Arçelik employs AgilOne’s
revenue attribution capabilities
to measure marketing return
Arçelik and AgilOne
Case Study
Arçelik desired more
rigorous customer
insight and an ability
to measure direct
marketing effectiveness
Automation. AgilOne created a database of consumers who purchase
household products from product registration data with automated querying and list
creation that measured sales matched back to direct marketing vehicles and ROI.
Arçelik, founded in 1955, is a household appliance manufacturer based in Turkey,
with operations in more than 100 countries. It has 13 international subsidiaries, a
network of 4,500 independent dealers in Turkey and direct to consumer operations.
Its products are sold under many brand names including Arçelik, Beko, Grundig,
Altus, Blomberg, Arctic, Leisure, Arstil, Elektra Bregenz, and Flavel.
The challenge
Arçelik desired a better understanding of its customers, and was looking for a way
to easily engage with them throughout the purchase and ownership lifecycle. Its
multi-channel sales model posed additional data challenges. Detailed sales-out
information was not readily available from all of their 4,500 independent dealers.
Existing customer information resided in several databases. The limited availability
of high quality consolidated data, prevented the company from obtaining useful
customer insights.
AgilOne solution
Arçelik selected the AgilOne marketing platform due to its strength in improving
data integrity and because of AgilOne’s successful implementations at other multinational manufacturers. During the implementation, AgilOne setup a high quality,
centralized, de-duplicated, and cleansed customer database. In the absence of
complete sales data, AgilOne used customer installation data as a proxy for sales.
Additionally, working with the manufacturer’s CRM team, AgilOne layered detailed
“Arçelik specific” business rules into the data warehouse. This significantly increased
the data’s value. After these improvements, Arçelik had a better view of all detailed
product information for a given household.
2
“AgilOne provides us with the
right level of marketing analytics
that we need to improve our
marketing ROI and drive
business results.”
Bora Çetiner
CRM Manager, Arçelik
Arçelik and AgilOne
Arçelik’s marketing team began to use this information to plan direct marketing
campaigns and execute list pulls. As direct marketing activities increased, AgilOne
implemented revenue match-back algorithms. Output of these algorithms was
used to estimate the sales and ROI attributable to different marketing activities.
This enabled a closed loop of planning, execution, analysis, and refinement for
the direct marketing team’s activities.
The results
As a result of implementing AgilOne’s marketing platform, Arçelik is now able to
structure and send out customized offers with a call-to-action that drives customers
to dealers. AgilOne’s revenue match-bach algorithms enable Arcelik to trace
the impact of each campaign, test the efficacy of different types of offers, and
calls-to-action. Overall the AgilOne marketing platform enabled Arçelik to
quickly and inexpensively meet its goals of:
• Creating a de-duped household customer database
• Capturing a consolidated view of customer touch-points: web, dealers, call centers
• Querying and creating customer lists based on multiple dimensions
• Pushing lists to third party email & SMS service providers for campaign execution
• Obtaining incremental revenue: 140 campaigns capturing significant additional
revenue in the first year of operation
Today, AgilOne’s marketing platform provides the intelligence necessary to target
customers with unique, relevant and customized offers. The information derived
from the platform enabled Arçelik’s senior management team to set specific annual
revenue goals. The platform has also provided significant potential for additional
customer lifecycle marketing opportunities that are being discussed among the
Arçelik CRM and Marketing teams.
One of the most admired
Turkish companies, Arçelik is
a white goods manufacturer
based in Istanbul. Arçelik’s
brands are available in more
than 100 countries and include:
Arçelik, Beko, Grundig, Altus,
Blomberg, Arctic, Leisure, Arstil,
Elektra Bregenz and Flavel.
arcelik.com
AgilOne Inc.
1091 N Shoreline Blvd, #250
Mountain View, CA 94043
(877) 769-3047
(408) 404-0152 fax
sales@agilone.com
3
AgilOne is a comprehensive
cloud-based marketing
intelligence platform that
helps companies maximize
their impact and effectiveness
across all channels. AgilOne’s
powerful applications help
clients know what customers
are likely to buy, resulting
in higher sales and lower
costs. Our clients include
brands such as Bosch, Ideeli,
Mavi, PetCareRx, Shazam,
and Sports Authority.
agilone.com
agilone.com
Automated Direct Marketing
and ROI Estimates Campaign
Enablement:
AgilOne users take immediate
action such as pulling direct
marketing lists that have
already been cleansed.
Revenue Match-Back:
Match-back attribution is used
to determine effectiveness of
direct marketing vehicles and
to estimate ROI.
Closed Loop Planning,
Analysis, Assessment:
ROI estimates used for
planning tactics, measuring
results, and setting targets.