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 Ad-Catalyst™
product allows marketers to calculate optimal marketing-communication spending plans: maximizing budget impact.
Ad-Catalyst™ is a breakthrough product that helps marketers measure the impact of each and every element of their marketing communication effort on sales. Designed to tell the ROI story behind advertising effectiveness, Ad-Catalyst is built with the needs of large-scale advertisers in mind.
Ad-Catalyst™ is an analytic and decision-making suite of tools that shows you how all elements of your communication mix (mass and direct) contributes (or doesn't) to growth.
Ad-Catalyst™ creates a model that allows us to measure the level of baseline demand for products (demand that would take place whether we launch advertising or not), and then measure the incremental lifts that campaigns yield. The product then shows us how each element in the communication mix contributes, or how combinations of media contribute, depending on how the campgn has been launched. The product is also capable of showing you how competitive spending is affecting your business, in a way that you can take advantage of in your planning. Finally, all of this information can be used with a custom-designed Optimization process to plan a more effective marketing campaign each time out. With
Ad-Catalyst™, our clients are able to achieve improvements in the cost-effectiveness of their advertising campaigns on the order of 25-32%.
"Measure, Predict and Optimize: Brand Management from an ROI Perspective"
Direct Marketing News. "Service strikes best DM, mass balance."
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Custometrics delivers media mix magic: new tools helps clients find the
right combination of media channels to build their business.
How much money should I spend on mass advertising? How much on
direct? How do I best trade-off acquiring more new customers, as opposed
to building relationships with the ones I have? At Custometrics, we see
clients grappling with these tricky trade-off issues all the time. We have
developed two answers to these tough questions: Ad-Catalyst™
and Marketing Navigator. Marketing
Navigator is a desktop decision-support tool that allows users to simulate
and optimize the relationship between their marketing spend and changes
in customer behaviour
It's objective is to optimize spend by allocating budget to those customer
groups and programs that generate the highest rate of return
It approaches this task holistically, considering all programs together
and maximizing the profit of the combined system
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Custometrics model drives acquisition for satellite TV.
When a leading satellite TV service provider wanted to achieve tough
customer acquisition objectives with a limited budget, against an entrenched
competitor, they needed a way to predict, in advance of a campaign, how
many new customers they would likely attract from a given market. Further,
they needed to understand what the most effective combinations of media
for this purpose was likely to be. Custometrics designed an acquisition
model, and system, that delivered on this need. The model was able to increase
the effectiveness of this marketer's campaigns by up to 35%. Further, the
model generated insights about the marketplace that fueled business strategy.
It even provided insights that local dealers found useful in planning their
advertising efforts.
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Custometrics model leads to a 20% improvement in churn at a leading wireless
service provider
A leading wireless service provider was facing a crisis in its churn
numbers. Customers were leaving in record numbers, and it was not clear
why. The urgent need was to find out, and develop, quickly, programs that
would cut losses.
Custometrics worked with this client over a 3 year period on a comprehensive
solution that consistently drove churn down by over 20%, measured against
control groups. Not only did the model identify who was most likely to
leave, before the event, but it provided diagnostics for each customer
that could be used to generate a unique, churn-suppressing strategy, just
right for that particular customer at that time. The model was linked to
a communication and marketing strategy that used all available channels,
respecting the economics of each channel and using its unique communication
capabilities to full effect. Today, this company boasts the lowest churn
numbers in its category, and continues the process of continuous improvement
introduced through this model over 3 years ago."
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Custometrics steers sales teams to the right customers on Enterprise B2B
software sales
For many B2B marketers today, especially in the Enterprise space, and
especially among those who manage sales forces, a little bit of knowledge
can be a very dangerous thing. Custometrics was asked to work with a leading
provider of Enterprise Software to help identify more opportunities, of
higher value, than it was able to do with its existing resources. Custometrics,
after a thorough Discovery process, recommended and then was hired to build
a Pipeline Model?a way of scoring prospects and existing customers for
future sales potential. The model identified revenue and specific product
opportunities in a way that allowed our client to re-deploy sales forces,
telemarketing resources, and other marketing efforts, to generate a significant
improvement in sales without having to increase marketing budgets. Getting
more done for less?another way Custometrics helps its clients make Better
Marketing Decisions.
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