Avis slashes costs with predictive analytics

Segmentation also improves customer service

Avis is gaining intelligence from customer behaviour patterns online

Avis Europe has reduced marketing costs and improved efficiency in the department following the implementation of predictive analytics software.

The IBM-supplied system analyses the history of clicks on marketing emails and customer transactional behaviour, thus enabling the customisation of content and a targeting strategy for online marketing.

By gaining intelligence about its client base through the new platform, Avis can also segment its customer base of around 880,000 people more effectively, better predict interests and improve service as well as retention.

The car rental company also claims to have slashed its marketing costs by about 50 per cent since rolling out the system.

“The ability to identify and stay ahead of customers’ ever-changing activities and needs is key to Avis’ competitiveness in the market,” said direct analytics specialist at Avis Europe, Chris Parker.

“The customer segmentation we now do allows us to keep in touch via email with our large database, but with all the benefits of a one-to-one relationship. We now have a much more clearly defined picture of every individual customer,” he said.