Context and objectives

A leading automobile retail group dealing in multiple major brands faced intensifying competition from official manufacturer networks. To protect market share and increase customer lifetime value, the company needed to transition from generic, mass-market communication to a personalized, data-driven strategy.

However, the group’s ability to act was hampered by fragmented data residing in disconnected sales and after-sales systems. This lack of integration obscured customer behavior patterns, making it difficult to identify cross-selling opportunities or predict churn. The primary objective was to build a robust behavioral segmentation model to unlock actionable insights, specifically targeting after-sales revenue growth and optimizing marketing return on investment.

Approach

Agilytic led a comprehensive data assessment which revealed that the client's CRM and ERP systems lacked common consolidation keys, rendering a unified view impossible without significant manual intervention. To ensure data integrity, the team pivoted to a focused analysis of high-fidelity ERP data from sales and after-sales operations.

The methodology centered on developing an RFM (Recency, Frequency, Monetary) segmentation model. This framework analyzed five years of transactional data to categorize thousands of clients into distinct behavioral profiles—from 'promoters' to 'hostile' customers. The team then applied this model to validate specific business hypotheses, such as analyzing the correlation between routine maintenance visits and accessories and tire purchases to identify gaps in service adoption.

Results

The project successfully transformed the client's marketing approach from a blanket strategy to highly targeted engagement. The segmentation analysis revealed counter-intuitive insights, such as previously untapped opportunity for up-sell campaigns.

Key outcomes included:

• Operational segmentation model: Delivery of a validated RFM model that allows the commercial team to target specific customer groups with tailored messaging.

• Actionable marketing roadmap: Identification of marketing actions, including specific campaigns for reactivation of dormant clients and upselling for service-only customers.

• Resource optimization: Elimination of redundant marketing spend by excluding customers who had already purchased specific services, allowing budget to be redirected toward high-potential acquisition targets.