Viking
To identify customers and drive long-term value
Supplying Viking with a long-term view of its customer base
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Business problemViking wanted to identify prospects who’d provide long-term value.
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SolutionSo we built and deployed a customer lifetime value model, which was mapped onto Viking’s prospect data to identify high potential lifetime value prospects. The model was then deployed in a champion/challenger test against the existing targeting methodology.
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ResultsThe model out-performed existing models and provided a platform for a new customer loyalty programme.