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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. 2 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] 3 agilone.com