Customer Acquisition ROI
Sprint was looking to significantly improve their average return on marketing spend.
We targeted consumers exposed to Sprint advertising with a survey and used Big Village Connect to combine primary survey data (current carrier, mobile preferences, etc) with respondents’ online behavioral data (ad exposure, subsequent search tracking, etc.).
Through deep analysis we identified bespoke customer segments that were further segmented by their projected actions; 1) Mid-Funnel outcomes regarding socializing and 2) Lower-Funnel outcomes related to search and conversion.
We then implemented a new, optimized go-to-market advertising plan driven by behave-alike models for each of the segments, including optimized media plans based on consumers’ digital behavior.
The Outcome
Our solution resulted in a 30% increase in per customer revenue vs prior campaigns of a similar scale / spend.