store.

B&Q had an existing segmentation system and they were looking to develop a new lifestyle segmentation which would sit along side the existing sales trend segmentation. This new segmentation was created by creating models which looked at the type of people, their length of residency, their type of house and their sales patterns.

The result was seven segments that related to the household lifestyle, with this and the existing sales trend segments allowed for more targeted marketing.

B&Q also wanted weekly trend information on sales in stores, by the two segmentations systems and views of how the data was moving within the sales trend bands. This was done by posting weekly reports to a secure web service where the client could view the current reports and the history.

Security was a paramount concern, so the movement of data was achieved by a double encryption solution over the internet.