Analysis Case Studies

Client: Consumer electronics retailer

Problem Area: Customer engagement and lifetime value were declining.

Underlying Causes: Marketing messages were undifferentiated and too often irrelevant.

Our Solution: The process began with a comprehensive assessment and the consolidation of several disparate data sources into a Customer Insight platform that was hosted and maintained in Mercury’s data center. Before proceeding with marketing campaigns to encourage brand loyalty with its customers, the client first had to get to know them—their purchasing behavior, favored products, average spend, etc. Mercury’s data services and analysis teams were able to mine an enormous amount of accumulated transaction information and then use our TrueAim methodology to segment customers into relevant groups based on customer value and purchase behavior.

Client Benefit: Marrying this new understanding of the client’s customers with the business’s goals and desired customer behavior enabled Mercury to migrate the client away from costly, less effective marketing programs and FSI strategies and into several dramatically more successful campaigns that generated triple-digit, and in some instances quadruple-digit, ROI.

Client: National healthcare provider

Problem Area: Direct marketing program measurement was lacking.

Underlying Causes: Internally managed measurement was difficult and time-consuming due to slow data management processes.

Our Solution: Leveraging Mercury’s HIPAA-compliant process,
our data center received a secure feed of patient healthcare transaction history. Our analysis team measured the effectiveness of the program and utilized our findings to make recommendations for future direct marketing programs, including offer-sensitivity testing, control-group selection criteria and geographical targeting.

Client Benefit: In addition to understanding the ROI generated from a specific Direct Mail program, the client was able to leverage Mercury’s insights and expertise to inform its strategic direction for future marketing campaigns.