Current Situation
A great deal of latent revenue lies untapped in the installed base. Companies with a proliferation of product lines across business units (BUs) have difficulty maintaining a shared customer record that enables effective white space and look-alike analysis.
Goals and Objectives
The goal is to have a single shared customer record that reflects all the business with an account. The outcome is the ability to identify accounts that are underinvested in a brand based on the spend rate of other customers like them.
Technology Deployed
Standard analytics packages that are fully capable of delivering the insight once the data problem is resolved
Use Case Summary
Single customer records, analytics tools, and competency exist to support real-time/near-real-time analysis of the installed base and identify sales opportunities in current accounts.