Avis Europe has slashed its email marketing costs in half using predictive analytics from SPSS to target its campaigns more effectively.
Using SPSS software, Avis is able to process far larger volumes of data than was possible with its previous analytics software. With the ability to segment its customer base into structured groups, Avis is now able to target campaigns more accurately, ensuring better results.
“Now we can analyse the entire customer base and focus on the transaction history and click preference. We can analyse what offers and links they use on email and therefore can put them into groups for future campaigns more easily. It also tells us which customers open emails and allows us to focus our emails towards them,” said Chris Parker, direct analytics specialist at Avis Europe.
Avis also applies the software to its loyalty database of “Avis Preferred customers”, which promises to deliver the car rental keys into customer hands within three minutes of arriving at an Avis desk. With the ability to analyse its 880,000 customer database across the UK and Europe, Avis can pick out frequent users of their services to highlight the benefits of becoming a ‘Preferred’ customer and try to convert them.
The car rental company is now looking into extending its campaigns into social media.
