Cross-selling potential becomes visible when customer data from different business units is brought together and analyzed jointly for the first time. This frequently reveals: the majority of customers use only a fraction of the product portfolio. In the case of ADAC Hansa, fewer than one percent of members had booked products from more than one business unit.

Exploratory data analysis identifies customer journeys, seasonal patterns, and customer segments. AI models go one step further: they calculate for each individual member which products from other business units are most likely to be of interest. This transforms an invisible potential into a concrete recommendation.