Data marketing and the ECO / Green Deal markets are worlds apart, yet have one thing in common - both can be highly complex and a minefield if one, or both are not understood.
With many years data marketing experience behind me, I first merged the two in 2011 when I first recognised the potential of a residential Off Gas file if promoted to the installer market.
When the solar market collapsed, ECO was around the corner and I quickly familiarised myself with the requirements of HHCRO, CERO and CSCO and developed a Property Age file which, alongside the Off Gas data. would help target older, harder to treat qualifiers.
- andy.chesterman@intermedia-global.com or call me on 01234 831000 or 07900087717.
2014 brought the launch of the RHI (for which Off Gas and now B2B Off Gas is particularly relevant), the new 25% CSCO areas and Green Deal Home Improvement Fund. The former is complex and has resulted in a bespoke file being built, based on IMD's for England, Scotland and Wales being matched to postcodes and the appropriate areas being matched with opted in data. The latter (GDHIF) can be promoted by the use of email broadcasts to known recent homemovers.
Andy Chesterman, Head of Product Development (Data) at Intermedia Global
I'm always happy to speak to people about the opportunities and challenges faced with data-driven marketing for ECO and Green Deal, so please get in touch with me at Intermedia Global -
- andy.chesterman@intermedia-global.com or call me on 01234 831000 or 07900087717.