The Royal Canadian Mint is the Crown Corporation responsible for the minting and distribution of Canada’s circulation coins. Recognized as one of the largest and most versatile mints in the world, it offers a wide range of branded investment, collectible and secure payment products and services.
The Royal Canadian Mint wanted to better understand the behaviour of its collectible coin buyers. With an active consumer database that has tripled since 2010, the Mint needed to find new ways to manage its growth, understand changes in its composition and quickly take action based on the analysis. By identifying key characteristics of high-value customers, the Mint wanted to create custom models to develop effective up-sell and cross-sell strategies throughout the consumer lifecycle.
The data and analytics helped the Mint add 140,000 new customers in a single campaign. The Mint also became more skilled at growing its customer base. Using a customer model to predict customer behaviour at the individual level, the Mint was able to identify 15 percent more prospects for major coin purchases—and predicted higher revenues over the next year.
The Mint now uses PRIZM data when selecting print and online media and choosing postal walks for unaddressed admail campaigns. It also incorporates custom models to develop effective up-sell and cross-sell strategies. And rather than rely solely on surveys or progressive profiling techniques that take months to segment customers, the Mint uses lifestyle-based segmentation to quickly develop targeted marketing campaigns—cutting the analytical time from more than six weeks to less than two.
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