Case Studies

 

Headlines 

  • Ad-Catalyst allows marketers to calculate optimal omnichannel campaigns, maximizing budget impact
  • The “Free Money Effect”: Increased sales without increased budget
  • Custometrics model drives acquisition for a television service provider
  • Custometrics model helps a wireless service provide drive down churn by over 20%
  • Custometrics steers sales teams to the right opportunities for an enterprise sales marketer.

 

Ad-Catalyst allows marketers to calculate optimal omnichannel campaigns, maximizing budget impact

Ad-Catalyst is a breakthrough product that helps marketers measure the impact of each and every element of their marketing communication effort on sales.  Designed to tell the ROI story behind ad effectiveness, Ad-Catalyst is built with the needs of large-scale advertisers in mind.  Ad-Catalyst is an analytic and decision-making suite of tools that shows you how all elements of your communication mix (on and offline) contributes (or doesn’t) to growth.  We create a model that allows us to measure the level of baseline demand for your products (demand that would have taken place whether you advertise or not) and then measure the incremental lift that marketing communications creates.  The product then shows us how each element in the mix contributes; quantifying the sales lift and ROI for each channel, tactic, market and time period. Finally, all of this information can be used with a custom-designed Optimization process to plan a more effective marketing campaign.  With Ad-Catalyst, our clients are able to achieve improvements in the ROI of their campaigns on the order of 10-35%.

The “Free Money Effect”: Increased sales without increased budget

A marketer in the auto repair space needed to better allocate marketing budget between its online channels (paid search, banner display, mobile, video, audio, social, mapping) and offline channels (TV, radio, print).  Ad-Catalyst showed how to shift budget from low to high producing channels, create better mixes, tailored to each media market, and how to change the timing of the campaign to better effect.  The opportunity to increase sales by 9% without increasing spend put this marketer in a more efficient path to growth.

Custometrics model drives acquisition for a television service provider

When a TV service provider wanted to achieve tough customer acquisition objectives with a limited budget, against an entrenched competitor, they needed a way to predict, in advance of a campaign, how many new customers they would attract from a given market and through given channel combinations and tactics.  Custometrics designed a model and related decision-making system that delivered on this need.  Further, the model generated insight about the marketplace that fueled business strategy and even helped local dealers plan their efforts to increased effect.

Custometrics model helps a wireless service provide drive down churn by over 20%

A leading wireless service provider was facing a crisis in its churn numbers.  Customers were leaving at a record pace and it was not clear why.  The urgent need was to find out and quickly develop programs that would cut these losses.

Custometrics first developed a rapid implementation model that could be used within 30 days in all channels of communication.  Then, we developed a combination of predictive modeling and primary research that allowed us to quantify risk but more importantly identify tactics that would reduce that risk.  Communication against risk scores alone would, in our experience, only make matter worse.  By careful targeting of the right message and offer to the right customer at the right time, and optimizing this mix of tactics over the full customer base, we were able to drive churn down by over 20%, as measured against control groups.  Not only did this model identify who was likely to leave, but the probability we could keep them with different tactics.  This diagnostic was available for each customer, giving us an ability to deliver truly relevant communication and offers.

Custometrics steers sales teams to the right opportunities for an enterprise sales marketer.

For many B2B marketers today, especially in the Enterprise space, and especially among those who manage sales forces, a little bit of knowledge can be a very dangerous thing.  Custometrics was asked to work with an Enterprise Software vendor to help identify more opportunities, of higher value, than the sales teams were able to do on their own with existing resources.  After a thorough Discovery process, we were hired to build a Pipeline model; a way of scoring prospects and existing customers for future sales potential.  The model identified revenue and specific product opportunities in a way that allowed our client to re-deploy sales, telemarketing, email and other marketing resources to generate a significant improvement in sales without having to increase marketing budgets.  Getting more done for less?  Another way Custometrics helps our clients make better marketing decisions.