Portfolio Marketing Case Studies

• Campaign Forecasting

A leading financial services institution approached Analytic Innovations for help with revenue forecasting for their marketing campaigns. The company conducts more than 40 campaigns a year, often adjusting their forecasts several times based on marketplace factors. Their existing processes were highly manual, time consuming, and fraught with error. In addition, consolidating forecasts to view the complete picture and comparing current results to prior estimates was difficult. Analytic Innovations was asked to implement a more efficient and accurate forecasting process.


• Marketing Insurance Products to a Financial Services Portfolio

A large financial institution was having difficulty meeting profitability goals from selling insurance products to its customer portfolio. The insurance acquisition campaigns via direct marketing generated satisfactory response rates. This indicated that the response model in place at the time was somewhat effective. However, due to high attrition and the low level of revenue generated by each enrollee, overall profitability was suffering.


• Package Migration

A large Pay-TV service provider needed to better understand subscriber migration among different service packages: each time a subscriber moved from package to package, the service provider lost the prior history of that subscriber. Due to this highly fragmented and inaccurate view of its subscribers' life cycle, the company was unable to measure churn and develop strategies to curb it.


• Point-of-Sales (POS) Acquisition

A satellite service provider was facing expensive customer acquisition costs and skyrocketing attrition rates of new members. This provider needed a better way to help hundreds of retail outlets across different countries in Latin America assess the risk of non-payment among potential acquisitions.


• Maximizing Incremental Sales Per Contact

A major retailer sought to maximize the return from its direct marketing activities during the approaching holiday season. Several promotional offers (e.g., $5 off $20, $10 off $50, etc.) were tested on this portfolio in the prior holiday season, but results were disappointing.


• Outbound Telemarketing: Maximizing ROI

A Pay TV provider sought to develop an integrated customer contact management and outbound telemarketing strategy. The goals were to streamline the monthly process and to maximize ROI. Although the existing telemarketing program produced good short-term results, the challenge was to build up the long-term impact on customer behavior and the company’s bottom line.