From data mining to digital journeys
Marel mined 8.3 million data points and orders from more than 12,000 customers to bring home more bacon.
Many companies have a hard time combining their marketing and sales efforts, and also struggle to make good use of data. This is especially true for B2B companies, but Marel decided to face these challenges head on with a very ambitious digital customer program in 2021.
Marel is a leading global provider of advanced food processing equipment, software and services to the poultry, meat and fish industries.
With 2nd and 3rd party data on potential customer getting increasingly difficult to obtain and use, Marel decided to focused on 1st party data on existing customers. The project started out with a thorough data mining process diving into more than 20,000 orders from 12,000 customers which was in the scope for this project.
The goal of analyzing all this data was to discover relevant patterns in the products customers were purchasing and map out frequent product pairings. Then, standing on this solid framework of knowledge, Marel and Merkle went on to create the customer journey programs and creative work aimed at increasing Marel’s success in cross-selling to active customers and re-engaging inactive customers.