SAN FRANCISCO--(BUSINESS WIRE)--KXEN, the leading provider of predictive analytics for business users, announced that AAA selected InfiniteInsight™ to help its independently operated motor clubs optimize marketing insight across the customer lifecycle – from acquisitions, to cross-selling, up-selling and retention.
Founded in 1902 as the American Automobile Association, AAA is often associated with emergency roadside assistance, but it also offers a wide array of services such as automotive, home and life insurance as well as global travel services. Today AAA is a nationwide federation of 50 individual motor clubs with over 1,000 locations across the U.S. and Canada and more than 53 million members.
As part of a national effort to drive higher returns on marketing campaigns, AAA National Office assembled a centralized “Action Center” tasked with providing strategic marketing services to its individual motor clubs. Before founding the team, many AAA clubs struggled with resources and infrastructure to analyze customer information and optimize marketing efforts.
Predictive analytics was cost prohibitive prior to deploying InfiniteInsight™. Without a staff of trained statisticians, individual clubs relied on simple customer profiling, hired expensive teams of SAS consultants, or contracted models from third-parties that were quickly obsolete. Today, two business analysts can scale to provide predictive models across many of AAA’s motor clubs.
InfiniteInsight’s™ out-of-the box reporting feature allows business analysts to easily explain modeling results, variable contributions and gain charts to club marketing teams.
“Historically predictive analytics was difficult and inaccessible. InfiniteInsight’s™ automated approach to modeling has made predictive analytics affordable, usable and understandable,” said Daniel Mathieux, Director, Member Relationship Management (MRM) Action Center at AAA National. “With InfiniteInsight™, we’ve been able to demystify predictive modeling at the club level so management can grow the business and provide the highest levels of service.”
By using InfiniteInsight™, AAA is able to provide collective insight to clubs about members most likely to benefit from the association’s wide range of offerings. AAA offers for travel, insurance and financial services can be customized to the member’s interests and needs using insights gained through predictive analysis. “We want members to get the most from membership. InfiniteInsight™ helps us put the right products and services in front of members at the right time,” said Mathieux. “By extending targeted offers to members with low usage, AAA has been able to cut attrition and increase overall customer lifetime value.”
“We were missing opportunities to grow our business,” said Mathieux. “Most clubs had limited or no access to predictive analytics, but today, it’s the lifeblood of their marketing campaigns.”
Mathieux’s team is currently using predictive models built with InfiniteInsight™ to optimize marketing campaigns for nearly 70% of the AAA membership and across a variety of channels, including the call center, direct mail and email with future plans to include websites and social networking. In some instances, individual clubs at AAA have attributed millions of dollars in sales to campaigns optimized by InfiniteInsight™.
“My hats off to AAA, who’s using predictive analytics to deliver meaningful and actionable insight across its business,” says John Ball, CEO of KXEN. “By finding exciting ways to identify revenue opportunities with its members, it’s clear why AAA has grown into such a household brand.”
Supporting Resources
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About AAA
As North America's largest motoring and leisure travel organization, AAA provides its 53 million members with travel, insurance, financial and automotive-related services, as well as member-exclusive savings. Since its founding in 1902, the not-for-profit, fully tax-paying AAA has been a leader and advocate for the safety and security of all travelers. AAA clubs can be visited on the Internet at www.aaa.com.
About KXEN
KXEN is revolutionizing the way companies use predictive analytics to make better decisions. Based on patented innovations, the company's flagship product, InfiniteInsight™, delivers orders of magnitude improvements in speed and agility to optimize every step in the customer lifecycle - including acquisition, cross-sell, up-sell, retention and next best activity. Proven with over 400 deployments at companies such as Bank of America, Barclays, Wells Fargo, Lowe’s, Meredith Corporation, Rogers, and Vodafone, KXEN solutions deliver predictive power and infinite insight™. KXEN is headquartered in San Francisco, California with field offices in the U.S., Paris and London.