AAA Boosts Marketing Insight Across the Customer Lifecycle with InfiniteInsight™

Challenges

• The nationwide federation of 50 individual motor clubs with over 1,000 locations across the U.S. and Canada and more than 53 million members needed to optimize marketing insight across the customer lifecycle – from acquisition, to cross-selling, up-selling and retention.
• Many AAA clubs struggled with resources and infrastructure to analyze customer information and optimize marketing efforts.
• Historically predictive analytics was painful, difficult and inaccessible making it cost prohibitive prior to InfiniteInsight™.
• Without a staff of trained statisticians, individual clubs relied on simple customer profiling, hired expensive teams of SAS consultants, or contracted models from third-parties that were quickly obsolete.

Solutions

• AAA National Office assembled a centralized “Action Center” tasked with providing strategic marketing services to its individual motor clubs.
• Standardized on InfiniteInsight™ for next-generation predictive analytics to boost marketing insight across the customer lifecycle.
• Provide collective insight to clubs about members most likely to benefit from the association’s wide range of offerings.
• InfiniteInsight’s™ out-of-the box reporting feature allows business analysts to easily explain modeling results, variable contributions and gain charts to  club marketing teams.

Results

• Two business analysts can scale to provide predictive models across many of AAA’s motor clubs.
• InfiniteInsight’s™ automated approach to modeling has made predictive analytics affordable, usable and understandable.
• Optimizing marketing campaigns for nearly 70% of the AAA membership and across a variety of channels, including the call center, direct mail and email with future plans to include websites and social networking.
• InfiniteInsight™ helps AAA put the right products and services in front of members at the right time.
• AAA offers for travel, insurance and financial services can be customized to the member’s interests and needs using insights gained through predictive analysis.
• By extending targeted offers to members with low usage, AAA has been able to cut attrition and increase overall customer lifetime value.
• In some instances, individual clubs at AAA have attributed millions of dollars in sales to campaigns optimized by InfiniteInsight™.