We supported Virgin Media’s sophisticated sales functions in designing more effective target marketing, partnership structures and pricing strategies within the residential property sector.
Strategy and insight
Virgin Media supplies broadband and TV to millions of UK homes via connections to its subterranean cable network. Extending the cable network is expensive and disruptive as it involves digging up roads. Virgin Media wanted to establish partnerships with developers and private rental sector investors and strike bulk deals to offer broadband to groups of residents.
Virgin Media needed to deepen its understanding of the structure of the UK property sector, including development activity and ownership and to extend its industry contact network. Dataloft acted as an out-of-house research resource on the residential sector to Virgin Media.
We devised a 10-stage research programme specifically for Virgin Media, supplying intelligence on tenure, pricing and scale of the UK’s housing stock across the nation as well as work to explain the structure of the property industry, key players, development activity and the emerging private rental sector. Our work supported Virgin Media’s sophisticated sales functions in designing more effective target marketing, partnership structures and pricing strategies and we attended monthly team meetings to report on progress and share findings.
Our work also fed into Virgin Media’s in-house propensity modelling of housing markets by providing evidence to substantiate assumptions.
Our work included some particular technical skills in managing and coordinating large datasets. We were also able to use our experience in the property sector to add insight to publically available data and to use our networks to connect key people. Other tasks involved building spreadsheets to store and share data; mapping distributions and using geographical analysis to build intelligence on subsets of the housing market and modelling the distribution of future supply by location and supplier.
We worked closely with Virgin Media for over 12 months from January 2016 to February 2017, in a partnership that was instructive, enjoyable and mutually beneficial. The relationship remains strong and we hope to be able to help them again in the future.