Enhanced Campaigns through Smart Data

Predictive analytics as superfuel in marketing

CUSTOMER PROFILE

Company name: ENTEGA PLUS GmbH
Revenue: > €1.75 billion
Employees:approx. 12,000
Headquarters: Darmstadt

REQUIREMENTS

Cross-selling campaigns for gas and electricity customers should be optimized.
Previous campaign management was not focused enough and resulted in too much wasted coverage.
Since elaborate paper mailings were sent out, the cost per order (CPO) was very high.
It was possible that a customer could receive several mailings for different products at almost the same time.

OUR SERVICES

Recommendation of an analytical approach and SPSS architecture
Creation of multiple predictive models based on past campaign responses
Inclusion of restrictions such as budget, avoidance of multiple approaches, etc.
Optimization of the budget to be used for maximum response results

CLIENT VALUE

Future-proof analytics architecture
Response rate increased tenfold
Cost per order reduced to 10% of previous campaigns
442% uplift (compared to an experience-based model with high dispersion)
Targeted communication with the right product on the right channel
Advanced duplicate cleansing and avoidance of multiple contacts

TECHNOLOGIES

IBM SPSS Modeler

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