Enabling targeted cross-sells across the business
Multinational conglomerate drives targeted, cross-sell campaigns across six business segments with Algonomy company CDP.
About the customer
A multinational conglomerate that operates across 40 countries, driving over 30 businesses and 300 brands
Serving customers across
The challenge
Scattered and unintegrated data resulting in lost customer lieftime value
Businesses were observed to store their customer data in disparate systems across their various business units.
This lack of complete visibility meant that the central marketing unit was not able to leverage the vast wealth of customer data to grow their business through cross-sell and upsell opportunities. This impacted the overall customer lifetime value that the business could have potentially generated.
The team mostly resorted to carpet bombing – bulk SMS or Emails due to this lack of interconnectedness of data.
Manthan wanted to resolve this dependency of running SQL queries to draw basic insights and build models and hence posed this question:
With the lack of a centralized customer view in Data Silos and Limited Customer Insights, is there an opportunity in leveraging customer data across multiple businesses to improve the overall customer lifetime value?
The solution
Targeted and streamlined customer data compilation with comprehensive analytics
Serving customers across
Manthan defined and implemented rules to centralize customer data and segment them. Using a probabilistic matching algorithm, deduplication was done which helped in creating a unified view of each customer based on predefined parameters. The objective was to deliver Golden Customer Records to ensure better segmentation and enhanced analysis of data. This consolidated an end-to-end view of the customer journey of over 5 million customers, cutting across the company’s brands and business units.
Customer360
Manthan Customer360 helped in further analysis to derive RFME based customer segments, enrich attributes, churn analysis and CLTV. The client’s proprietary business logic was incorporated into segmentation which resulted in both, corporate and business unit marketing teams being able to run targeted campaigns based on unified data in CDP and measure KPIs driven by business with over 450 micro-segments.
TargetOne
With complete visibility of segmented data, Target One delivered personalized, contextual messages through SMS, Email, App push notifications and other channels. They were able to provide omnichannel, customer journey-based engagement.
The result
Unlocked potential for a centralized mechanism with streamlined customer data management
Through Manthan’s comprehensive CDP implementation, the enterprise was able to exponentially improve its operational efficiency and reduce costs.
