This online brokerage wanted to understand what it was getting from its marketing investment after the market decline in the late 90s, and more importantly what it might gain from future spending. A key component of our overall solution was market mix modeling to gain a holistic understanding of marketing activity and its bearing on new account sales.

This unique consumer goods company had a strong and stable advertising strategy and multi-media plan, until leads and sales started to decline. Using Marketing Mix Modeling, iKnowtion was able to help this company to understand the changing effectiveness of various media and the resulting impact thses trends had on its core business.

Armed with a vehicle owner segmentation and lifecycle framework developed by iKnowtion, this major automotive manufacturer’s marketing team was able to implement and run a practical and foundational data-driven business approach to drive customized communication and offers.  Company executives value the system most for its forecasting ability and high level of confidence in program performance.

Many companies evaluate the efficacy of their online advertising and e-mail programs by examining click-through rates and sales in their online stores. But, consumers have been slow to shift their spending to the Web and, therefore, it is imperative for companies to consider the offline spending impacts associated with their online marketing. This case describes how one manufacturer with a robust e-mail communications program tackled the problem of understanding the online and offline behavior of its customers.

One of the many marketing truths reaffirmed in the aftermath of the Internet implosion is that "all customers are not created equal." Download this case and learn how iKnowtion helped one successful dot-com brand leverage their customer information assets to understand the broad range of customers attracted to their value proposition and how to evaluate each customer's individual value potential.