Client:
Leading US-based Appliance Manufacturer

Solutions:Analytics and InsightData ManagementMultichannel MarketingWarranty Marketing

Challenge:

Find a way to increase overall profitability without increasing overall marketing costs.

Insights:

This US-based appliance manufacturer had an effective aftermarket program selling extended services plans but was incurring continual cost increases in servicing and underwriting those plans. Applying a more robust analytical approach that considered both marketing and servicing costs would enable the marketing team to target and convert the customers not only most likely to respond but also to provide the greatest value and profit to the organization.

Solution:

Accentf(x) Marketing created a highly-customized modeling approach and applied a scoring methodology to profile and rank customers based on their likelihood to respond, expected customer lifetime value, and propensity to churn.

A tiered marketing approach was implemented to optimize marketing spend, providing differential treatment in terms of marketing channels, number of efforts and offers.

Results:

Our multi-model matrix analytical approach generated a 20% increase in response rates, a 43% increase in program profitability, and a 19% decrease in claims. Accentf(x) received recognition from the National Center for Database Marketing (NCDM) for its success and applied strategy.

20%

Increase in Response Rates

43%

Increase in Profitability

19%

Decline in Claim Rates