Flytxt and Experian generate extensive consumer insightFlytxt and Experian, the UK’s leading provider of people classification systems, today announced results of a customer profiling exercise for Pot Noodle with customer data gathered via mobile text campaign. It is the first time customer analysis and profiling has been conducted using data from a mobile initiative.

Data generated from Pot Noodle's incredibly successful on-pack horn text 'n win promotion carried out by Flytxt, was profiled using Experian's people classification system, MOSAIC*. This enabled Pot Noodle to gather marketing intelligence on its customer demographics and behaviour, which will prove invaluable to the planning of future marketing campaigns.  The horn campaign created a database of more than 190,000 consumers. 

Inside each pack of Pot Noodle was an insert telling the consumer whether they'd won a Pot Noodle horn. There were over 1 million winning unique codes.  The consumer then texted the unique code, their name, house number and postcode. Using Flytxt's Mobile2mail** product a bounceback was sent to them confirming their address.  With this information Flytxt automatically matched respondent's addresses against the electoral role and post office

database.  To further analyse data, MOSAIC and other tools were applied to profile consumers by general characteristics such as age and family unit and by their likely behaviour as well as identify the geographic areas from which respondents originated.  Their media preference was also identified.

 

Rachel Broad, Brand Manager from Pot Noodle said: "We’ve got plenty of useful data and all from an inbound text! We're really pleased with the work carried out on the Pot Noodle database, particularly because it's an analysis of a group of people who we know for certain have bought and interacted with our brand rather than a general cross section of the population.  The findings have helped us in two ways.  Some of the results are not surprising or new but confirm what we already understood about our target audience, which is in itself a useful exercise.  Secondly and most importantly certain results provide us with new and exciting data that we intend to use when forming future direct marketing campaigns.”

 

Pamir Gelenbe, co-founder and Director of Corporate Business Development added: "This is a big step for mobile and the retail sector.  It's the first time we've done this kind of market analysis and profiling.  Mobile is now so much more than a convenient quick interaction with a consumer but is becoming a strategic consideration for any self respecting consumer brand

and we are breaking out of the on-pack promotional marketing 'type cast'

that mobile has been somewhat restricted to over the past few years. Pot Noodle is leading the way with this kind of activity

 

Jason Ablett of Experian concluded: "I am delighted that by combining Pot Noodle respondent information with our market-leading segmentation and data tools, we have been able to add colour, depth and richness to the client customer file.  In doing so we have enabled the client to better understand the lifestyle habits, motivations and channel preferences of their proven customer base."

 

- Ends -

 

Notes to Editors:

 

MOSAIC*

 

Mosaic UK is Experian’s award winning people classification system. It classifies the UK population into 11 main socio-economic groups and, within this, 61 different types. Mosaic is also a global consumer classification tool and is available in 23 major countries. It classifies more than a billion consumers worldwide, covering a third of the surface area of the Earth and is available in all of the world’s most prosperous economies including China, North America, Europe and Asia Pacific.

 

Mosaic is used in the commercial sector to analyse potential and existing markets for products and services. It is deployed by retailers and property investors as a key tool for site location.  Mosaic is used in the public sector in the UK for a range of applications and is an excellent predictor of many economic variables such as incomes, spending characteristics and housing demand.  The police use Mosaic to identify neighbourhoods at risk of burglary and other household crimes. The health service uses Mosaic to map and analyse vulnerability to a range of medical conditions and the Fire Service uses Mosaic to identify households most at risk of fire.

 

Mobile2Mail**

 

Flytxt’s Mobile2Mail allows consumers to request catalogues, brochures, forms or product samples via the mobile phone.  Direct marketers can use it to capture intelligent data, enhance fulfilment and run direct marketing activities over the mobile.

 

About Flytxt

 

Flytxt, the mobile marketing services provider, has become synonymous with quality and innovation within the mobile marketing and content industries.

Incorporated in 2000, Flytxt founded the phenomenon that has become “mobile marketing” today and has since also become the provider of choice within the mobile content sector. Flytxt’s clients are the leading brands from across the media, entertainment, FMCG, retail, leisure and mobile operator sectors. Its technology has delivered some of the most complex mobile programmes that the industry has known.

As a founder of the Mobile Marketing Association (MMA), Flytxt is dedicated to ‘permission-based communication’ and is sensitive to consumers’ privacy.

 

For further information please contact:

Paola dos Santos on 07968 593 037, This email address is being protected from spam bots, you need Javascript enabled to view it email address is being protected from spam bots, you need Javascript enabled to view it