Data Case Studies

Client Profile: National office supply retailer

Marketing Gap: Inefficient reporting and analysis environment limited insight and slowed marketing cycles.

Our Insight: Creating a more robust and faster marketing engine would enhance results.

Our Solution: Mercury developed and hosts a loyalty program database which supports marketing, in-store and call center activities that leverage our proprietary database and reporting platform. 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 Profile: National toy retailer

Marketing Gap: A 360-degree view and a database marketing platform were lacking.

Our Insight: An integrated customer database would provide the client with a 360-degree view of customer activity, as well as a scalable platform for a loyalty program launch and ongoing customer communications.

Our Solution: Mercury developed and hosted the marketing and loyalty program database, 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 Profile: Upscale skincare manufacturer

Marketing Gap: The data was insufficient to support a direct-to-consumer marketing program.

Our Insight: Leveraging third-party and retail loyalty program data sources would provide the client with a direct relationship with the consumer.

Our Solution: 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 DM 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.