ZIPCAR CASE STUDY Finding the Driver of Consumer HabitsThe Customer Zipcar is the world’s largest car-sharing service. By making vehicles available for rent by the hour or day, Zipcar offers a compelling alternative to traditional car rental or ownership. Zipcar members pay monthly or annual membership fees that allow them to rent cars on demand. For any subscription business, customer loyalty is key to lower acquisition costs. Zipcar wanted to develop a lifecycle marketing program that would boost product adoption, the key driver of customer loyalty, and increase client lifetime value. But first, they needed to make sense of the data they’ve collected over the years to build out their strategy. SELLIGENT HAS ENABLED US TO USE DATA TO CREATE MORE DYNAMIC CONTENT AND PER

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