Predictive analytics drives car after-sales

A data-driven solution to timely marketing of follow-up messages to car customers has been launched. Encore has been developed by Eclipse Marketing, a CRM and data management agency, originally as a solution for a global automotive manufacturer’s dealer support activity.

Encore takes historical data from each franchise and combines it with manufacturer and marketing data. Predictive analytics are then used to identify when customers are most likely to respond to reminders and offers. This automatically triggers an after-sales contact programme.

David Pickering, managing director at Eclipse Marketing, says: “Though we have done similar projects before and the methodology is tried and tested, this is by far the largest Eclipse has ever tackled. The solution we’re offering is revolutionary in terms of scale, scope and depth of detail.”
He adds: “We believe Encore can offer organisations multiple benefits that can increase revenue, enhance brand reputation and build customer loyalty. We’re keen to extend this to more organisations, where our knowledge and experience will be of great value.”

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