Analysis Case Studies

Client Profile: Consumer electronics retailer

Marketing Gap: There were undifferentiated marketing messages and a lack of measurement.

Our Insight: Consolidating customer data into a centralized CRM database would provide a platform to leverage customer segmentation for future multi-channel marketing programs.

Our Solution: The process began with a comprehensive assessment and the consolidation of several disparate data sources into a centralized CRM database, 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 segment the audience based on both customer value and exhibited 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 Profile: National healthcare provider

Marketing Gap: Better marketing program measurement was needed.

Our Insight: Improved marketing program measurement would justify marketing expenses to management and improve the targeting and effectiveness of future programs.

Our Solution: Leveraging Mercury’s HIPAA-compliant process, our data center was able to receive a secure feed of patient healthcare transaction history. Our analysis team measured the effectiveness of the program and was able to leverage 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.