by Michael Wolfe
There is nothing like real case studies from real companies with real and positive results. The following represents
a series of white papers & case studies from various clients in diverse industries, all of whom generated tangible and positive benefits and return on marketing from marketing mix modeling. In addition, one of our white papers addresses a key issue affecting the marketing bottom line: measuring the impact and Marketing ROI & social media measurement.
Multi-Country Beverages Study
A European division of a beverage marketer has been drawn into a price-war and is suffering from declining profits. It earnestly seeks to leverage predictive modeling to more effectively develop an effective competitive pricing strategy and to more effectively allocate its marketing budget across two brands and two countries. We call this marketing spend optimization. Results of this model helped propel one the company to a +6% increase in profits and generate record growth in the following year. One of its brands also ascended into the number one market share position in Spain. An interesting study of why measuring marketing effectiveness matters.
Theme Park Case Study
A Regional Theme Park suffers from stagnant attendance growth and uncertainties caused by a weak economy & rising fuel prices. In this case, Bottom-Line Analytics succeeded in helping the Park better allocate their limited marketing funds and understand the impact of weather and fuel prices in order to better plan & adjust their business strategy. As a result, attendance moved from a -2% decline to a +3% gain in the following year. An excellent example of how marketing analytics can lead to effective marketing performance management.
A Casual Restaurant Case Study
A growing casual restaurant seeks to quantify and compare ROI of corporate marketing
initiatives client generate a more effective balance between local and corporate marketing investments which helped accelerate growth in the coming year. More importantly, however, modeling uncovered a “diamond in the rough” centered on a recent new product launch. While the client only invested a modest marketing investment, model reveals a very high marketing ROI and suggests increasing investment by over 10X. As a result of this, this client was able to ascend to the growth leadership position within its segment
for the next 3 years and significantly increased its marketing effectiveness.
Banking & Finance Case Study
A regional bank expanded into 4 new markets. Over the past year, some branches were also affected by Hurricane Katrina. Our major task here was to help the bank understand the trade-offs between investing in new versus established markets plus how to understand and adjust to the impact of Katrina. Our efforts were quite successful in showing that this banking client had one of the highest returns on marketing investment of any client or industry. This study shows how a company can evolve to a culture of high marketing accountability.