The Challenge
Fidelity approached G2 data dynamics with a requirement to further understand their clients, and in particular to segment the UK direct client base. In addition they wished to predict various aspects of the customer journey and identify prospects for acquisition.

The Solution

• A Single Customer View database with behavioural segmentation of clients
• A management information report showing month on month client movements between segments
• Predictive response models for improving client communications and improving marketing spend effectiveness
• Ongoing hosting and maintenance of a single customer view such that analytical models can be created where business opportunities are identified
• Identification and sourcing of prospect data

Results

• Improved targeting of customer communications
• Improved marketing spend efficiencies
• A flexible solution where the team can call for ‘ad-hoc’ insights analysis as requirements arise.