Teasley
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Using Data to Make Improvements in Marketing - Case Studies
We have experience that we can apply to your industry. If your industry is not represented in these examples below do not worry - we have experience in many industries. We have worked in many more industries than are listed here - and the techniques and approaches used in these examples can be applied easily to other industries as well.
The following all examples of how we have used data to help companies improve their marketing programs. You will also make improvements to your marketing programs if you work with us.
Wireless Telecommunications
Situation: Recently we conducted a project for a wireless telecommunications company. They were utilizing mass advertising and direct mail, but were not happy with their mailing’s response rates. They wanted to mail to better prospects, but were not sure how to identify them.
Solution: We worked with them, conducted analysis for them, and created and acquired a list of prospects for them. Based on the analysis we predicted that the prospects on the list would be more likely to respond to their offers than other prospects.
Results: The result was the best mailing campaign they have ever had. Response rates were somewhere between 50% and 150% higher than previous mailings. They will also achieve even higher response rates to future mailings using knowledge gained from the results of the campaign.
Computer Manufacturer
Situation: A recent project for a major computer manufacturer focused on their concern for their customer retention levels. They were facing threats from other computer manufacturing companies in one of their major markets.
Solution: We worked with them to conduct a survey and then examined and analyzed the resulting data. The analysis discovered some clear opportunities for their customer retention programs. The results included some surprising results that would not have been known without careful analysis of the data.
Results: The manufacturer was able to focus on items of definite interest to their customers and design a customer retention program that addressed the specific needs and requests of the best customers in their market.
Retail/Catalog
Situation: A successful catalog business had amassed a database of approximately two million customers. Due to rising paper and postal costs, their budget limited them to sending only 300,000 copies of their catalog in an upcoming mailing. They wanted to achieve the best response rate in terms of both the number of customers responding and the average order size.
Solution: We analyzed the purchasing habits of the existing catalog customers. The analysis went far beyond an “RFM” (Recency – Frequency – Monetary) analysis and showed among other things what specific products were indicative of their best prospects. We then delivered a file of the top 300,000 to the catalog company for delivery to their print shop.
Results: The highest response rate ever achieved for one of the catalog mailings. The response rate was 30% to 80% higher than any previous mailing.
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We would love to add your company's example to this list. Please contact us at: 646.414.1100 to start making similar improvements to your marketing programs.