Improved targeting can reduce cost and increase sales
Situation
Financial Software Company had a strong track record of upgrade campaigns but wanted to improve response rate through better understanding of customer upgrade trends
CVS Solution
Analyzed historical customer data on upgrades, identifying RFM, industry and benefit segments, then surveyed top spending customers to profile their needs
Result
Allocated campaign mailing based on segment priority – achieved increase from 8% to 34% response rate, reducing cost of campaign by 35% for same sales revenue