The Client: Cookson Precious Metals

Cookson Precious Metals is the UK's largest one-stop shop for the jewellery trade, supplying products including gold, silver and platinum bullion, ready-made jewellery, findings and jewellery-making tools.

The objective: To drive the company's marketing strategy through analytics based on true insight and customer understanding.

The solution: The development of a bespoke customer segmentation solution across the client base consisting of B2C, B2B and SOHO customers, as well as a multi-product propensity model to work alongside the segmentation to help identify and accelerate new customers.

In application, the segment strategies allocate appropriate proportion of marketing spend to the current and future value of each segment, including channel usage, product offer and a loyalty programme. Segment migration analysis is used to track the success of these strategies and measure segment growth over time.

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