How Joules improved customer data quality to drive profitable acquisition

How Joules improved customer data quality to drive profitable acquisition Duncan is an award-winning researcher, with 20 years experience of analysing the technology industry, specialising in cloud computing, edge computing, blockchain, cybersecurity and marketing technology.


As a premium British lifestyle brand in an ever-changing retail landscape, Joules needs to ensure that every aspect of its marketing efforts is market leading.

The problem:

Joules wanted to improve its customer data quality, drive profitable acquisition campaigns and deliver insight to enable the segmentation of the Joules customer base.

Previously work of this nature was conducted by a third party with the data and systems held externally to Joules. Joules needed this to be held within its own ecosystem to ensure that data could be accessed quickly and effectively. It was also imperative that data remained clean, compliant, and actionable at all times, so campaigns and projects could be delivered effectively and efficiently. In addition, Joules wanted to continue its ecommerce and customer growth.

The solution:

REaD Group provided several services in support of the Joules objectives.

  • REaD Cleanse – to ensure that all Joules data is cleansed against the leading UK suppression files.
  • REaD Enhance – to enrich the Joules customer base and increase the depth of information to include key lifestage indicators. This included the provision of Intra – REaD Group’s geodemographic segmentation solution.
  • REaD Prospect – Using REaD Group’s professional services team, REaD was able to build a bespoke acquisition model to ensure the most relevant customers were included in direct marketing activity. REaD also analysed data at a postcode level to deliver the most effective partially addressed campaigns.

The result:

The Direct Mail and PAM campaigns have been very successful, driving strong response rates and healthy payback on investment. Each campaign’s responders are fed into the next model build, continually refining the targeting so that REaD can continue to deliver strong results campaign after campaign for Joules.

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