yBC.tv's video: Revealing the truth about customer behaviour

We worked with a, a betting and gaming company, that had been an offline betting and gaming company, with Bingo halls all over the country. And they'd migrated online. And they had two million customers online. And they were monitoring the online business in exactly the same way that they monitored the offline business. They said well, we've got two million customers who are transacting with us, the average transaction per customer is twenty five pounds - sounds fantastic, that's a lot of money - but we analysed the data that they had that lay beneath, and ninety one per cent of the revenue was coming from four hundred customers out of two million. One lady in Warrington was spending a quarter of a million pounds a year on scratch cards online. And in the meeting - and I guess it's part of our challenge as an external organisation going in and telling people that, telling businesses this, that in the meeting, the chief executive went as white as a sheet and and the business, the part of the business that we're telling him that they were being incredibly successful with two million customers, were also getting very concerned about the messages that we were giving about the way in which they needed to redirect their marketing effort, away from trying to target a load of people that actually in reality weren't going to transact with them at all and onto a few people that actually if they walked out of the building, the business didn't exist. So understanding data, understanding the volumes of data but also being able to be disassociated from the business somewhat, so you can say 'ok well you think your customers are doing this, but actually from what we see they're doing a whole heap of other things that you might have missed'. Paul Alexander, Group CEO, Beyond Analysis Interview via Harvey Thorneycroft http://harveythorneycroft.co.uk/