Mortgage finance company: Understanding the interplay of marketing mix elements
Mortgage finance company: We helped managers understand the interplay of the discrete elements of their marketing mix in order to better allocate media spend. In particular, they needed to understand the short-term impact of advertising on current direct mail activities in order to make improvements. We employed Nexperiment® techniques on TV, radio, and print media to test 108 combinations across 12 markets. This helped demonstrate the uplift in direct mail effectiveness due to increasing the level of media exposure, as well as the accumulation of this benefit over time.
Experience
Oliver Wyman’s recent work in the area of marketing spend optimization includes:
Financial services firm: Optimizing advertising portfolio by media type and geography >
Mortgage finance company: Understanding the interplay of marketing mix elements >
Film studio/distributor: Developing a media spend optimization >
U.S. wireless carrier: Analyzing customer acquisition impact of different media strategies >
Global technology company: Calculating ROI of different advertising media/strategies >
Service provider: Analyzing ROI and long-term value of subscriptions by channel >
