Creation of a Customer Engagement Score for VWG identifies targetable customers with an 8x higher likelihood of conversion
VWG captures millions of rows of data each day across more than 50 datasets covering all areas of the business from CRM, to sales, aftersales, and survey data, from both online and offline sources. Automotive purchase cycles are long (three years) and the pathway to purchase spans months (~120 days); customers interact with the brand dozens of times prior to purchase. The brand had toestablish which engagements were demonstrative of an interest to buy vs which were less committed interactions by consumers.
Without knowing the value of each engagement, VWG was struggling to determine which actions they should be influencing individuals to take.
We built a custom Customer Engagement Score (CES) to place a value on every engagement an individual can have with VWG. The value of the engagement is anchored to key offline buying actions and vehicle sales, meaning the score is a representation of each consumer’s likelihood to purchase.
This daily-refreshed score is firstly summarised to an individual so VWG know exactly how engaged any given customer is on any given day. Next, the score was rolled up to a brand level, allowing each VWG brand to understand how many individuals were engaging with them at any point in time.
Last of all, the rolled-up score was placed into ‘bands’ of high, medium, or low so the business could easily identify and action on customers who are demonstrating high levels of engagement.