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BRIDGEi2i Case Study - Enhanced ROI through optimized marketing mix
 

BRIDGEi2i Case Study - Enhanced ROI through optimized marketing mix

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BRIDGEi2i enables an online education company to drive incremental ROI of about USD 1.3 Million annually from their marketing budget by optimizing their marketing mix. More about us at ...

BRIDGEi2i enables an online education company to drive incremental ROI of about USD 1.3 Million annually from their marketing budget by optimizing their marketing mix. More about us at http://www.bridgei2i.com

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    BRIDGEi2i Case Study - Enhanced ROI through optimized marketing mix BRIDGEi2i Case Study - Enhanced ROI through optimized marketing mix Document Transcript

    • Customer Case Study BRIDGEi2i enables an online education company to drive incremental ROI of about USD 1.3 Million annually from their marketing budget by optimizing their marketing mix. Business Challenge An online education company based in the US, offers associate degree programs and other certifications based on tie-ups with universities and self generated content. They deploy a variety of marketing vehicles to generate awareness and demand for their course offerings. These are both online like Display Advertisements, Facebook Promotions, Cost-per-action (CPA), Pay-per-click (PPC) arrangements and offline activities like Branding initiatives etc. There was a need to understand the relative effectiveness and ROI from each of the marketing vehicles, so that the marketing mix can be optimized to get the best return on total marketing spend. BRIDGEi2i Solution A market mix model was developed to estimate the ROI of the marketing vehicles. Additionally a simple optimizer tool was developed to suggest the ideal marketing mix for a given marketing budget. ROI Estimation  Decompose revenue into “base” revenue and incremental effect driven by the individual marketing vehicle  Ascertain individual ROI of marketing vehicles  Integrate with data driven estimations of “memory effects” to ascertain true ROI  Integrate appropriate saturation effect assumptions to model the realization of ROI at different marketing spend levels Optimizer tool A simple, intuitive tool was designed with the ROI estimation models embedded in the back end. The tool suggests directional changes in the marketing mix, based on a given total marketing spend. Constraints can be applied on the individual vehicles as well. Business Impact Based on the model and tool’s suggested marketing mix, there is an estimated lift of 10% in ROI which translates to ~ USD 1.3 Million annually. About BRIDGEi2i BRIDGEi2i is an analytics solutions company partnering with businesses globally, helping them achieve accelerated outcome harnessing the power of data. BRIDGEi2i helps companies to BRIDGE the gap between INFORMATION, INSIGHT and IMPACT in their journey to institutionalize data driven decisions across the enterprise.For more details contact us: enquiries@bridgei2i.com Information Insight Impact© BRIDGEi2i Analytics Solutions