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oxford-partnership.com
OTTS Brand: Powerful data for enhanced sales targeting and ROI
An information product of easierdata.com
March 2015
oxford-partnership.com2
Introducing OTTS Brand – improving sales performance and ROI
The UK on-trade is a vast and uniquely complexindustry containing c120,000 outlets.
Their different ownership structures, different offers,different catchments and different competitivedynamics means that no two offers are the sameas no two finger prints are
OTTS Brand provides the data that enables suppliers todeal with these operators as individuals; Whattailoring products and services to complement thespecific needs and aims of the operator.
March 2015sharper thinking for retail mapping
oxford-partnership.com3
OTTS GB: Bespoke sales targeting data
March 2015sharper thinking for retail mapping
See the data on Google Maps: Make geospatial data more accessible
so that anyone in your workforce, from the office to the field, can find it.
Create your OTTS database: Use our data to build a database
which maps the on-trade to your definitions and priorities
Integrate your data: Incorporate your own data including sales
territories, brand coverage, sales trends, CRM data, etc.
Bespoke app for either customer or sales : Use data to drive
loyalty schemes with the trade or for salesforce reporting in field
oxford-partnership.com4
Building OTTS
March 2015sharper thinking for retail mapping
Base data of 120,000 outlets
Audit outlet websites for c2,300 offer-specific phrases
OTTS
Catergorise outlets according to pharase occurence and client aims
Refresh each quarter using both digital and human resources
oxford-partnership.com5
The scale of the OTTS Database – growing eightfold in just 15 months
March 2015sharper thinking for retail mapping
We have collected data from
95,949on-trade websites
We have counted these phrases & words
107,436,256times
We have audited
4,972,351web pages
We have collected
39,789,564key phrases and words
oxford-partnership.com6
OTTS Brand – Mapping the competitive dynamics of micro-markets
March 2015sharper thinking for retail mapping
Extract OTTS data from the cloud to YOUR criteria
Map the data | Identify patterns | Compare & Contrast | Evolve the offer
oxford-partnership.com7
Exploiting OTTS Brand
March 2015sharper thinking for retail mapping
1. Sales targetingIdentify and target outlets which sharethe characteristics of your ‘best-practise’customers. Use unique classifications tobetter create more meaningful prospectlists
2. Performance diagnosticsCompare the performance of differentareas and understand the factors drivingthese differences – consumer profiles, thecompetitive environment, etc.
3. Brand developmentIdentify outlets which share the values ofnew brands or products or which servethe targeted consumer for new productlaunches.
4. Micro-MarketingCreate sales and marketing programmeswhich reflect the individual competitiveneeds of the customer and whichdifferentiate them within their micromarket.
oxford-partnership.com8
OTTS Brand : Brand targeting example – a Latin American Beer for London
May 15sharper thinking for outlet targeting8
We selected 22 relevant words that INDICATE a link to Latin American food or drinkFrom this we have identified a long list of 2,156 records that may have relevance 1,412 are drink-led
1,027 are free trade101 are rated ‘Super Premium’77% are in 10 London Boroughs
oxford-partnership.com9
Accessing OTTS Brand – 3 options
Subscription to the service is via an annual contract of£10,000 per quarter. The database will be customised toconform to your criteria, definitions and priorities
One-off analysis using generic data can be conductedat a cost of £0.50p outlet record
Data licences for online 24/7 access are available at£100 to £125 per month according to numbers issued
Analysis and support resources are available asrequired at pre-agreed daily rates.
March 2015sharper thinking for retail mapping
oxford-partnership.com10
Contact us
March 2015sharper thinking for retail mapping
easierdata.com
Alison Jordan
The Oxford Partnership LtdLancelyn HouseObservatory StreetOxfordOX2 6EWUnited Kingdom
+44 1865316317
+44 7770636109