Cross-Selling & Upselling

• Cross-Selling – is the practice

of selling an additional product to a
customer that satisfies additional,
complementary needs that are
unfulfilled by the original item

• Upselling - is the practice of

encouraging customers to
purchase a comparable higher-end
product than what is being
demanded by the customer
Using Data Mining to Improve Cross-Selling

• Ability to gain a 360-degree view of all customers across the totality of their relationship
• Know which customers will be the most profitable
• Ability to target specific products to specific customers, ex – credit cards, investment plans
• Resources can be allocated more towards profitable customers

• Ability to predict customer behavior in advance

• Know which products certain customers would approach next
• Ability to predict when a customer would be ready for a certain product

• Ultimately leads to better customer relationships

• Use of tools such as SAS Enterprise Miner

• Broad range of analytics to enhance both cross sell and up sell capabilities