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How Renault CRM uses data to move from Volume to Value with Equancy
Oct 3, 2023 — 03:05 pm - 3:20 PMPlénière 2023
Description
The Renaulution plan launched in 2021 has redirected the Group's strategy from volume to value, targeting higher-margin customers and vehicles in particular. Supporting this strategy with CRM requires harnessing the best of datascience and AI to predict behavior, anticipate reasons for purchase, in fine profoundly transforming the very notion of segmentation, at the service of marketing performance.