Growth / Germany / Financial Services
Segmenting and activating target groups using AI
"Ultimately, this solution helped the client to increase the cross-selling of financial products to targetable individuals, and thus provided huge ROI of the project."
Business issue
Our client, a key player in the financial services industry, offered a variety of different credit card types. The challenge was that their marketing managers did not understand how to optimally market this portfolio to their heterogeneous customer base, neither through messaging or performance activation.
They wanted to target individual customers to maximise cross-and upsell opportunities, ultimately needing to increase overall revenue.
Our solution
Ipsos used an AI-based Connected Segmentation approach that yielded clearly distinguishable target groups addressable by products. At the same time, these segments of consumers could be addressed and activated via criteria already available on the client’s CRM customer database.
The analytical approach automatically detected the optimal target group structure from billions of possible combinations whilst also exposing market potential and attractiveness for each segment.
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Impact
The insights enabled the marketing department to drive the understanding of target groups, their credit card needs, and behaviours and personas throughout the whole organisation. Activated through persona workshops, and with clear guidance for each business function, the client started to adopt segmentation use in daily work.
The integration of the segments in their customer database furthermore allowed for specific content creation and targeted media communication, ultimately helping the client to increase the cross-selling of financial products to targetable individuals, and thus providing huge ROI of the project.
