cdw

and your revenue stalls around 5 billion dollars? You task Engauge to find a way to acquire more high-value customers and kick-start your overall revenue growth.

We began by assessing the state of their database. What we discovered was that CDW did not have a comprehensive, consolidated database. And had not yet built a consolidated 360-degree database of their customers, their values, and their behaviors. So the first step was to design and build a database containing three years of transaction history. The next step was to define a segmentation schema that made sense based on the database content. So we developed a framework that defined the incremental revenue potential of each account and then scored each record in the database. Once this new framework was in place, we performed C.O.R.E. scoring in order to gain greater insight into CDW's customers and their value to the business. Finally, we were able to define a specific budget allowance for each of the segments to ensure maximum return on investment on all marketing efforts.

Armed with this analysis, we helped CDW align their marketing efforts with customer values and drivers, resulting in more effective communications and a greater return on marketing investment. The new approach was validated as revenues increased and the segments that were defined as having the most incremental potential were confirmed. And in 2006, CDW reached record sales of over 7 billion, which lead to its eventual acquisition by a private equity firm a year later.