Data analysis in Sales and Marketing

Situation

The client was a small mutual fund company whose parent company was a medium sized Bank based in Western Europe. As part of a major restructuring and cost reduction, a majority of the internal workforce was reduced at the mutual fund company. The marketing department was almost eliminated and the sales department was reduced by more than 50%.

Business Need

The client needed to show that they still have the ability to grab market share in the tight economy in Europe in 2011. The sales force was strained significantly because of the workforce reduction. The client needed a different strategy to approach the market.

Solution

The reduced sales force needed much more quality data to fill the sales pipeline. There was no other alternative. Buying market data sets would lead to large volume of cold calls and turnaround would be very slow.

Based on numerous conversations with the management of the mutual fund company, we found a majority of the board members and operational heads, also reported to the parent Bank. Using this as a key stepping stone to enter the parent Bank we were able to access the customer data of the bank.

We proposed to use the data of all the customers in the parent Bank and map them to the existing clients of the mutual fund company. Using data analytics tools we found potential customers from the parent Bank data that have similar characteristics as those who had bought mutual funds. Using this inference, we were able to rank the potential bank customers who had not yet bought mutual funds.

Results

The results were extremely pleasing to the client. The list of potential customers had a very high propensity to buy mutual funds and in turn the sales team found it very easy and efficient to approach and close new mutual fund accounts

Within a period of 3 months we were able to deliver the entire data set from the parent Bank, rank ordered for potential customers.

There was a 300% increase in new mutual fund account creation for the mutual fund company.

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