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High Street Giant Runs Data Pilot With Scottish Firm

Brian Baglow


BDFH Arcadia Group Pilot

Arcadia Group will run a six month pilot of The Customer Graph in its Topshop, Topman and Wallis High Street retailers to gain customer insight and deliver personalised marketing campaigns.

Big Data for Humans, the customer insight and marketing automation provider has added UK high street retail giant Arcadia Group to it’s growing client list.

Arcadia will use the capabilities of BDfH’s The Customer Graph to provide deep, dynamic understanding of customer behaviour and lifecycles, in addition to its rapid deployment timeline and focus on cross-channel measurement.

Arcadia Group will now run a six month pilot of The Customer Graph across its Topshop, Topman and Wallis high street stores to gain customer insights and deliver highly personalised customer marketing campaigns.

Granular Customer Insight

Big Data for Humans, which counts Selfridges, Swiss luxury department store Jelmoli and the Malaysia-based Melium Group amongst its clients, puts data science into the hands of marketers within retailers through a single, simple interface. This allows them to access granular customer insight and create personalised omni-channel campaigns with an increased return on investment.

Sheila Power, CSO of Big Data for Humans commented: “The Arcadia Group is a significant win for our business. It presents our team with an exciting opportunity to work with some of the retail sector’s best brands and operators, and to demonstrate the capabilities and results that are possible with The Customer Graph.

“High Street fashion is a fast moving sector, and as marketers contend with ever more complex data streams, our solution allows business teams to quickly and easily gain highly granular insights and convert these into action, resulting in groundbreaking results in the way they sell to their customers. We are very much looking forward to working with the Arcadia Group in the months ahead to deliver some compelling results for their business.”

Smarter, More Targeted Marketing

Arcadia Group’s Simon Pritchard said: “Our ambition is to deliver much smarter, more targeted marketing activity for Topshop, Topman and Wallis, and Big Data for Humans’ solution facilitates that in a very retailer-friendly fashion.

“With The Customer Graph, we’re getting closer to our customers than even before, combining online and in-store data in a way that has not been possible before, and we have high hopes for the results it will generate during the pilot.”

Customer Obsession

Peter Ellen, the CEO and co-founder of BDfH, told DIGIT: “As marketers fuelled by an obsession with customers we enjoyed first hand success through running customer centric marketing plans, but as technologists we knew how hard it was to execute on their data.

“So we discovered a way to automate actionable customer insights using networks and founded Big Data for Humans so any marketer can deploy the technology. The results have been incredible!”

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Brian Baglow


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