Insights

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  • Developing a Platform for Customer Insight

    15 July 2017
    North Highland, Member Firm (US and UK)

    Client Situation
    A leading automotive vendor had a large set of customers that predominantly purchased a single product type: oil. The organization wanted to understand how it could effectively segment these customers to purchase a more diversified set of offerings across other transportation equipment, product, and service categories.

    With this goal, the client engaged North Highland to apply its segmentation and predictive analytics methodology towards the development of a behavioral profile of its “oil-only” customers that are likely to upgrade their purchases to mechanical services. Given that 65% of these “oil-only” customers had never purchased this additional service, this segment—coined “the persuadables”—represented a key, untapped opportunity.

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