Financial services firm: Optimizing advertising portfolio by media type and geography
Financial services firm: We helped a financial services company save nearly 30% of its prior year marketing budget by optimizing the advertising portfolio by media type and geography. We determined that print media was over 50% more effective at gaining market share, and some geographic markets were over 2.5 times as effective as others. By allocating investment toward print, and investing less in poorer-performing markets, savings of $25 million were possible without loss of market share.
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 >
