Send Us an Email  |  Call Us (415) 904-4160
email
KXEN, An SAP Company

It's no longer just about targeting. It's about making more strategic decisions. 

Andy Bryan
Head of Customer Management

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.
Share Story
Industry: Retail
Size: Large
Region: EMEA