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Pure Gym is the UK's largest private gym operator with over 180 gyms and more than 800,000 members across the UK. Online and at its gym locations Pure Gym routinely collects large volumes of customer data relating to member activity and gym usage.
Aware of the unlocked potential of this vast data resource and recognising a need to improve their knowledge of their membership base Pure Gym commissioned Edge Analytics to undertake a comprehensive data mining analysis.
Key requirements included the ability to assess customer retention and length of tenure and from this derive improved customer intelligence to better understand Customer Lifetime Value.
Edge Analytics' solution was based on its core competencies in the organisation and manipulation of complex data and the application of analytical tools to derive added insight and intelligence.
The first step was the construction of a multi-dimensional customer membership and activity data cube linking together key Pure Gym data extracts and blending these with additional demographic indicators. Second, was the development of a bespoke data mining engine to interrogate the data.
This approach enabled analysis by gym location, membership profile, gym activity, subscription levels and additional demographic profile indicators. The solution was successfully able to distil information held in many millions of customer records into a suite of key performance indicators providing actionable intelligence.
Key benefits were:
The identification of member types and their likely behaviour, an insight into factors influencing duration of membership and customer churn and the development of a coherent narrative around member behaviour and value to better inform future CRM strategies.