Monday, October 20, 2008

Case Study: Alltel, Acxiom & A Marketing Database

It's Monday, and that means it's time for a direct marketing case study. This one comes to us jointly from Acxiom and Alltel Wireless. (Check out this link for a podcast on same topic, plus the opportunity to sign up for the full case study).

Customer Lifecycle Management

When Alltel Wireless engaged Acxiom to improve the precision, relevance and sophistication of its direct marketing communications, the company’s siloed sources of customer data and limited prospecting data were restricting their abilities to engage with customers and prospects. Acxiom worked closely with the Alltel Wireless team to deliver a set of solutions that anchored the entire campaign process. Acxiom combined its data products and customer intelligence with Alltel Wireless customer data and prospect list for targeted segmentation based on actual customer behavior and real household composites.

The Opportunity
Alltel Wireless wanted to increase customer acquisitions, improve retention and grow customer revenue with more targeted, relevant communications.

The Solution
Acxiom’s marketing database solution assisted in driving two top objectives:
  • New customer growth
  • Reduction in customer churn
The Results
265% increase in incremental customer postpaid additions tied to direct marketing efforts. “My Circle” campaign gross take rates exceeded 6% from existing customers. Direct customer communications have increased 285%.

Wow--pretty great results! Truly illustrates the power of a database.

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