Client has diverse product offerings with immense cross-sell potential but cross-sell efforts had been lagging
Cross tabulation of penetration rates across major product lines showed rates were below industry average for most product line
Existing initiatives consisted of list sharing
Benchmark cross-sell penetration across product line to identify gaps and opportunities
Analyze predictive power of key behavioral / demographic indicators and develop portfolio segments with distinct purchase patterns and propensity using cluster analysis
Design customized marketing messages to each segment
Launch pilot projects to test effectiveness and generate key learnings
Monitor pilots, analyze response and plan full scale launch
