Autosport International - Customer Segmentation

Customer Segmentation

The Challenge

Autosport International host a racing car show that was suffering from depleting visitor volumes. Our challenge was to optimise their data, maximising the number of returnee visitors on a yearly basis.

What We Did

Marketing Metrix developed a retention programme using in-depth segmentation techniques and analysis of previous booking behaviour. The analysis highlighted the types of offers, frequency of communications and creative design each segment should receive in order to maximise response.

Autosport International

The Outcome

All three direct mail campaigns saw an increase in response when compared to the previous year. On average, response rates increased by a whopping 1.15%, that’s an uplift of 102%.

  • 102% uplift