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Enabling targeted cross-sells across the business

Case study

Enabling targeted cross-sells across the business

Multinational conglomerate drives targeted, cross-sell campaigns across six business segments with Algonomy company CDP.

About the customer

A multinational conglomerate that operates across 40 countries, driving over 30 businesses and 300 brands

Headquartered in Kuwait
Multibillion-Dollar company
Heritage of 100+ years as a successful commercial enterprise in the gulf region
A leading name in every business segment

Serving customers across

Automotive
Retail
Consumer
Engineering
Food & Beverage

The challenge

Scattered and unintegrated data resulting in lost customer lieftime value

Businesses were observed to store their customer data in disparate systems across their various business units.
This lack of complete visibility meant that the central marketing unit was not able to leverage the vast wealth of customer data to grow their business through cross-sell and upsell opportunities. This impacted the overall customer lifetime value that the business could have potentially generated.
The team mostly resorted to carpet bombing – bulk SMS or Emails due to this lack of interconnectedness of data.
Manthan wanted to resolve this dependency of running SQL queries to draw basic insights and build models and hence posed this question:

With the lack of a centralized customer view in Data Silos and Limited Customer Insights, is there an opportunity in leveraging customer data across multiple businesses to improve the overall customer lifetime value?

The solution

Targeted and streamlined customer data compilation with comprehensive analytics

Serving customers across

Manthan defined and implemented rules to centralize customer data and segment them. Using a probabilistic matching algorithm, deduplication was done which helped in creating a unified view of each customer based on predefined parameters. The objective was to deliver Golden Customer Records to ensure better segmentation and enhanced analysis of data. This consolidated an end-to-end view of the customer journey of over 5 million customers, cutting across the company’s brands and business units.

Customer360

Manthan Customer360 helped in further analysis to derive RFME based customer segments, enrich attributes, churn analysis and CLTV. The client’s proprietary business logic was incorporated into segmentation which resulted in both, corporate and business unit marketing teams being able to run targeted campaigns based on unified data in CDP and measure KPIs driven by business with over 450 micro-segments.

TargetOne

With complete visibility of segmented data, Target One delivered personalized, contextual messages through SMS, Email, App push notifications and other channels. They were able to provide omnichannel, customer journey-based engagement.

The result

Unlocked potential for a centralized mechanism with streamlined customer data management

Through Manthan’s comprehensive CDP implementation, the enterprise was able to exponentially improve its operational efficiency and reduce costs.

450

CUSTOMER MICRO-SEGMENTS CREATED

50%

REDUCTION IN TIME AND EFFORT

5%

REDUCTION IN TOTAL COMMUNICATION CONTACT COST

300,000

REDUCTION IN DEDUPED RECORDS