Case Study: Canon achieves behaviour-led customer segmentation with Apteco

Having a ‘repeatable Process’ Around Data Analytics Was a Revolution for the Business Solutions Area of Canon

Canon partnered with Apteco and reseller Dun & Bradstreet to better understand customer behaviour and improve how it serves customers. Canon had large volumes of operational data from printers and multifunction devices, but its existing invoice-based analysis was too limited to show when and how customers were actually using its equipment, making segmentation and strategic marketing difficult.

Using Apteco FastStats and FastStats Geo with Dun & Bradstreet data, Canon matched over 200,000 customer accounts, included more than 400,000 printer contracts, and analysed over 5 million meter readings to build behaviour-led customer segmentation. The result was a 3m addressable market definition, 122k Salesforce records classified, and 198k customer records enriched with actionable insight, helping Canon build a more customer-centric support model and improve sales targeting and customer experience.

Canon