Case study · Financial services
Marketing Optimization
Modeled what drives inquiries, pre-qualified buyers and sales — nationally and by DMA — and rebalanced marketing spend.
Client
A major financial services company
Industry
Financial services
Result
$100MM improvement in marketing ROI
Capability
Analytic & Consulting Services
The situation
What the client was facing.
The client wanted to optimize marketing decisions at every level — national, market, DMA and local agent — and to understand how media, messages and marketing tools compared.
Decisions needed at four levels
Many media and messages to compare
Spend not tied to outcomes
Our approach
How we got there.
Methods used
- 01
Built statistical models for inquiries, pre-qualified buyers and completed sales
- 02
Assessed macro, competitive and company variables — including pricing, impressions and media spend
- 03
Ran the analysis at national and DMA level
- 04
Outlined implications for each outcome
- 05
Developed guidelines for optimal marketing spend
Value created
$100MM
improvement in marketing ROI
Key drivers identified for inquiries, pre-qualified buyers and sales
The highest-impact levers tested with what-if scenarios
Clear guidelines for the marketing program
Recommendations on where to add — and where to cut — spend
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