Case Study – Avis
- IBM SPSS Modeler
“We are now better at sending the right emails to the right people at the right time. This new targeted approach with IBM SPSS Modeler helps Avis Budget EMEA cut email marketing costs almost by half and hence maximise revenue.”
Chris Parker, Direct Analytics Specialist, Avis Budget EMEA
Driving to greater customer insight – Avis Budget EMEA cuts email marketing costs with predictive analytics
Avis Budget EMEA is a leading car rental company in Europe, Africa, the Middle East and Asia, with a network of more than 2,800 locations. Approximately 86 percent of Avis Budget EMEA’s revenues in 2008 were generated in the five major markets of France, Germany, Italy, Spain and the United Kingdom.
Avis Budget EMEA sought to identify the factors driving its direct business – particularly customer inquiries and rental bookings through its e-commerce channels. By improving insight into customer activity, the company hoped to achieve a high degree of relevance by customising each and every email that each individual receives.
Avis Budget EMEA turned to IBM® SPSS® technologies to create targeted and cost-effective email campaigns, and build customer retention through timely and relevant contact.
- Gained the ability to segment customers, which reveals where to focus marketing spend.
- More accurate targeting leads to reduced email marketing costs and maximises revenue.
- The cost of email marketing as a percentage of revenue has been reduced by 42 percent.
- Improved insight into customer activity drives loyalty by enabling timely, relevant and personalised communications.
© Copyright IBM Corporation 2012