smartFOCUS Drives AAA to More Than $1 Million Increase in Incremental Sales

- North America’s largest motoring and leisure travel organization uses smartFOCUS for multi-channel marketing and analytics to increase sales -

BOSTON — AAA, the nation’s largest organization for motorists and leisure travelers, has implemented smartFOCUS’s full suite of marketing software to increase cross-sell and up-sell opportunities across the association’s more than 51 million members.

Since deploying the smartFOCUS solution, AAA has seen a 50 percent increase in renewals in some segments. The association has also made improvements to its customer intelligence and business processes, which allow the company to easily measure customer engagement and customer value. In fact, AAA has seen an increase of more than $1 million in incremental sales in just one travel campaign being run with smartFOCUS’ application suite.

AAA needed a solution that would allow it to maintain and manipulate multiple data lists on behalf of its clubs, including individual customer, household and transaction data. The association has made the smartFOCUS multi-channel marketing software available to each of its clubs for analytics, campaign management, modeling and reporting - accessed through smartFOCUS’s intuitive drag-and-drop interface. To date, AAA has deployed the suite across 25 of its 40+ existing clubs.

With smartFOCUS, AAA’s marketers are now empowered to construct and execute targeted campaigns, plus they have the ability to model likely responses of different customer audiences in order to secure better results.

The organization can better define data groups, profile buying and retention patterns. Plus, AAA is now able to determine which groups and individuals demonstrate an interest in particular offers, products and services. Based on this and predictive analysis, the suite can create valuable insight about future performance in order to design and execute complex and targeted direct marketing campaigns and interactive campaign reports that can be used by anyone in the company.

“SmartFOCUS has given subscribing clubs more control over our marketing campaigns than ever before,” said Daniel Mathieux, Director of AAA’s MRM Action Center. “We can now look at the campaign’s performance and refine future marketing based on that intelligence. And, with the modeling component, we can accurately predict how our campaigns will fare.”

According to Chris Underhill, CEO of smartFOCUS: “Our partnership with AAA demonstrates the value that can be delivered from intuitive, easy-to-use multi-channel marketing software. By empowering its marketing teams with access to data, advanced analysis and customer insight, AAA has realized improved campaign results and business performance alongside a significant return on its investment in smartFOCUS.”

About smartFOCUS:

A leading international provider of multi-channel marketing software and services, smartFOCUS and its Intelligent Marketing solutions integrate data to deliver the most powerful analysis and customer insight, enabling communication across the entire marketing operation.

More than 700 companies worldwide rely on smartFOCUS to inspire customers, improve results and transform marketing performance. Clients and partners include AAA, ABN AMRO, ASOS, Centre Parcs, EasyJet, EMI, Epson Europe, Equifax, Eurocamp, Harrods, Hilton International, Landal Green Park, Manchester United FC, QVC, Rabobank, RCI-GVN, Société Générale and Sony Europe.

smartFOCUS in news media:

smartFOCUS Astech, a specialist division of smartFOCUS located in Denver, Colo., U.S., provides marketing expertise and Intelligent Marketing solutions that serve more than 200 news media companies internationally. Customers include USA Today, the New York Times Regional Media Group and the Washington Post.

smartFOCUS in e-mail and digital marketing:

smartFOCUS Digital, a specialist division of smartFOCUS, located in London, U.K., provides smartMARKETER eChannel a fully on-demand digital marketing solution that serves each of its customers with e-mail, mobile, social network, landing page, microsites and RSS channel communications.

smartFOCUS is headquartered in Bristol, U.K., with operations in the U.S., Europe and Asia Pacific. For more information, visit www.smartFOCUS.com.

About AAA:

North America’s largest motoring and leisure travel organization, AAA provides more than 51 million members with travel-, insurance-, financial- and automotive-related services. Since its founding in 1902, AAA has been a leader and advocate for the safety and security of all travelers. Visit AAA on the Internet at AAA.com.