Data Analytics • Research • Media Services • Direct Marketing
The holiday season is challenging enough for the leading vacuum brands—there is a very short window to clean
up the most fourth-quarter sales. But Shark faced an even bigger hurdle—Dyson was outspending Shark on the
media front four to one.
Marketsmith put its proprietary, patented planning tool i.Predictus to work, analyzing every single media
placement to understand exactly how each media opportunity was performing. Then, i.Predictus and the
Marketsmith planners were able to optimize spending by strategically reworking the placements throughout
the holiday season.
Due to our precise optimization planning, Shark not only swept up 28% more revenue over the period, it did
so while actually spending 21% less, proving that it's not how much money you spend at the holidays that
counts, but how wisely you spend it.