Entered by: Planning-inc
Project name: M&S Sparks: Enhanced Customer Experiences Through Data Integration
Launched in October 2015, Marks & Spencer's Sparks reward programme aimed to provide an experience that would increase customer satisfaction, encourage basket size, boost digital interactions, and drive footfall in store. Underpinning it are personalised offers based on behavioural analytics. Integrating multiple systems onto new platforms has already enabled the delivery of thousands of varied campaigns and offers leading to millions of pounds of incremental revenue.
Judges' comment: "Data integration is about joining disparate data together and utilising it effectively. M&S has done a great job in compiling an all-encompassing data story."