Improved penetration and direct mail ROI for global retailer
Case Studies / Retail / Improve Marketing ROI
Global retailer was experiencing deteriorating ROI on marketing campaigns, and lower penetration among prospects in a key market.
Traditional response models tend to improve response rates by exclusions. Our focus was on customer actions/queries in near term to determine optimal offer for each prospect.
We developed an innovative analytical framework to combine prospect characteristics and detailed historical information on contacts/response to determine the “next best” personalized offer.
We increased the conversion rate by 40% over a period of 2 years and reduced the cost of conversions by approximately 50%. We reduced the necessary touchpoints required for conversions from 11 to 6.