Philip Morris International (PMI), a global leader in Reduced-Risk Tobacco Products (RRPs), partnered with Satori Analytics to revolutionize customer engagement across its operations in Bulgaria and Cyprus. Through advanced analytics, PMI enhanced loyalty, optimized marketing strategies, and delivered meaningful personalization at scale, setting a new benchmark for customer-centric transformation.
The Challenge
In a competitive landscape shaped by evolving consumer preferences and increased demand for RRPs, PMI faced several market pressures:
• Customer Retention: Strengthening loyalty and reducing churn were vital to sustaining market leadership.
• Optimizing Marketing Efficiency: Allocating resources effectively required deeper customer insights to craft precise, impactful campaigns.
• Delivering Personalization: Meeting diverse customer needs demanded scalable solutions informed by rich analytics.
Although PMI had access to extensive customer data, the challenge was to leverage it fully to create a seamless, data-driven customer experience.
The Solution
Satori Analytics implemented a comprehensive solution to transform PMI’s customer engagement strategy, blending advanced analytics, predictive modeling, and enhanced reporting capabilities.
1. Advanced Segmentation and Insights
Using behavioral and transactional data, customers were segmented into distinct groups, enabling PMI to tailor its strategies to specific audience needs.
2. Predictive Models for Proactive Retention
• Churn Prediction: Machine learning algorithms identified at-risk customers, allowing proactive retention efforts such as personalized offers.
• Customer Lifetime Value (CLV): CLV modeling helped prioritize high-value segments, ensuring the most impactful allocation of resources.
3. Scalable Personalization
Segmented insights powered hyper-personalized campaigns across digital and traditional marketing channels, enhancing relevance and engagement.
4. Enhanced Tools and Reporting
Dynamic dashboards built in Power BI provided actionable insights into campaign effectiveness, segment movement, and customer behavior trends, empowering PMI teams to make data-driven decisions swiftly.
Results
The project achieved transformative results, including:
• Increase in Retention and Loyalty: Improved segment stability and proactive retention strategies significantly reduced customer churn.
• Optimized Marketing Budget: Resources were allocated more efficiently, targeting the right customers with the right messages at the right time.
• Enhanced Engagement: Personalized campaigns improved click-through rates, conversions, and customer satisfaction.
• Data-Driven Decisions: Insights empowered agile responses to evolving market dynamics, fostering long-term competitiveness.
A Human-Centered Approach to Data
Satori’s collaboration with PMI demonstrated the power of data-driven transformation while maintaining a focus on customer relationships.
“Satori doesn’t deliver just numbers and insights. The team ‘lives’ our business challenges and success stories, following up on the impact of our initiatives and uncovering opportunities hidden in the data.” Dimitar Kostov, Head of Consumer Experience, Philip Morris
“Satori Analytics has proven to be quite resourceful in finding ways to better explore and analyze our user base, providing a valuable engine which allows us to engage consumers with more relevant and time-critical communication.” Raki Hadjiossif, Consumer Journey Lead
A Blueprint for Future Success
By harnessing advanced analytics, PMI set a new standard for customer engagement across Bulgaria and Cyprus. The success of this project is a testament to how data-driven innovation can deliver measurable outcomes and sustain market leadership.
Contact Satori Analytics today to explore how we can help your business achieve similar success.
