Situation 

A global education technology company was investing over half of its advertising budget into short-term conversion tactics, which came at the cost of brand awareness and customer lifetime value. The company lacked a unified KPI to measure performance, relied on attribution models that failed to capture the full impact of their investments, and used a Media Mix Model (MMM) that was too narrow and infrequent to be effective.

Approach 

A&MPLIFY was engaged to assess the organization’s marketing capabilities and channel mix and to identify cost-saving opportunities. By leveraging customer data, stakeholder interviews and competitive benchmarks, A&MPLIFY delivered a marketing capability scoring assessment that included significant and actionable savings recommendations.

• Marketing Capability Assessment: Interviews with key stakeholders across the organization, and the incorporation of 40+ sources of client data related to budgeting, reporting, attribution and modeling informed a comprehensive capability benchmark.
• Full Funnel Testing Roadmap: Agile testing approach to allow the company to quickly validate and refine marketing activities at each stage of the funnel and minimize waste on inefficient tactics.
• Marketing Measurement Optimization: Data-driven media mix modeling blueprint developed for their organization to better capture the marketing impact at each funnel stage and provide insights into cross-promotion of consumer and enterprise products.

Key Outcomes 

• Identification of actionable opportunities to improve marketing measurement fidelity, efficiently test into new channels, and improve customer acquisition and retention.
• $12–$16 million reduction (roughly 20 percent) in marketing spend from recommendations, which included a mix of quick wins and more long-term solutions with higher impacts to drive equivalent impact at reduced cost.
• Cross-organizational alignment on unified marketing approach focused on maximizing incremental ROI and customer lifetime value.