Case Study – Union Investment – Precision-targeted Marketing
- IBM SPSS Modeler
- IBM SPSS Statistics
“We can support a huge variety of analyses, allowing us to gain a very thorough understanding of our customers’ financial needs and objectives.”
Dr. Thomas Fender, Head of Data Mining and Statistical Analysis, Union Investment
Union Investment achieves precision-targeted marketing
Gaining predictive insight into investor behavior
Based in Frankfurt on Main, Germany, the Union Investment Group is one of Europe’s leading asset managers for private and institutional clients. The company offers a wide range of investment solutions in various asset classes and investment styles including equity, fixed-income and money market. With more than four million private customers and over 1,400 institutional clients, the company employs 2,500 people and manages assets worth around EUR200 billion across more than a thousand different funds.
Union Investment offers investment opportunities in a vast range of funds to a wide variety of customers, whose needs and objectives vary significantly. Seeking to cut its marketing spend and boost revenues, the company decided to use analytics to gain a greater understanding of why investors are attracted to particular funds.
Deep insights into investor behavior now help to predict which financial products will be most popular with each customer segment, allowing Union Investment to target its sales and marketing efforts accordingly.
Greater return on marketing spend by targeting promotional activities more effectively. Improved customer service by directing investors towards the right kinds of products for their needs. Smarter product development by predicting the success of new products before they are launched.
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