World's Largest Mail Order Group Accelerates Marketing Analytics with InfiniteInsight®

Challenge 

• The Internet brought massive change to the home shopping industry and with it increased competition for the once dominant catalogue companies.
• The existing tools and process that were in place were not able to keep pace with the developments being made in the company’s approach to planning.
• Initially the analytics team used SAS software to build their analytical models but found it relatively time consuming and labor intensive. 

Solution 

• Otto UK, with around 1.5 million active customers and part of Otto Group, the world's largest mail order company, deployed InfiniteInsight® to optimize its marketing and help turn the odds back in its favor.
• Integrated with the company’s Teradata data warehouse.
• Supporting all UK modeling activities with just one modeler. 

Results 

• Gained a more accurate prediction of returns from each campaign at a customer level, allowing targeting to be optimized and the volume of mailings to be increased or decreased accordingly.
• What used to take three days now takes less than an hour.
• The company can build more models, do more exploratory analysis and can develop models in a more iterative way.
• The use of InfiniteInsight® has allowed Otto UK to apply a consistent best practice approach to its modeling activities.