Analytics maturity assessment for a market-leading publishing company
How a market‑leading publishing client used our PRISM analytics maturity assessment framework to audit and develop their data capability, grow their known‑user base, boost email engagement, and embed analytics‑driven decision making across their business.
Case Study: Analytics maturity assessment for a market-leading publishing company
Results
4-5x
Increase in client's known-user database
25%
Increase in average email open rates
Processes for self-sufficiency with analytics delivered across the organisation
The Challenge
A class-leasing US scientific publisher wanted to accelerate their investment in marketing automation through effective use of analytics.
Operating within a complex data-ecosystem with complexity across their part company, our client wanted to leverage opportunity through a structured approach to analytics to help them reach customers more effectively through data.
Practically focused, the client did not want a roadmap for change: results-focused they were looking for a programme of change with clear delivery across the timeline.
The Solution
The Lynchpin approach
Recognising the need for a scalable, actionable analytics strategy with short term, achievable and practical deliverables, we offered the client our PRISM analytics strategy product.
The Lynchpin PRISM model is a proven methodology which focusses on 5 key value drivers which we have assessed as being critical to the success or otherwise of analytics across any vertical.
Information: Data quality, governance, agility, controls, access
Skills: Capability across the teams, domain knowledge, support structures
Measurement: Metrics, KPIs, alignment to business, definitions
Lynchpin PRISM engagement
Working with the client team, Lynchpin conducted detailed Interviews across all relevant stakeholders to determine baseline and internal perception of analytics
Lynchpin then applied scoring across 5 dimensions (and 20 sub categories) – objective
From the interviews, we completed scoring across 80 key questions – subjective
From them, Lynchpin developed an action plan and recommendations with impact assessment to advance analytics maturity
Step 1: Discovery
Critical to the development of a comprehensive analytics strategy that doesn’t just sit in a document is the ability to engage and inspire those involved.
Our team of consultants interviewed staff in 1:1 sessions exploring themes across analytics, data, insight and reporting to get to the heart of the issues within our client’s organisation.
Step 2: Analysis
From Lynchpin being at the forefront of digital and customer analytics since 2005, we were able to take the inputs from the client and create a detailed assessment of core analytics drivers across 20 dimensions.
Step 3: Roadmap for change
Applying the results of the detailed assessment to the core commercial objectives of the client, we established a complete analytics strategy, giving complete clarity to evolving analytics and delivering a plan to achieve the goals set out in the project.
The role of business process management for analytics
Success for the client was contingent on the development of new processes and workflows to enable data-driven decision-making to embed naturally into BAU activity.
As part of the PRISM engagement, Lynchpin developed a series of processes and workflows which maximised opportunity to use data and to get stakeholders engaged in sharing insight, collaboration across functional teams and trust in the accuracy of data and analytics.
The role of business change management
Working with the key stakeholders, Lynchpin ensured the processes developed through the PRISM engagement were successful, transformative and durable through a detailed and long-standing change programme.
The Lynchpin approach to change management relies on decades of experience in understanding how to place the ‘human in the loop’ and to harmonise relationships across individuals and teams so that the role of data within decision-making processes in permanent and sustainable.
Through regular PRISM ‘health-checks’ we are able to validate and pro-actively determine the best actions to take to support a data-driven mindset for the client.
The Results
Using the Lynchpin PRISM approach, the client was able to identify a long-term roadmap for data and analytics.
Lynchpin were able to audit, validate, enhance existing processes and develop new processes to enable the client to become self-sufficiently data-driven, resulting in a transformative approach to analytics.
Lynchpin were able to support the client aspirations to accelerate and enhance marketing automation though a marketing data strategy that allowed the marketing team to engage with customers real-time and to grow the known-user database from 10% to 54% of the total marketable base.
Through enhanced marketing automation and capability, Lynchpin were able to support a more granular customer segmentation – combined with a data-model to support tailored execution, the personalisation of marketing comms resulted in an average open rate increase of 25%.
Lynchpin help us unlock the millions of data points we have and turn them into valuable insight, which we use on a daily basis to improve our traffic, customer journey and sales performance. Their data scientists don’t just support our internal data and analytics team, they are genuinely commercial and committed to understanding our business, which means the outputs are always in line with our company strategy!
They have worked alongside us for ten years to support our data maturity and had a major impact in turning us from a company with data, to a data driven decision making company. We value our relationship with Lynchpin and fully expect our partnership to be a longstanding one.John Donnellan, Senior Director of Digital Strategy, Operations & Marketing, Canon EMEA
For over eight years, Lynchpin have provided expert support across the web analytics’ piece for John Lewis Finance. Whether it’s building actionable dashboards, advanced reporting and visualisation, deep dive analytics, data engineering and tagging specs, or designing complex attribution models, Lynchpin prove themselves again and again as highly experienced and competent. They have led and driven our analytics strategy and played an essential role in our business growth. Highly personable, their consultants are well known within the office and I would recommend them as a trusted 3rd party business partner.Adam Taylor, Partner & Web Manager, John Lewis Financial Services
The PRISM model guides organisations and marketers to move towards not just identifying and satisfying customer requirements, but using data and analysis to anticipate and predict their needs.Michelle Goodall, Social Media & Digital Transformation Consultant, Econsultancy
We have partnered with Lynchpin for several years now and they have played a key role not just in delivery of day-to-day and project-based initiatives but also in development of our solution design and data collection architecture. Lynchpin’s depth and breadth of expertise and experience as well as their non-partisan ethos – not being tied to specific solution providers – has enabled us to understand both the benefits and the potential pitfalls of different solutions and designs. As a result we have very solid data quality and that’s reflected in the quality of the insight we are able to serve to the business. The team at Lynchpin are flexible, supportive and great colleagues to have. They are a highly valuable part of the extended LexisNexis team.Michele David, Lead Product Owner, LexisNexis Risk Solutions Group
Over the past 5 years, I have worked almost continuously with Lynchpin on various data engineering and analytics projects. They are adept at navigating complex business requirements and helping you to really ‘look under the bonnet’ and understand the power of your data.
We have a great partnership with the team at Lynchpin, they are a valuable support to our business strategy with their extensive experience and knowledge of data engineering.
Throughout a complex website re-platforming project which combined a standard and subscription customer proposition, Lynchpin helped us build an analytics infrastructure which not only met the brief it also went that extra mile to future-proof us.Michelle Corp, eCommerce Director, Lily’s Kitchen
We have enjoyed working with Lynchpin for a number of years now and they very much feel a part of the team. Their in-depth analytics expertise and experience, alongside the ability to fit in with our ways of working have proved invaluable to us.Adnan Chaudhry, Vice President of Marketing Analytics, Research & Planning, Emirates
More client success stories
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If you’d like to explore how we can help, please get in touch with our data and analytics consultants. We don’t have salespeople and your first point of contact will be a subject matter expert from our leadership team.
