Understanding Nissans customers using Pen Portraits

The Challenge

Nissan wanted to gain a better understanding of who their customers are and use the learnings to improve the relevancy of their CRM content. The insights would also allow Nissan to enhance personalisation of their 'business as usual' marketing activity, leading to improved rates of engagement and subsequent sales.

Our Approach

We developed a clustering methodology to identify clear personas for each customer segment. Variables gained from Nissan’s customer base, combined with features defined by our proprietary data and analytics tools, allowed us to categorise the full base of Nissan’s First Party Data.

Nissan Data
+ Age
+ Lifetime ownerships
+ New ownerships %
+ Mean ownership length
+ Tenure days

Our Proprietary Data
+ Social grade
+ Household income
+ Household size
+ Number of cars
+ Premium good preference

The Results

After multiple stages of data analysis, we had created the optimal cluster solution. This would help create a common language for Nissan to understand consumer tastes, preferences, and behaviour.

Four clear clusters had been defined and categorised into “Pen-Portraits”. These help Nissan improve targeting and shape future CRM campaigns:

+ Cluster 1 – Younger Families
+ Cluster 2 – Rich Families
+ Cluster 3 – Late Professionals
+ Cluster 4 – Older Couples

e.g. Cluster 2 were the most affluent group, with an average household income of £95k. They drive the most of any cluster and have a range of insurances (including breakdown cover).

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Understanding Nissan's customers using Pen Portraits

The Challenge

Our Approach

The Results

Client Testimonial

Discover another one of our success stories

The Very Group

Finding new customers for The Very Group →

Want to realise ROI by delivering more engaging customer experiences online and instore?

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Understanding Nissan's customers using Pen Portraits

The Challenge

Our Approach

The Results

Client Testimonial

Discover another one of our success stories

The Very Group

Finding new customers for The Very Group →

Want to realise ROI by delivering more engaging customer experiences online and instore? ​​

We can help. Get in touch to find out more.

Want to realise ROI by delivering more engaging customer experiences online and instore?