To improve the effectiveness of marketing efforts, many automotive companies are interested in pursuing advanced market techniques, such as personalized campaigns (also called one-to-one marketing), making customer tailored product offerings. A personalized campaign can be carried out by means of several different media, such as emails, messaging, phone calls, etc. and, thus, it may entail considerable costs, unless appropriately targeted. It turns out that a key concept in a personalized campaign is the value of customer segments, which allows to optimize contacts strategy and maximize the profitability of marketing activity.
Exeura has developed a decision support system, based on Rialto, to improve the success probability of personalized contacts in a one-to-one campaign. The system was ordered by Aster Group, a leader in automotive sales and services.