Building a Better Contact Cadence
This fortune 50 client reaches its customers through a wide range of channels, sponsored by different organizations. Some establishments received over 300 touches and some contacts received over 50 touches annually. In order to effectively allocate its marketing dollars, our client needed to develop an optimal contact strategy for each establishment and contact. This entails the “interactive” determination of: Who to touch (best contacts and establishments); how to touch and how often to touch (optimal number of touches).
Data Square utilized time series modeling and optimization analytics to help determine the point of inflection or the point of diminishing or negative returns for marketing touches by channel. Data Square identified the optimal number of touches for each establishment based on company characteristics and for each contact based on characteristics such as job function and job title. Data Square also identified the number of “wasteful” touches that were currently in place and how redirecting those to other more lucrative establishments could help increase the bottom line.
The solution helped our client to build a better contact strategy by redirecting some of the “wasteful” touches to other more deserving establishments and contacts that would show a higher marketing return on investment. Data Square was engaged by the client to conduct this analysis four times.