BEST USE OF DATA IN A MARKETING PROGRAMME
Opet Petrolcülük with TANI
Who are they?
Opet is the second-largest fuel-oil distribution company in Turkey with over 1,500 petrol stations under its own and the Sunpet brand. It won the “best customer satisfaction award” for ten years in a row and has been named a Superbrand in Turkey for three years in succession.
What did it do?
In collaboration with the data agency TANI, Opet developed an analytics-driven campaign engine to customise and automate CRM communications. The goal was to increase customer loyalty and value in a highly-competitive sector where margins are very thin.
To do this, statistical analysis and machine learning were deployed against value segmentation using recency, frequency and monetary value, creating four overall segments. A model was created to predict churn in the next month based on demographics and transactional data. Daily monitoring of transactions was introduced to trigger alets when a customer does not behave as expected, while the value of transactions in the coming month was also forecast.
Campaign propensity models were created to predict response to CRM messages with the outputs used in a campaign proposal model to identify the optimum message and promotional mechanic for each customer. All of these were deployed in the campaign recommendation engine and tested against an identical randomly-selected control group which was sent marketing messages based on conventional insight. Against a control group response rate of 10%, the new approch achieved 17%, while revenues attributable to the campaign were 28% higher. Costs and errors in campaign creation were also reduced.
What did the judges say?
What Opet has done shows the impact which personalisation and data-driven analytics can achieve in very competitive markets. Brimful of analytics, too.
To see the entire list of winners and finalists, click here.