Aster Group is an automotive dealership that wanted to better analyze data from its marketing campaigns to improve effectiveness. It partnered with Exeura to develop a predictive modeling solution using Aster Group's CRM data. The solution identifies key drivers of campaign success and allows optimizing campaign parameters. It provides insights that maximize value by understanding the most profitable customer types and stages. As a result, Aster Group can better plan campaigns and allocate resources to increase financial returns and competitive advantage.

1. Case Study: Aster Group
Mining Value In Marketing Campaign Data
Company Overview The Challenge
Since 1983, Aster Group, managed by the Gestioni Today, the marketing strategy of Aster Group addresses a
Innovative, has been a leader in automotive sales and customer base of 42,000 customers and conducts
services and a commercial partner to some of the most approximately 200 One-to-One Marketing campaigns
important German and Japanese automotive brands. Today, annually. Including its collaborations with other
Aster Group represents eight brands, has 80 employees, and dealerships, Aster Group’s customer base grows to
generates 50 million Euros of revenue annually. 300,000 individual customers, and conducts more than
1,000 One-to-One Marketing campaigns annually.
Starting in 2000, Aster Group began a strategic corporate
restructuring program focused on total customer service. To improve the reach and effectiveness of its marketing
The program resulted in the first multi-service center located efforts, Aster Group recognized the need to leverage the
in Rende, Italy, boasting 30,000 square-meters of space as large amounts of data produced by their marketing
well as numerous technological and business innovations. campaigns. They invested in business analytics that
allowed for the evaluation of the value produced by each
The restructuring process was driven by a strategy based on a marketing campaign, as well as detected the causes and
holistic approach to customer relationship management the influencing factors. The value produced by One-to-
(CRM). The main components of this strategy were: One Marketing campaigns is estimated by two main
factors:
1. The development of a knowledge platform to support the
customer relationship process through a “value-based” 1. Actual value – the revenue produced during a time
approach. period.
2. The development of a central customer care team, which 2. Potential value – the value derived from the
uses a centralized approach to manage all the inbound qualitative results of customer behavior (i.e., high
and outbound communications between the various customer loyalty increases future financial value.)
business units and customers. The challenge for Aster Group was to develop One-to-One
3. The development of a One-to-One Marketing strategy Marketing campaigns that maximized the value produced
based on relationship value. while using the results to further predict the optimal
usage of assets and resources.
Additionally, Aster Group collaborates with other important
automotive dealerships, consulting them on strategic Accurate prediction of the results for Aster Group and its
decisions in Marketing and CRM. In this context, Aster partners would increase both their financial returns and
Group plays the role of technology innovator, delivering competitive advantage.
solutions to improve dealership competitiveness.
Collaboration With Exeura
Aster Group was searching for a better means to analyze marketing data, while Exeura was looking to improve applications
with its cutting-edge business analytics products and services. By combining Aster Group’s experience with CRM solutions
for the automotive industry and Exeura’s expertise in developing data mining models, Aster Group and Exeura built an
innovative solution to optimize business decision-making.
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2. Case Study: Mining Value In Marketing Campaign Data
The Solution
Every quarter, the Marketing and Customer Care functions
of Aster Group perform an evaluation of all managed
business areas to spot trends that would suggest any
missing gaps in planned commercial targets. At the same
time, analysis of customer loyalty is performed to determine
“life time value.” The results are merged to determine the
operating budgets for One-to-One marketing campaigns,
thus optimizing the allocation of resources: time, budget,
information, and human resources.
The decision process requires the ability to accurately
forecast the results of each campaign, taking into account
the distinctive features and targets of each one individually.
Exeura and Aster group collaborated to develop a solution
leveraging multivariate regression, allowing Aster Group to
discover the key variables that determine the success of a
marketing campaign. As a result, Aster Group is able to perform profit-centric customer segmentation. The solution
uses the CRM as a data-source for the Exeura data-mining platform. The CRM data is analyzed to produce predictive
models that allow a potential marketing campaign to be evaluated based on its forecasted numbers. Campaign
variables are then iteratively tuned to determine the parameters that achieve the desired business goals. The data
mining process then returns information (customer priority, service offering, etc.) to the CRM for planning and
execution of the marketing campaign.
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The Results
The project highlights the power and flexibility of
Exeura’s data-mining platform, Rialto™, and its ability
to support the decision-making process.
For Aster Group, Rialto™ delivers important insights
that maximize the value of marketing campaigns by
discovering:
• The “value drivers” that determine the positive or
negative value of a customer to a marketing
campaign.
• The automotive brands and models that are likely to
produce positive customer response to a marketing
campaign.
• The most profitable stages of a customer
relationship.
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