Case Studies

A blue luxury sedan drives on an open highway with a scenic background of mountains and a partly cloudy sky.

Case Study - Auto

Our Marketing Mix Optimization & Sales Forecasting Platform answered all of the tough questions posed by our clients:

Q: Measure media elasticity for advertised (primary) and non-advertised (other) vehicle nameplates.
A: Media elasticity was ~60% higher for other nameplates compared to primary nameplates.

Q: Assess media contributions to sales volumes
A: Key sales drivers: Network TV, Lower Digital Funnel, and Consumer Print. Highest marginal ROI: Local Dealer Spot TV, Consumer Print, VOL SEM, Radio, Primary Nameplate Spot TV, Spot Cable.

Q: Optimize marketing mix for maximum sales
A: Our model’s reallocation of the existing budget increased marginal ROI by ~1.5% and showed that $11M in incremental spend would boost ROI by ~6.5%.

Q: Identify media spend needed to achieve a 3% market share increase
A: A 5.3% increase in industry spend share achieved the 3% market share goal, with 44% impact in the current quarter and 56% over the next four quarters.

A digital display wall composed of numerous screens showing various videos and images, with a blue background and a reflective floor.

Case Study - Entertainment

Challenge

Optimize the marketing mix to maximize Return-On-Investment (ROI) and forecast next years response volumes.

Solution

Implementation of Polaris’s Marketing Mix Optimization & Sales Forecasting Platform.

Results

  • After optimizing the marketing mix, ROI improved by 10.3%

  • By utilizing six market-level marketing mix models, we developed a forecast for the following year that was within 1.5% of actual results (362,500 vs. 368,100)

Exterior view of an urgent care clinic at dusk with illuminated sign and large glass windows showing modern interior lighting.

Case Study - Healthcare

Challenge

Quantify impact of all media & marketing tactics on urgent care visits for national chain of clinics

Solution

Implementation of Polaris’s Marketing Mix Optimization & Sales Forecasting Platform.

Results

  • Inputs included radio, print, display, search, direct mail, email, shared mail, out-of-home, promotions and several other tactics.

  • All media / tactics are statistically significant and generate in excess of 15% of total patient visits.

  • Year-Over-Year optimization increased annual media stimulated patient visits 5X over a 4-year period.

  • From Year 1 to year 4, Return-on-Investment (ROI) increased by 276%.

  • Efficiency improvements continued into the 4th year despite a lower overall budget.

  • The platform was also used by revenue management to generate 3-year forecast outlook of total patient visits and revenue.  Based on weekly data, forecasts made 52 weeks in advance for the next fiscal year (12 months out) were 7% low vs. actual.

Clothing store display with mannequins showcasing coats, skirts, and hats, and racks of winter jackets and clothing in the background.

Case Study - Retail

Challenge

  1. Optimize our client’s multi-channel mix to maximize store traffic, net sales / revenue, average order value, and Media Return-On-Investment (ROI)

  2. Quantify & control for macroeconomic and customer experience impacts

Solution

Implementation of Polaris’s Marketing Mix Optimization & Sales Forecasting Platform.

Results

  • Through the course of the first 24 months of the platform, continuous marketing performance improvement, powered by Marketing Mix Manager®, generated:

    • +19% lift if Store Traffic

    • +26% increase in Upsell / Net Sales

    • +30% improvement in All-Media ROI

  • Primary macroeconomic & customer experience impacts included

    • A 1% increase in gas prices generates 5.5% downward pressure on store traffic

    • A 1% improvement in consumer confidence increase store traffic buy 6.8%

    • A 1% increase in Avg. Customer 5-Star Rating boost store traffic by 1.4%

    • A 1% increase in customers who are Likely-to-Recommend increases store traffic by 0.7%

Young woman with red hair wearing a headset with microphone, smiling at work in an office or call center environment.

Case Study - Telecommunications

Challenge

Quantify the impact of stronger customer experience scores across 57 lines-of-business (LOB’s) on total company revenue.

Solution

  1. Developed survey-based Customer Loyalty Index (CLI)

  2. Combined CLI’s by LOB

  3. Developed a time-series based model linking service quality metrics to CLI’s and CLI’s to total revenue

  4. Supported service optimization with quality-control reporting

  5. Forecasted total revenue to track actual revenue gains toward revenue targets

Results

  • Improvements in service quality produced a annual lift of $525MM (+3.5%) lift in total revenue.

  • The overall ROI, including the costs to improve service quality, was 21%

  • Quarterly forecasts averaged 3.1% mean absolute percent error (MAPE)

A person working on a silver laptop with a world map tablecloth, surrounded by a smartphone, a hat with headphones, a notebook, a cup, and markers.

Case Study - Travel & Leisure

Challenge

Quantify impact of media & marketing tactics on website traffic and optimize the mix to maximize the traffic.

Solution

Marketing Mix Optimization Platform for Website Traffic

Results

  • Eleven media / tactics were linked to website traffic

  • The eleven media / tactics generated about 70% of total website traffic

  • Through optimization of a flat budget, website traffic increased 23% in the first year and another 15% in the second year

  • Year-over-year increase were seen in all Key Performance Metrics (KMP’s) including click throughs, time on sight, and conversions

  • All media ROI increased from less than $9.50 / $1.00 in Year 1 to more than $12.00 / $1.00 in Year 3.