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...