Customer
Our customer, a leading automotive financial services company, is represented in more than 50 countries. With nearly 50 years of history, the company employs more than 1.200 people and offers a variety of financial services.
Challenge
Nowadays, many companies are pressured to utilize their advertising budget efficiently. Marketing actions are ideally designed so that as many (potential) customers as possible are reached with a minimal allocation of resources.
Solution
By means of combining data from the customer database with milieu data, thaltegos helps companies to address the right target group at the right place with maximal likelihood. The customers of a specific product – for example the car model A – often exhibit great similarities with regards to age, lifestyle and family status. Therefore, it is reasonable for companies to additionally consider milieu data (e.g. SIGMA Milieus® and DELTA-Milieus®) in the context of customer segmentation and the respective communication. Once the available customer information is enriched, current customers can be divided into segments based on product and brand affinity. Moreover, customer profiles can be derived and conclusions about potential customers can be drawn. For instance, it is possible to determine which characteristics (age, income, etc.) a typical customer of the car model A has. As a result, a scoring model is derived which assigns potential customers to segments even if only little or poor information is available.
Benefit
This enables companies to adjust their sales and communication activities to be more client-specific. Potential customers of a certain product can be identified and targeted by marketing actions more precisely. Customized scoring, based on product and brand affinity segmentation, makes it easier to target potential customers. Consequently, companies can learn from existing customers about potential customers to then adjust the sales approach to be segment-specific. For an automobile manufacturer this sustainably increased the efficiency of customer communication and sales activities. The conversion rate was increased by 100 % compared to a similar campaign. Furthermore, this information can be used for a customer-oriented product design.