The Challenge
LA Fitness approached G2 data dynamics with a requirement to analyse their membership base and enhance the data quality. The objective being to gain better understanding of their members’ behaviour and demographics. At a later stage, LA Fitness also required Geo-demographic insight around each of their clubs in order to target the best prospects for DM activity. At the time of engagement, LA Fitness had just acquired Dragons gyms, resulting in two separate databases being operational.

The Solution

• A single, consolidated view of the membership base (pre-migration) from both operational databases
• A usage-based behavioural segmentation of all members
• Predictive lapse modelling scoring all members with a likelihood to cancel membership
• Cleansing of name and address data, in order to carry out various Geo-demographic work
• Physical maps showing demographic breakdown of existing members, and conversely, areas with the best opportunity around clubs for prospect DM targeting & doordrop activity
• Maintenance and supply of Prospect pool data for strategically planned DM programme where modelling suggests a high propensity for a positive response to health club membership
• Ongoing hosting and maintenance of a single member view such that DM responses can be fed back into the analytical models for improvement of future targeting

Results

• The Marketing team have a greater understanding of their members’ behaviour and lifecycle attributes
• Ability to identify and contact, before point of cancellation, members who are most likely to lapse
• Ability to plan cost-effective DM campaigns and to target the best possible prospects for improved response