AGCO Hits UCC Jackpot

Analyzing and monitoring the market. Defining and targeting customers. Creating cost-efficient, effective and successful marketing campaigns. These are the challenges facing any marketing professional.

For Allison Bass, Manager of Brand Marketing for Challenger – AGCO’s agricultural equipment line sold primarily through the Caterpillar dealer network – using Catapult and the Catapult Analytics suite enables her to access and organize her UCC data, generating powerful marketing and sales tools for her company.

Bass primarily uses EDA data to develop targeted marketing campaigns on behalf of the Challenger dealer network. “We are targeting competitive owners of similar equipment, usually based on equipment category and size as well as defined sales territory,” says Bass. “There are six dealers that we are marketing on behalf of this year. We’ll work with each dealer to help them define who they want to target, where, and what competitive brands they are going after. Then we set about the business of developing an annual communication plan designed to generate leads which are further qualified by collection of valuable primary data.  As soon as this primary data is collected, it is then used to make subsequent marketing activities that much more personalized and relevant.  The campaign is comprised of direct mail, outbound telemarketing, inbound telemarketing, and a web site, and it’s all driven off of this data.”

Bass recently began utilizing the Catapult WatchTools and has been discovering how effective they are at providing the information she needs to better measure the activities of those in Challenger’s marketing program. 

Bass has started using EventWatch, which allows her to upload an attendee list for company and dealer events such as tradeshows, open houses, demo days, direct mailings, or telemarketing campaigns, and then monitor post-event spending automatically.

“I’m excited to see what EventWatch does in terms of telling us not only that someone bought, but what brand they bought,” says Bass. “We can use this to determine the success metrics of a marketing campaign.”

As Bass and AGCO have found success with one part of EDA, they are adding services and increasing their success. They are also piquing the interest of other divisions in the company. “I think this will only increase as we demonstrate the types of measurement we can get by means of EDA’s tools,” she adds. “There are so many areas where you can use EDA data, and it’s just a matter of digging in to do the analysis. As we continue down this path, we’re going to continue to get more interest from other departments. I can see that happening by next year based on the interest level I’ve seen so far. Sharing successes hopefully will get more and more folks interested in having access to the data.”

Ultimately, the success of a marketing campaign is based on sales. “How do we prove whether this investment is worthwhile? We show sales,” Bass concludes. “We show that we’ve moved iron.”

With EDA’s data and Catapult tools, this just became a lot easier.

Jennefer Pizza is a Customer Experience Account Manager at EDA
jpizza@edadata.com | 704-814-1411