Case Study

Using Analytics to improve Campaign Efficiency

TA B L E O F C O N T E N T S

1 Objective

2 Solution

3 Results
OBJECTIVE

SITUATION CHALLENGE OBJECTIVE CONSTRAINT

Reduction in CRM budget for the The historical CRM campaign Using customer and campaign No extra budget for data research;
upcoming variant launch efficiency not very encouraging analytics to improve campaign launch just a month away
efficiency

Take a closer look at all the past analytics work, cross-tab them and find out
actionable insights

3
R E L E VA N T A N A LY T I C A L M O D E L S
Propensity to Repurchase
Scores the customers on the
basis of likelihood to
purchase a vehicle
9 significant variables viz.
brand, vintage, service
spend etc.
Top 4 deciles contributed
74% of the repurchases
Propensity to Respond
Scores the customers on the
basis of likelihood to respond
to a campaign
6 significant variables viz.
campaign recency,
frequency, medium etc.
Top 4 deciles contributed
Focused Targeting 69% of the responders
 SOLUTION
Marry the propensity to repurchase model with propensity to respond

Propensity Propensity to
to Respond Repurchase

Result : A niche segment of highly responsive customers with high propensity to repurchase
R ES U LT S
Results of focused, customized and personalized campaigns

77% Campaign cost per

28% increase in the 28% Retail improved by
leads received 77%

53% reduction in the CRM Campaigns

cost per lead 53% 73% touched 70% of the
old prospect base
who enquired
Thank You