This is our story of co-creating a personalized and outcome-driven campaign management program for a leading auto parts retailer.
As we know…
Businesses often design their segmentation and targeting strategies in silos, disregarding the importance of an integrated marketing approach. Personalized marketing campaigns underpinned by customer segmentation and analytics can help enterprises grow incremental revenues, and improve customer loyalty and brand advocacy. It is also important for campaign execution teams to constantly inform and refine the customer segmentation process based on actual performance.
The challenge for the client was…
It faced stagnation in business due to declining demand for specialty automotive parts. Despite challenges posed by the market conditions, there were significant opportunities to increase shareholder value through better data management and engineering, advanced analytics-led customer insights and operational excellence.
As the co-creation partner…
We leveraged Analytics Center of Excellence (CoE), a key pillar of WNS Analytics (our data, analytics & AI practice), to mobilize a joint team of domain and data science experts. The team built campaigns, monitored and measured ROI, and leveraged learnings to improve campaign efficacy continually.
In the initial proof-of-value phase, WNS segmented existing customers based on RFM analysis (Recency, Frequency and Monetary) and transactional behaviors, and executed 21 targeted and personalized upsell, cross-sell and win-back campaigns. After the proof-of-value phase, WNS operationalized an ongoing and outcome-based annual campaign service for the heavy truck segment.
Key benefits for the client included…
Having signed the annual service contract, WNS is now enabling the client to achieve 2.6 percent net incremental revenue growth, higher than what was achieved at the proof-of-value phase.
About WNS Analytics:
WNS is a digital-led business transformation and services company with 60,513 professionals across 64 delivery centers worldwide, including facilities in 13 countries. WNS combines deep industry knowledge with technology, analytics and process expertise to co-create innovative, digitally led transformational solutions with over 600 clients across various industries. WNS Analytics is the Data, Analytics and AI practice of WNS that enables business decision intelligence for clients by combining Artificial Intelligence (AI) and Human Intelligence (HI). We cater to 250+ global companies including Fortune 100 and Fortune Global 500 organizations. WNS Analytics is a robust practice of 6,500+ Domain, Data, Analytics and AI experts with proprietary AI-led assets and innovative technologies. We enable businesses to make transformative decisions backed by data-led intelligence, ensuring differentiated outcomes. WNS Analytics is an end-to-end Consulting-to-Implementation partner delivering business goals for clients with an integrated ecosystem of co-creation labs, strategic partnerships and outcomes-based engagement models.
To know more, visit https://www.wns.com/capabilities/analytics