'RM Spring Offers' wins best use of data for RM

RM supplies educational software, computers and services to schools, colleges and universities.

Challenge

Faced with the uncertain economy and increased competition in the educational market, it decided to take a drastically new data driven approach to its marketing, with an aim to reactivating lapsed customers and increasing revenue for underperforming customer groups - and all with a budget of just £6500.

RM had a number of specific objectives it wanted to fill. It wanted to promote its new online shop alongside the message that buying online was cost effective - thus also reducing demands on its own call centre. As part of this, RM needed to overcome purchasing barriers - it had identified through its own research, for example, that purchasers often assumed they needed a credit card to purchase equipment online, when this wasn't the case. RM also wanted to track 100 per cent of its customer activities via Google analytics and internal systems.