Download A large PC manufacturer uses AgilOne for improving direct

A large PC manufacturer uses
AgilOne for improving direct
marketing ROI
PC Manufacturing and AgilOne
Case Study
A PC manufacturer
desired a cleaner
marketing database
and more rigorous
revenue attribution.
AgilOne successfully cleansed many years worth of database
contacts and augmented contact information with 3rd party data sources, and used
revenue match-back attribution to determine impact of direct marketing vehicles.
Before the proliferation of multi-channel marketing, it was easier for marketers to
track their customers. In a less complex data system, the sales impact of direct mail
was easily identifiable — especially for companies with direct-to-customer sales
models. In today’s marketing environment, the efficacy of direct mail becomes
less clear, especially for companies engaged in a multi-channel sales model. With
the advent of social, mobile and localized marketing, a company’s historical direct
marketing mix may no longer be valid. AgilOne has significant experience with
implementing the AgilOne Marketing Platform within marketing organizations that
are at an inflection point with their direct marketing mix. These companies are now
able to use big data and predictive analytics to make immediate short-term changes
that drive higher marketing ROI.
A personal computer manufacturer has both direct and channel B2B sales models.
Over the past ten years, the manufacturer had been utilizing digital display, paid
search, e-mail, monthly catalogs and ad-hoc direct mail for marketing to existing
customers and prospects. In recent years, domestic sales of its main product
segment started to flatten and then decline. As other customer segments and sales
geographies became a higher priority, the manufacturer started to question its
historical domestic B2B marketing mix. More specifically, it questioned the efficacy
of its investment in a monthly catalog and in ad-hoc direct mail campaigns.
The challenge
In order to obtain a short-term view of the impact of its direct marketing activities,
the manufacturer attempted to match its customer direct and channel sales
transaction data back to their mailing list contacts. However, the manufacturer’s
self-generated sales match-back results were inconsistent from month-to-month
due to contact record duplicates, incomplete records and disparate sales data
sources. The manufacturer recognized that a more meticulous approach to
analytics was required to make data driven marketing strategy decisions.
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Rigorous Data Quality &
Revenue Attribution
Data Quality Engine (DQE):
Cleansing, de-duplication and
augmentation of manufacturers
B2B customer and prospect
contact information.
Revenue Attribution:
More rigorous match-back
algorithms provides more
consistent results.
Data Driven Decisions:
Match-back reporting drives
strategic and tactical marketing
decisions.
PC Manufacturing and AgilOne
AgilOne solution
Partly due to the low quality of the contact database data, the manufacturer selected
AgilOne for their marketing platform. AgilOne was able to cleanse, de-duplicate
and augment the manufacturer’s customer database with valuable 3rd party
business information. After working with the company to assess and confirm the
most accurate sales data sources, AgilOne implemented a more advanced revenue
match-back algorithm that consistently estimated the short-term influenced
revenue from marketing activities. Using the match-back results and the support
of AgilOne Professional Services, the manufacturer was able to determine which
catalog recipients were the most valuable customers. As a next step, both parties
jointly developed a testing plan to optimize the catalog’s return. The plan focused
on determining the optimal catalog circulation and the best distribution list mix
between prospects and existing customers.
The results
Utilizing the testing results the manufacturer made dynamic changes to optimize
circulation resulting in:
• 25% increase in customer site purchase rate
• 64% increase in catalog ROI
• Reduction in catalog production spend shifted to experiments in new media
including mobile display and mobile click-to-call technologies
Today, work is underway on incorporating revenue match-back results from call
center and other outbound marketing activities. Additionally, AgilOne’s marketing
platform informs nearly all of the manufacturer’s current B2B budgetary and mix
decisions.
AgilOne is a comprehensive
cloud-based marketing
intelligence platform that
helps companies maximize
their impact and effectiveness
across all channels. AgilOne’s
powerful applications help
clients know what customers
are likely to buy, resulting
in higher sales and lower
costs. Our clients include
brands such as Bosch, Ideeli,
Mavi, PetCareRx, Shazam,
and Sports Authority.
agilone.com
AgilOne Inc.
1091 N Shoreline Blvd, #250
Mountain View, CA 94043
(877) 769-3047
(408) 404-0152 fax
[email protected]
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agilone.com