1. customer data
Max Jolly, dunnhumby 1

2. the loyalty of their customers
a company’s only asset
A company built in a simple premise
Loyalty as a way of business, not a promotion
the loyalty of their customers

3. the customer model The way we deliver value to clients3
the customer model
The way we deliver value to clients
Our brilliant work helps companies put the customer at the centre of every decision.
All our work starts with data. We primarily use sources that reflect behaviour, such as transactions and loyalty cards but also overlay research, media and online data. We then turn this data into data insights that tell us what action to take.
We personalise the experience by enabling our clients to deliver a more relevant offering to each customer, both in communications and in the retail environment, on and offline. This helps our clients demonstrate their loyalty to their customers.
We work with clients to change the organisation, embedding the principle of ‘customer first’ into their everyday decisions and ways of working.
Customers repay that loyalty by buying one more product, one more time. This increases sales and profit margin, or – put simply – grows measurable value for our clients. 3

4. what we have to understand4
what we have to understand
attitudes
drivers of behaviour
behaviours
transactions
profit 4

5. Attribution and context

6. big data to big insight: improving categories
the right product…
in the right store…
for the right customer

7. big data to big insight: 1 to 1 marketing7
big data to big insight: 1 to 1 marketing 7

8. Architecture of serendipity

9. crossing the digital divide9
crossing the digital divide 9

10. 95% of that growth has come from existing customers
from big insights to big results
Fiscal year 2002, total sales $51.8 billion
2010 = $82.2 billion
95% of that growth has come from existing customers