Data Case Studies

Client: National office supply retailer

Problem Area: There was a lack of insight into customer behavior.

Underlying Causes: Client did not have its data organized properly, did not have the right tools to access the data and its resources were not experienced in customer data analysis.

Our Solution: Mercury’s Customer Insight is an easy-to-use, prebuilt reporting and analysis engine that is designed to provide cross-channel marketing and merchandising insights—as well as the ability to take action on those insights. Nightly transaction feeds are sent to our data center, enabling us to support our client by producing trackable coupon codes and offers, fraud detection, co-op marketing program management, customized ad-hoc and exposure reporting, performance analysis, data queries and list pulls.

Client Benefit: The client is now able to execute and measure campaigns for its best-in-class rewards program by leveraging Mercury’s expertise, attention to detail and speed. The client enjoys the benefits and security of a national database provider, with the cost, response time and service model of a niche firm.

Client: National toy retailer

Problem Area: Customer engagement and lifetime value were declining.

Underlying Causes: Client did not have the infrastructure to support a customer loyalty program, which resulted in a competitive disadvantage.

Our Solution: Mercury developed and hosted the Allegiance marketing and loyalty program platform, which allowed the client to consolidate disparate data assets, launch and manage a multi-channel loyalty program and offer manufacturer-funded/co-op marketing communications to its customer base.

Client Benefit: By engaging with Mercury, the client was able to consolidate ad-hoc supplier relationships and leverage a solid marketing platform for complex, personalized campaigns that drove store traffic and created a permanent avenue for ongoing customer acquisition and revenue growth.

Client: Upscale skincare manufacturer

Problem Area: Customer acquisition rate was too low.

Underlying Causes: Prospect targeting was inaccurate, and program design was limited to a single touch per campaign.

Our Solution: Using our TrueAim methodology, Mercury developed a targeted communications plan and sophisticated data model for a multi-touch product sampling Direct Mail program. By leveraging multiple data sources, including various retail loyalty program data and third-party lists, Mercury executed a highly personalized direct-to-consumer outreach program that drove product trial, website traffic and data capture for the brand.

Client Benefit: The client saw double-digit redemption and an ROI spike generated from the Direct Mail program, as well as an increase in the traffic to the brand’s website, which allowed for customer data and mailing preference collection for future marketing programs.