The Ask
Provide a CMO level Marketing Performance Report that analyzed the acquisition of new to brand customers and past passengers.
We were also chartered to provide Media Mix Modeling (MMM) and Multi-Touch Attribution Modeling (MTA) reports to the business, The goal was to understand marketing effectiveness and efficiency for the organization.
Our Approach
We worked with 1st, 2nd, and 3rd party performance data to provide the C suite with a monthly executive summary of key marketing performance results.
Using Neustar, we provided marketing stakeholders with Media Mix Models (MMM) and Multi-Touch Attribution Models(MTA) that were used to drive efficiencies and better results.
The Outcome
The business reduced customer acquisition cost by 30%. The brand benefitted from reduced overall marketing costs created from greater media efficiency in its two primary customer segments.
