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Client: The regional office of a national provider of cable-based entertainment and communications services. |
Challenges: The client had earned awards as having the highest market penetration rate among the company's several regional offices. Nevertheless, the Director of Marketing was challenged to continue to increase market penetration and sales growth. No one was certain how much additional growth could be achieved... or how to do it.
Solution: Management Analytics Group worked with the company's database warehouse team to extract and analyze the purchase behavior of all current and lapsed customers. The results of several simple analysis techniques were not informative. MAG then used its proprietary Advocate-Buyer-Tryer (ABT) Analysis to reveal several high-potential customer segments that were hidden in much larger under-performing customer segments. MAG analyzed these "nuggets" and assisted the company in designing a promotional campaign specifically to capture these "hidden" high-profit customers.
Results: Management Analytics Group found "hidden nugget" segments helped the client to achieve the incremental gains needed to stay ahead of the other divisions. Because Management Analytics Group provided household-level contact lists, the promotion was very narrowly focused. This controlled the costs of the promotion so that marketing ROI was maintained.
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