SKAGEN Funds: The Rich List

This case study describes how Skagen Funds, a trustfund management company, boosted its market position in Denmark through its The Rich List campaign.

SKAGEN Funds: The Rich List

Executive summary

Product Description:

SKAGEN Funds is one of Scandinavia's leading unit trustfund management companies, managing a number of equity and fixed income funds with a good track record.

Objective of the Campaign:

In 2015, SKAGEN Funds wanted to boost its market position in Denmark. To be able to find the most attractive private investors, eight data driven archetypes were developed based on: - Customer data, enriched with publicly accessible data - Interviews and focus groups involving both existing and prospective customers. This campaign targeted one special archetype characterised by having a high-ranking career position...

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