Marketsmith Case Studies
DRTV Marketing
Outcome
We uncovered that overspend in one media outlet skewed results and by reallocating spend, media efficiency nearly tripled, cutting the cost per lead by almost two thirds and increasing revenue to a level 50% higher than necessary to justify the spend.
Solution
Marketsmith performed in-depth, line by line analysis on media spend to determine spending patterns and cost structure versus performance by station, day, and time.
Problem
DRTV marketer looking to expand into international markets was facing prohibitively high customer acquisition costs.
Web/E-commerce Marketing
Outcome
Of the customers who received the email invitation to Facebook, 32% signed up as fans. In the three month period, the Facebook names performed at a 50% higher rate than the email alone names.
Solution
We set up a two tier test using an email campaign to send customers to the Facebook page. Offers were then promoted on the Facebook page at the same time that customers were receiving emails. We adapted the traditional matchback process to measure actual performance.
Problem
Luxury retailer with young skewing customer base set up a Facebook Brand/Organization page, but wanted to know both how interested customers were in becoming fans and how effective the page was as a store driver.
CRM/Loyalty Programs
Outcome
By targeting customers through database and creating tailored messaging, increased revenues from low performing category by 10% versus customers who did not receive mailer.
We improved data capture rate for all channels increasing total names captured by 37% in the past two years and total emails by 10%.
Solution
Designed and built database consolidating data retail operations, warranty cards, repair, and direct. Identified customers purchase behavior over multiple channels, tracking all interactions with the Brand.
Increased customer data capture to grow direct mail and email lists.
Problem
High end travel and accessories manufacturer and retailer wanted to understand its customers path to purchase and purchase behavior over time.
Best Practice Audits
Outcome
In our first six months, we decreased operational expenses by $13 million.
In our first year, we expanded reach for seven products and improved the media efficiency ratio (MER) for each product an average of 70% by coordinating and providing hands-on direction to our different media buying agencies.
In year over year comparisons, revenue more than tripled.
Solution
Marketsmith brought a new perspective to both marketing strategy and analysis to the long form only business. We built a direct to consumer business, creating a marketing database for email marketing and persona development; we introduced short form paid search, new website, Hispanic marketing and Canada; we incorporated market research to produce more effective infomercials; and we created new analytics reports, providing actionable analysis to guide strategy.
Problem
DRTV home appliance giant with constantly increasing suite of product offerings wanted to increase direct to consumer sales and channels, streamline expenses, and improve overall return on investment.
