To improve engagement and increase customer lifetime value, Electrolux is dismantling silos and integrating data. In 2021, the global brand established a team for global analytics and consumers. Data was very decentralized at that time.
They started collaborating with the customer data technology company Actable to develop a roadmap for their analytics strategy. A CDP from BlueConic was also put into use by them to start centralizing and activating data. Standard definitions of important data points and KPIs had to be established for the data plan for Electrolux to function across the entire organization.
The business hopes to raise CLV through this and the CDP by better segmenting its clientele and personalizing its communications.