case study - auto - understand and engage to retaincase study automotive § objective: a high-end...

1 © Experian Private and Confidential Case Study Automotive § OBJECTIVE: A high-end automotive client wanted help understanding customer defection as well as retention in order to help: § Guide their marketing strategy and develop an engaging loyalty program § SOLUTION: Our Custom Analytics team’s first step was to understand the customer base; who was remaining loyal & who was defecting. § Auto Defectors: 39% Non-certified used buyers defected § Younger & wealthier, 50% aged 35-54 years old & 58% income over $150k § Auto Loyalists: 92% New car buyers were retained & 81% of certified used buyers § Older with lower incomes, 48% aged 55 or older and 37% below $100k § RESULTS: Developed targeted solution to identify and build stronger relationships with potential defectors through preferred channels. § Developed a retention model pinpointing likely defectors prior to their attrition § Once identified, begin building stronger relationships utilizing preferred communication channel(s) of these current owners § TrueTouch used for determining engagement channel and flavor preferences American Royalty Cosmopolitan Achievers 50% Age 35-54 Years (139) 48% Aged 55+ Years (155) 37% Under $100K Income (176) Auto Defectors 58% Over $150K Income (135) 60% Mobile Display (140) 85% Streaming TV (126) Preferred Channels Jet Set Urbanites Aging of Aquarius Auto Loyalists

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1 © ExperianPrivate and Confidential

Case StudyAutomotive

§ O B J E C T I V E : A high-end automotive client wanted help understandingcustomer defection as well as retention in order to help:§ Guide their marketing strategy and develop an engaging loyalty program

§ S O L U T I O N : Our Custom Analytics team’s first step was to understand thecustomer base; who was remaining loyal & who was defecting.

§ Auto Defectors: 39% Non-certified used buyers defected§ Younger & wealthier, 50% aged 35-54 years old & 58% income over $150k

§ Auto Loyalists: 92% New car buyers were retained & 81% of certified usedbuyers§ Older with lower incomes, 48% aged 55 or older and 37% below $100k

§ R E S U LT S : Developed targeted solution to identify and build strongerrelationships with potential defectors through preferred channels.

§ Developed a retention model pinpointing likely defectors prior to their attrition§ Once identified, begin building stronger relationships utilizing preferred

communication channel(s) of these current owners§ TrueTouch used for determining engagement channel and flavor preferences

American Royalty

Cosmopolitan Achievers

50% Age 35-54 Years (139)

48% Aged 55+ Years (155) 37% Under $100K

Income (176)

Auto Defectors

58% Over $150K Income (135)

60% Mobile Display (140)

85% Streaming TV (126)

Preferred Channels

Jet Set Urbanites